Worst Moments in Marketing -- Lessons Learned from Some of America's Biggest, Most Successful Companies
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A presentation to IABC Houston ESIG (entrepreneurs strategic interest group) by Paule Shea Hewlett and Susan Burnell APR, 11 Nov 2010
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Worst Moments in Marketing -- Lessons Learned from Some of America's Biggest, Most Successful Companies
- 1. Worst Moments in Marketing a Presentation to IABC Houston – ESIGa Presentation to IABC Houston ESIG (Entrepreneurs’ Strategic Interest Group) 11 November 201011 November 2010 marketing meltdowns, flops, fiascos and good ideas gone wrong
- 2. Your Facilitators Paule Sheya Hewlett writerPaule Sheya Hewlett, writer www.paulehewlettwriter.com Susan Burnell, APR, Imagination Ink Business Writing & Public RelationsBusiness Writing & Public Relations www.inkspark.net
- 3. What We’ll Cover Examples of misguided marketingExamples of misguided marketing Lessons learned Your less than soaring marketing momentsYour less-than-soaring marketing moments Resources
- 4. Example 1: Snapplep pp 25 foot frozen Snapple-sicle placed in New25 foot frozen Snapple sicle placed in New York's Union Square. It was hot that day…y Sticky meltdown caused bicyclists to have accidents LESSON: Verify that your promo or product is weatherproof
- 5. Example 2: Starbucksp Email coupon: a cool ideaEmail coupon: a cool idea Going viral: not so hot LESSON: once it’s online it’s out of yourLESSON: once it s online, it s out of your control
- 6. Example 3: Targetp g Salvation Army bell ringers bannedSalvation Army bell ringers banned Walmart comes out swinging, Target looks like a ding-a-linglike a ding-a-ling LESSON: Don’t touch traditions near and dear to your customers’ heartsdear to your customers hearts
- 7. Example 4: KFCp Breaded, deep fried = healthy?Breaded, deep fried healthy? Federal Trade Commission gets complaints Ads pulled after two weeksAds pulled after two weeks LESSON: Fact-check and substantiate your claims.
- 8. Example 5: Cuil Former Google execs fired up tech world with hints of a “secret sauce” Media jumped on board, raising expectations No way to live up to the hype - servers crashed, users disappointed LESSON: Better to start with loyaly base -- under-promise and over-deliver 8
- 9. Example 6: Honda Crosstour on FBp Initial reaction to new model was negativeInitial reaction to new model was negative and very public Honda employees posted positive reactionHonda employees posted positive reaction and got caught Maybe Facebook wasn’t the right audience?Maybe Facebook wasn t the right audience? LESSON: Discretion, honesty and humility are key when using social media Prepare!are key when using social media. Prepare!
- 10. Example 7: Motrinp Launched during Babywearing weekLaunched during Babywearing week, Motrin’s ad campaign gets a little snarky Blogger-moms incensed and voice opinionsBlogger-moms incensed and voice opinions through Twitter and You Tube. Motrin shuts down website issues apology --Motrin shuts down website, issues apology -- too little, too late LESSON: Be sure you understand yourLESSON: Be sure you understand your customers and their touchpoints. Have a back-up plan in case a campaign backfires 10 back up plan in case a campaign backfires. 10
- 11. What to do if you’re caught in a storm from David Armano.typepad.com Design your website for rapid response Think like a blogger tweeter and citizenThink like a blogger, tweeter and citizen journalist Have a Google strategy in placeHave a Google strategy in place 1111
- 12. Your Worst Moments What was the intent?What was the intent? What happened instead? Were there red flags you or your clientWere there red flags you or your client ignored? What co ld o ha e done differentl ?What could you have done differently?
- 13. Resources Federal Trade CommissionFederal Trade Commission New Business Center launched Nov. 5 For business owners attorneys & marketingFor business owners, attorneys & marketing professionals Tools to understand and comply with consumer protection laws, rules, and guides FTC enforces business.ftc.gov
- 14. Resources BooksBooks What Were They Thinking? Marketing Lessons You Can Learn from Products That Floppedpp by Robert McMath Classic Failures in Product Marketing: Marketing Principles Violations and How to Avoid Them by Donald W. Hendon All Marketers are Liars: Why Authenticity Is theAll Marketers are Liars: Why Authenticity Is the Best Marketing of All by Seth Godin
- 15. Resources Publications (subscription)Publications (subscription) Advertising Compliance Service www.lawpublish.comp Advertising claim substantiation Green advertising law P liti l d ti i lPolitical advertising law Follow on Twitter @AdvertisingLaw
- 16. Resources Create a free focus group onlineCreate a free focus group online Use LinkedIn Post a question to the membership in thePost a question to the membership in the questions and answers area More at www.ehow.com/how_4555177_create- focus-group-online.html