Spotlight on Marketing

Please Make It Easy For Me To Buy

Posted on 31 May 2012

Hmmm. I saw an ad in the newspaper for an interesting-looking talk presented by the Hong Kong Design Centre. So I went to their website to find out more about it.

I discovered that this is the process for registering to attend the event (no, not even registering – it’s the process for applying to attend):

1. Go to the website home page.
2. Find the link to “Master Talks”.
3. Download and print out a hard copy of the application form.
4. Fill in the application form by hand.
5. Write a cheque for HK$150.
6. Print your name and telephone number on the back of the cheque.
7. Insert your cheque and completed application form into an envelope.
8. Write “Hong Kong Design Year Master Talks” on the envelope.
9. Send your cheque and application form by snail mail to the Hong Kong Design Centre.
10. Wait to receive a message from them about whether or not your application has been accepted (if not, they’ll return your cheque to you by snail mail).

Good grief! I couldn’t be bothered.

The lesson for companies: Please don’t make it difficult for people to do business with you!

Comments? Would you be bothered to go through that rigmarole to register for an event? Do you have similar examples of how a company or organisation makes it difficult for you to buy? How does that make you feel?

Photo credit: Kenneth Lim