We recently advertised a RFP for a web realignment project. We received 15 proposals from vendors all over Canada and a few outside of Canada. The proposals ranged in size from small to large and elaborate.
To be honest, reading through 15 proposals, started making my eyes go crossed. After a few proposals that were filled with ‘marketing fluff’, I just wanted to see what the vendors were going to do for us and how they were going to help us accomplish our goals.
I compared this experience of reading through proposals, to an experience that a prospective student might have when researching colleges/universities. Don’t get me wrong, I think that traditional marketing is still critical to drive people to your website [check out my Marketing Convergence post]. But people are becoming more aware of marketing efforts and have higher expectations. They expect:
- to access information that will help them make a decision
- us to be straight-shooters
- to have authentic messaging
Marketing is still critical to peak interest, drive traffic to you website, spread brand awareness, etc. But once their interest is peaked and they want more – give it to them. Cut the Marketing Fluff.
What do you think? Do you agree or disagree? Please share your thoughts.