Someone’s Getting Fired: Totally Avoidable Marketing Disasters That Will Make You Cringe
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The document discusses five marketing horror stories that resulted from avoidable mistakes. Horror story #1 involves using stock photos without checking if others were also using them. Horror story #2 is about using QR codes and domain names without renewing them after campaigns end. Horror story #3 is about giving away too many prizes without understanding the long-term outcome. Horror story #4 is rolling out great promotional ideas without setting rules and limits. And horror story #5 involves social media campaigns that had unintended consequences. The document recommends building a diverse team, collaborating, increasing chances to catch mistakes, maintaining approval processes, and creating visibility to prevent these types of marketing disasters.
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Someone’s Getting Fired: Totally Avoidable Marketing Disasters That Will Make You Cringe
- 1. Someone’s Getting Fired: Totally Avoidable Marketing Disasters That Will Make You Cringe Jan Sysmans @jsysmans Head of Field Marketing, Wrike Integrated.Live - 17 November 2016
- 2. Title Remember Life Before iPhone?
- 3. Title “That world has changed; the way we work must also change” Jennifer Miller, Director of Product Strategy, Coca-Cola
- 4. Title
- 5. Horror Story #1 - Stock photo twins Horror Story #1 - Using Stock photos
- 6. Without Checking Who Else Is Using Them Too
- 7. Horror Story #2 - Using QR Code and Domain Names
- 8. And Not Renewing Them After The Campaign Ends
- 9. Horror Story #3 - Getting Carried Away
- 10. ● Cost to Pontiac (GM) of giving away 276 cars: $8M ● Few people remember which car was donated ● After some initial boost from the Oprah show, Pontiac struggled for the rest of its life; brand terminated by GM in 2010 ● PR value to Oprah: Priceless Without Understanding The Outcome
- 11. Title
- 12. Horror Story #4 - Rolling Out Great Promotional Ideas
- 13. ● "The food is great," said Greg Tietz, who had his upper arm tattooed and drops by regularly for a chicken burrito and Modelo beer. ● His tattoo cost $80. That paid for itself in burritos within a month, Tietz said. ● "I'm way ahead. I think I got the better end of the deal." ● Casa Sanchez has calculated that their total exposure could be as high as $5.8M. Without Putting Rules and Upper Limits in Place
- 14. Horror Story #5 - Social Media Campaigns
- 15. That Have Unintended Outcomes
- 17. Time Will Tell
- 18. How Can You Prevent These Horror Stories From Happening?
- 19. Build a Team With a Diverse Perspective
- 20. Collaborate and Invite Feedback
- 21. Increase Your Chances to Catch Mistakes Before It’s Too Late
- 22. Maintain a Well Documented Approval Process
- 24. Thank You www.slideshare.net/jsysmans Stand E21 Jan Sysmans @jsysmans Head of Field Marketing, Wrike Integrated.Live - 17 November 2016
Editor's Notes
- There are so many more ways where things go wrong So much competition for day to day success Leads to work that is very fast Leads to work that can be sloppy or where things fall through the cracks The world has changed, especially for marketers Campaigns used to be planned months in advance, now it is weeks So the changes for fuck ups are have increased. The role of marketing How do marketers prevent that from happening Increase demand generation Nurture prospects to become SRLs / MQLs Build brand awareness Build social following SEO and SEM Differentiate from the competition Be noticed Provide “air cover” for sales Marketing is the new sales All of the above
- Back in 2012, Heinz ran a special promotion on bottles in Germany with a QR code letting consumers design their own label. They invited their customers to design their own labels, which users could submit on the contest website. A QR code gave would-be entrants a convenient way to pull up the site on their mobile devices.
- The contest ended in 2014, but there are still plenty of the coded bottles in German fridges and pantries. After the promotion ended, German porn site Fundorado jumped into the gap and registered Heinz's former address for itself, meaning that Heinz's defunct shortcut now pointed to a page full of graphic thumbnail images linking to porn videos.
- Potential financial liability: $5.8 million worth of free burritos and climbing
- McDonald’s, like many brands, had sought to open a space in social networking sites to establish an open and direct channel of communication with its consumers. However, the famous fast food chain gave a lesson regarding why companies should never lose control of conversations on platforms such as Twitter. On January 18, 2012, McDonald’s launched the #MeetTheFarmers digital public relations campaign with the purpose of creating awareness of how McDonald’s offers fresh vegetables and high quality meat on its menu. McDonald’s public relations team saw that their campaign did not have the impact they expected. Then, the company modified the name of its hashtag, from #MeetTheFarmers to #McDStories implicitly encouraged current consumers to share their own stories with the burgers and fries franchise achieving its main goal, to increase consumer engagement. The company wanted to show the level of sympathy that stakeholders had for the brand through anecdotes about their experiences with the restaurant.
- However, not only current consumers decided to share their experiences, but also non-consumers expressed their negative feelings towards the company, and they made comments about the poor service and bad food of the chain. Although the company paid to be number one in the trends list on Twitter, the results of this campaign had a negative impact on the image of the chain because in less than an hour, consumers published 72.788 tweets with negative comments about the company. The company did not respond to the tweets, but created a new hashtag, #littlethings. https://diazglaura.wordpress.com/2013/12/06/case-study-mcdstories/
- Building a team with rich, diverse experience and points of view
- Inviting feedback and collaboration from across the team
- The more eyes you have, the more opinions you get and the more mistakes you catch
- As tricky as it is to walk the line between creative genius and career suicide, it’s just as tough to strike the right balance between a thorough approvals process and one that’s overwrought. That’s why, for many marketers and creatives, process just means more stress. Extra hoops to jump through, complicated reviews involving too many people and opinions, and an endless cycle of revisions, until all that’s left is an overworked mess and a burned out team. But the right process isn’t just extra red tape — it’s a safety net. It means you can take the risks that are necessary to stand out and win the market, and rest easy knowing that all the right checks are in place and your brand is safe. Here are three costly process mistakes to avoid, plus tips for a streamlined marketing workflow that will set you up for success without slowing you down.