Small family owned electrical retailer, about twenty branches
across the UK, TV's, washing machines, cookers etc. Each store
is quite big, but the company is not a well known name.
They decide to drum up new business with a regular monthly "10%
Off Day" and print tens of thousands of full color flyers
distributed with local papers and for each branch to distribute
in the area.
Each flyer full color, huge "10% Off everything in store on
Thursday 28th June!" or whatever month it was. Pretty picture of
the outside of the store, map of where the store is, and lots of
"Great deals!" and "While stocks last!" generic crap. And
smiling faces of the brand "family" posed by models, father,
mother and two kids supposed to make people realise this is a
Know what was missing from the flyer?
Any mention of what they actually sold....
Thousands of people each month would get these flyers and think
"XXXXX? What do they sell? Furniture? Carpets? Pet food? Ten
percent off what?"
Month after month they repeated this. Never thought to tell
people what they were selling.
Then went bankrupt.