By Ed Pierce, Fleet Industry Marketer
We certainly read plenty of cautionary articles in the press about scams targeting unaware consumers, but you might be surprised that marketing scams are a part of the B2B world, even the fleet industry.
First, a definition of the term “marketing scam”: an offer that is too good to be true. In this month’s column, let’s look at an advertising example:
One day a fleet, risk or procurement manager gets a cold call from a sales rep with a pitch like this: “I represent (officious business or vertical industry magazine title, probably including ‘international’ or ‘global in it,’ that you never heard of).
“Our editors are writing a series of articles on companies like yours that are achieving business success. We would like to feature your firm’s success story in our glossy magazine that goes to ‘business leaders’ around the (country or world).
“Best of all, there’s no cost to you or your company! All we ask is that you provide us with a list of your vendors, who will certainly want to show their support for your business.”
Before agreeing to this too-good-to-be-true opportunity, here are two questions to ask: