How Sometimes the Simplest Solutions Are the Best

By Libby Esterle, Senior Account Executive

My husband and I very rarely run errands together. In fact, I’m not entirely sure he feels 100 percent comfortable going to Kroger by himself…however, when we found ourselves out and about one sunny Sunday, we decided to pop into a nearby appliance outlet to see about replacing my current washing machine.

After making do with two sets of used washers and dryers since college, I was more than ready to treat myself to a new washing machine. My needs were minimal, and my expectations were pretty low. After dealing with my current front loader that would emit a God-awful, room-clearing smell when an errant sock would get caught its filter—I was seeking a simple top-loader with an agitator.

Well, 30 minutes later, we purchased Maybel and I couldn’t be happier. My laundry time is cut in half and our clothes come out clean and fresh! So, what does all of this have to do with communications you may ask?

Well, it’s simple. Really simple. Just like my new machine. What I’ve learned over the years working with a variety of clients at our Cincinnati-based marketing and communications agency is that you don’t always need all the bells and whistles to achieve your communications (and laundry) goals.

And this is a great example as we ended up with Maybel because of three simple, yet tried-and-true communication tactics:

• Yep. Bold and bordering on over-the-top, the store’s signage makes it both A) downright impossible not spot them along Beechmont Ave. and B) also know exactly what they sell.
• Word-of-mouth. In addition to passing by the store on a regular basis, we were also interested in checking it out because our friends had recently purchased a cooktop there and had a good experience. That, combined with overwhelmingly positive reviews both online and in-person, boosted our confidence. Happy to say that we had a great experience as well.
• Point-of-purchase/sales promotion. Finally, we were excited to find a promotional card for another $50.00 off nestled among the Halloween candy at the register that took care of our delivery and haul-away fee. Win/win!

So, this is just a good reminder that effective communication doesn’t always have to be overly complicated or expensive. That, and a new appliance can bring more joy that I would have ever thought possible 20 years ago!