Drive-through Marketing: Get What You Order and Nothing More

A while ago, a marketing friend of mine described how every service business operates via a framework made from three components: speed, accuracy and value. He also explained that any customer of said service business can never get all three components simultaneously. I’m not sure I agree.

Recently, while sitting at a local drive-thru, this concept came to mind again. Hah, I thought, I just proved my friend wrong. I’m about to get a fast, cheap meal that is accurately what I need. I happily accepted my bag, drove the short distance home and sat down to enjoy.

Don’t get me wrong, I love fast food almost as much as teenage girls love Justin Bieber, but halfway through my limp fries and watery soda I started to rethink my decision. Sure I dealt with my immediate hunger, but I had to admit that the burger place hadn’t accurately met all my needs; rather, I modified my needs to work for them. Hey, I worked late and I was tired, don’t judge me.

As marketers, we’re faced with issues like this every day. We have limited budgets, limited time and we need sales now. Sometimes, that means we modify our needs, go for the immediate win and end up with a less accurate solution or so-so response rate. However; the marketer who understands the value in a strategic, long-term focused marketing partner will likely avoid the soggy fries and watery drinks of today in replace of a nutritious home-cooked meal tomorrow. These marketers will likely earn themselves more sales over the long-haul, more new and innovative marketing solutions and ultimately better relationships with their customers. Eat up!

Oh yeah, and after I finished my fries, I was set to devour my burger. Unfortunately, I realized that getting my food fast was only efficient if I didn’t have to go back for a re-order. Darn it, I said no mayo!

Photo Credit Echo9er