A presentation to IABC Houston ESIG (entrepreneurs strategic interest group) by Paule Shea Hewlett and Susan Burnell APR, 11 Nov 2010

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