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July 2006


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OC Runner

I had a similar experience when checking into the H***on G****n I** a couple of years ago for a large industry conference. The hotel eventually comped the room for me (the appropriate response) but it did make me ask the Front Desk Manager, if this type of room is offered to guests, then there must be a demand for it. If so, how many times do people actually request a room with no bed?

Sridhar Ramanathan

Steve, point well taken about the need to stand out. I think the gap between the customer expectation that Marketing sets via advertising and the customer’s actual product/service experience leads to either delight or disappointment. As an ex-HP marketer, we used to be chided that HP would market sushi as “cold dead fish”. Talk about sandbagging. Now, HP has some very compelling ads that set a high customer expectation. Check out his cool HP ad with Mark Cuban: http://www.youtube.com/watch?v=RVyofNRyGzA&eurl=

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  • Steve Gershik has been a VP of Marketing and demand generation leader for over 18 years. He frequently writes and speaks about marketing automation, brand management, demand generation and Internet marketing.

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