Self-Inflicted Marketing Blunders
Insights from Teakwood Marketing
Can Lemons Really Turn Into Lemonade?
If you conduct enough marketing efforts, then mistakes will happen. It is just a matter of time. Proper execution of the marketing campaign is vital to your success.
In the March 2010 edition of Deliver Magazine, the article Marketing Misery details several blunders that will be helpful for business owners to consider. Below are my favorite excerpts from the article (with a few edits).
Breath Mint or Cocaine?
To add interest to a B-to-B direct mail campaign, a promotional products company dropped a pair of breath mints into every envelope. The mints didn’t stand a chance against the mail delivery process and were ground up into white powder. Recipients from all over the country, imagining they had received illicit drugs, called the FBI. With a bit of good luck, the outcome was not all bad due to positive media coverage which added a humorous twist.
My Mistake!
A service company wanted to send their most profitable clients a generous coupon. Their ad agency wrote a flattering sales letter to the company’s preferred customers. The coupon was a token of the company’s appreciation. Well, it would have been a token of appreciation, had the agency included the coupon in the mailing!
The agency apologized to the client and in record time created a new mailing with the words "Oops! (Details inside)" printed on the outside of the envelope. The sales letter on the inside started with "My mistake!" and went on to say that this time the coupon was enclosed.
The company didn't take well to the "Oops…My mistake" language fearing that it made them look incompetent and not able to deliver on their promises. However, the result of the "Oops!" mailing was a record number of coupon redemptions. Admitting your mistake can be profitable!
Read the full article of Marketing Misery from Deliver Magazine.
Here's Your Chance
Do you need to give the hard facts to a colleague? Maybe apologize to a customer? Ask forgiveness from a friend or spouse? The summer months have several opportunities with themed dates that can help you take the sting out of your mistake.
July 7 – "Tell The Truth" Day – Send out a report with the hard facts about your industry that no one wants to talk about. It will position you as a credible resource to your prospects.
July 19 – National "Get Out of the Doghouse" Day – Everyone has lost clients. Take a chance to win them back by leveraging the humor of this date to start a serious discussion about what it will take to get out of the dog house.
August 25 – Kiss-And-Make-Up Day – Are you consistently late for appointments, meetings or deadline. Use this day to make amends and then, change your procrastinating ways!
Take-Away Nuggets
- Marketing blunders present opportunities if they are handled correctly
- Great marketing ideas lose ROI due to poor execution of the details and follow up steps
- Average marketing ideas gain ROI due to excellent execution of the details and follow up steps
