Marketing That Turns Customers Away

Copywriting, Traditional Marketing

While in Dublin city today I saw a restaurant window that I’d seen many times before in a new light.

I’m taking the kids to the same area next week and plan to eat out somewhere before we go home. As I drove I scanned around for a suitable place and laughed to myself when I looked at Pitt Bros.

Families not welcome marketing, target market marketing, shop signage, demarketing

Read: Families not welcome

“Well I’m not taking them there anyway”, I thought to myself. Then I realised: They don’t want us there. They don’t want our business. Families are quite clearly not welcome.

And that’s fine. They know their target market. Good for them. It’s just rare to see such an obvious example of customer exclusion.

 It’s a trendy street, lots of nightlife and colleges close by and it seems to be working for them too. The place looked packed.

Still, I couldn’t help but thinking it’s lazy copywriting. Lazy and crude.

If your product has genuine quality, it seems to me that a shop front like this one gives the wrong message. Even if it is to the right people. It just feels low-rent to me.

When I got home, my curiosity still high, I did some research and came across an interesting article by Rags Srinivasan about demarketing. The practice of proactively discouraging potential customers who don’t fit your target market personas. It is available here.

Anybody have an opinion on this? If it’s working, does that then make it good copy? Am I old before my time?

Please comment below.

Thank you for reading.

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