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Not sure if it was a failure, but definitely a surprise.
After one specific event, we called quite a few customers to try and determine where they had heard about the event and what brought them into the store.
Surprisingly, many had just been driving past and saw the marquees outside or were visiting the store next door.

It did make us review where some of the promo dollars will be spent in the future.

Our biggest ongoing success is a reward/loyalty program with local schools and clubs. Through the program we get frequent and regular promotion / advertising / goodwill & the members earn rewards which take the form of product donations. A real win/win program.

The typo example was very relevant. Fortunately I have never been involved in an error of that size, but a few e-mail errors have required some quick follow-up….