It is the same thing with marketing. Companies make big plans, bring in the experts, allocate lavish budgets and then bungle on the small details. For instance, a computer manufacturer goes all out to promote a new launch. They run an extensive media campaign and apart from other things, promise a free set of accessories. However, at the time of the actual sale, only some of the dealers have received the accessories. If we think about it, an accessory worth a few hundred rupees should not drive the decision to purchase an item worth more than fifty thousand rupees. That makes sense, right? Wrong.
When any company markets, the small things can often serve as an anchor that drives the final decision. Another example I can site is the time my parents decided to buy a new car. But when they reached the dealership, the colour they wanted wasn’t available despite it being advertised. So even though everything else was perfect, my parents decided that they didn’t want to buy the car. When companies set expectations, it is their duty to take care of the smallest details. As someone wise has said it is always better to under promise and over deliver. And that can only happen through focusing on the details.
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