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Epic Marketing Fail x 7
 

Epic Marketing Fail x 7

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A list of some very memorable mistakes and what your marketing department can learn from them.

A list of some very memorable mistakes and what your marketing department can learn from them.

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    Epic Marketing Fail x 7 Epic Marketing Fail x 7 Presentation Transcript

    • Intro Okay.    It  happens.    We  all  make  mistakes.  When  you’re  a  business,  small  or  large,  there  are  risks  to  marke5ng  and  adver5sing.  And  when  pu<ng  your  name  out  there  as  a  business  it  becomes  significantly  more  important  to  make  sure  your  message  and  methods  are  well-­‐planned  and  even  more  carefully  executed.  Otherwise,  you’ll  end  up  like  New  Coke  or  Crystal  Pepsi  —  a  marke5ng  train-­‐wreck  from  which  people  just  can’t  avert  their  gaze.  
    • THE BAD
    • Mobile Marketing FailThere’s  actually  a  site  dedicated  to  mobile  marke5ng  fails.    Check  out  this  par5cular  one:  hKp://mobilemarke5ngfail.com/2011/10/05/iloop-­‐showcases-­‐super8-­‐mobile-­‐fail/  SMS  campaigns  can  be  a  great  driver  for  business,  but  you  have  to  make  sure  that  the  followup  is  as  strong  as  the  ini5al  outreach.  In  this  example,  iLoop  forces  a  download  on  the  user,  they  clearly  haven’t  considered  if  the  content  is  to  be  viewed  on  a  mobile  phone  or  a  tablet,  the  delivered  content  is  poorly  created,  and  they  send  a  text  to  the  user  asking  for  informa)on  that  they  already  have.  Fail  ra4ng:  3/10  
    • Facebook Marketing FailThere’s  been  a  lot  of  debate  about  the  merits  of  adver5sing  on  Facebook,  but  no  company  should  fall  into  the  “bait  and  switch”  method.    Case  in  point:   Source:  hKp://epicmarke5ngfails.blogspot.com/2012/04/facebook-­‐marke5ng-­‐fail.html  This  is  a  Facebook  ad  for  a  den)st.  It’s  safe  to  say  that  quite  a  number  of  those  likes  were  for  the  OKawa  Senators,  not  the  dental  studio.  Doing  this  just  proves  that  you  have  liKle  or  nothing  of  value  to  actually  adver5se.  Fail  ra4ng:  5/10  
    • Email Marketing FailEmail  marke5ng  is  a  great  way  to  stay  in  contact  with  consumers  and  offer  special  promo5ons.    However,  email  marke5ng  is  a  tool  that  can  be  used  for  great  evil,  as  shown  below:   Source:  hKp://www.aimclearblog.com/2012/05/08/email-­‐marke5ng-­‐hall-­‐of-­‐shame-­‐3-­‐classic-­‐fails-­‐to-­‐avoid/  First  of  all,  this  campaign  is  way  too  aggressive  –  mailing  every  two  days  is  akin  to  spam.    Not  to  men5on,  they  sent  the  same  person  an  email  en5tled  “Does  She  Like  to  Travel?”  as  well  as  “ The  Sundress  You’ll  Wear  All  Summer.”    The  recipient  is  a  male.  Fail  ra4ng:  5/10  
    • THE RIDICULOUSLY BAD
    • e QR Code FailThere  seem  to  be  more  ways  to  do  QR  codes  wrong  rather  than  there  are  ways  to  do  them  right.    When  used  correctly  they’re  a  wonderful  way  to  interact  with  a  web-­‐savvy  audience  who  might  not  be  in  front  of  the  computer  24  hours  a  day.    However,  keep  in  mind  that  those  who  use  QR  codes  are  indeed  web-­‐savvy.    See  if  you  can  figure  out  what  is  wrong  with  this  picture:  If  you  can’t  tell  because  the  leKering  has  been  blurred  out,  this  is  an  email  sig  with  a  QR  code.    What’s  wrong?  Well,  in  order  to  use  the  QR  code,  the  user  would  have  to  print  the  signature,  scan  the  computer  with  a  smartphone,  or  scan  a  smartphone  with  a  smartphone.  Not  par5cularly  useful,  bro.    Not  to  men5on,  if  somebody  is  reading  an  email,  they  likely  are  already  engaged  with  the  internet  as  it  is.  Fail  Ra4ng:  6/10  
    • e Harpo FailHarpo  is  the  name  of  Oprah  Winfrey’s  produc5on  company.    To  make  a  long  story  short,  in  1999,  Harpo  promised  that  any  visitor  to  Oprah.com  could  print  off  a  5cket  that  would  en5tle  the  bearer  to  two  free  pieces  of  grilled  chicken  and  a  biscuit  at  KFC.    The  coupon  was  only  available  for  24  hours.  And  who  likes  free  chicken?  Well,  everybody  in  America  does.  Many  KFC  restaurants  had  to  close  their  doors  to  staunch  the  demand,  which  lead  to  sit  ins,  fights,  arguments,  and  more.  This  is  a  quintessen5al  marke5ng  fail.  Lesson  learned  –  always  consider  the  product  and  discount  you’re  offering.  Fail  ra4ng:  7/10  
    • e Invariable Insensitive Twitter FailWhile  this  fail  was  not  part  of  a  marke5ng  campaign,  it  affected  marke5ng  nonetheless.  A  South  American-­‐based  clothing  store  called  Celeb  Bou5que  no5ced  that  #Aurora  was  trending  on  Facebook.  They  took  the  chance  to  post  the  following  Tweet  in  an  aKempt  to  hop  on  the  trending  hashtag  bandwagon:    Of  course,  they  had  no  idea  that  the  reason  why  #Aurora  was  trending  was  due  to  the  shoo5ngs  that  occurred  in  Colorado  at  the  screening  of  The  Dark  Knight  Rises.   Source:  hKp://thenextweb.com/socialmedia/2012/07/20/celeb-­‐bou5que-­‐you-­‐freaking-­‐ morons/  Whoops.  The  Tweet  was  quickly  rescinded  and  Celeb  Bou5que  started  apologizing  for  the  mistake,  but  the  damage  had  been  done.    But  no  apology  is  going  to  make  up  for  the  hit  that  Celeb  Bou5que’s  reputa5on  has  suffered,  and  this  likely  won’t  be  forgoKen  any  5me  soon.  Fail  Ra4ng:  8/10  
    • e Comprehensive FailThis  famous  fail  was  commiKed  by  a  popular  content  delivery  service  –  Nejlix.  In  the  summer  of  2011,  Nejlix  CEO  Reed  Has5ngs  posted  a  blog  post  explaining  that  Nejlix  was  going  to  raise  prices  and  split  their  streaming  and  DVD  delivery  into  two  different  services.    Predictably,  this  set  off  a  storm  of  scathing  nega5ve  feedback  that  lasted  for  about  two  months.  To  add  insult  to  injury,  Nejlix  then  decided  to  rebrand  the  DVD  delivery  aspect  of  their  service  as  “Quikster,”  which  confused  customers  further.  According  to  inc.com,  Nejlix  lost  nearly  a  million  subscribers.  Nejlix  is  s5ll  suffering  from  the  blow.  Adding  insult  to  injury,  Nejlix’s  stock  dropped  from  $300  a  share  in  July  of  2011  to  $77  that  same  October.    Ouch.  Fail  ra4ng:  9/10  
    • ConclusionWhile  marke5ng  mix-­‐ups  can  range  from  faux-­‐pas  to  all-­‐out  disasters,  it’s  important  to  consider  the  consequences  of  a  marke5ng  plan  gone  wrong  during  its  formula5on.  There’s  no  subs5tute  for  shrewd  planning  when  crea5ng  your  marke5ng  campaign,  and  it’s  just  as  important  to  consider  off-­‐the-­‐cuff  messages.  But  whatever  you  do,  just  make  sure  that  your  marke5ng  campaign  doesn’t  end  up  like  a  fender  bender  on  the  highway:  something  people  can’t  stop  staring  at.  
    • AboutContent Equals MoneyContent  Equals  Money  is  a  content  wri5ng  service  that  serves  a  wide  variety  of  clients  with  top-­‐shelf,  sharable  content.  Our  goal  is  to  work  with  small  companies  in  order  to  help  them  reap  the  same  results  from  content  marke5ng  as  the  Fortune  500  companies.  Content  marke5ng  is  truly  scalable  and  can  work  for  all  businesses  and  business  sizes!