Tag Archives: dumb marketing move

Not Being User Friendly will be YOUR Business’s Pure Death – Dumb Marketing Move

This Dumb Marketing Move award goes to Pure Death Productions. 

So, you’re a hard rock band. That means you need everything “hard-core”. You need black clothing, skulls, and a scary name; but that doesn’t mean it needs a font that I can’t read. Just so you know, I’m not picking on them because its death metal…this is just bad.

Pictured below is a flier that I picked up while at a bar, because I thought it was so horrible.

They did quite a few things that you shouldn’t do in a promotion piece 1) they used a black and white theme, which is fine, but the design could have been much better; 2) the day and time are typed in black text with a white outline in a black box. If they made the box white, that would have been much better and it would have really stood out and 3) they also used text for the bands names that I can’t even read. This is the production company; they should realize if you’re promoting something, you want people to be able to read it!

Lesson Learned: Always remember it is important to be “User Friendly” in every way possible with your customer or prospect and it’s the most important in your visual communication. Just because you think something is cool and goes with the style you’re trying to portray – you need to look at promotion pieces with a new set of eyes. Even if your budget isn’t big, be critical, because if you’re not, it’s going to look unprofessional and it won’t be as effective as you had hoped. Use white space in your designs – it is your friend. And don’t be afraid to do something different that your competition is doing. If they’re using traditional colours, go opposite of them and be bold.

___________________________________________________________________________________

“Outthink the Competition Rather Than Outspend Them”

Author: Leslie Wolff, CEO of Smart Marketing Group, speaks from experience as an entrepreneur, sales and marketing executive plus advisor and coach. Les has “walked the walk and talked the talk.” The knowledge that he imparts with passion has been learned in the toughest of schools, “Real Life!”, in the trenches, on top of the mountain and everywhere in between.

Advertisements

Leave a comment

Filed under Free Marketing Tips, Marketing Curmudgeon, small business

Survey Your Customers – Dumb Marketing Move

This week’s Dumb Marketing Move goes to Deep Spring, a product of Coca-Cola.
Sometime what one considers a “dumb” marketing move is really a result of a management that doesn’t pay attention to its business or worse has a lack of a communication channels that consumers, trade customers or their own employees can’t make them aware of an ongoing problem with their product or service.
These thoughts went through my mind when recently on a business trip to Australia the following scenario took place.
I was staying at Jupiter’s Casino Hotel in the Gold Coast, an upscale establishment and I was fortunate to be staying on their “Executive” floor which had certain benefits such as continental breakfast, the availability of snacks during most of the day and non-alcoholic beverages all day long. It was the latter where the tale began. I went to the refrigerator in the late afternoon and took out what looked like a refreshing fruit based drink named Deep Spring – Orange and Passion Fruit. I took it back to a table with some snacks and sat down to relax and enjoy the great view. I tried to twist the cap off but after 5 minutes of trying gave up. Now I am 5’11”, 200+ lbs, exercise on a regular basis, consider myself relatively strong, so it was a little embarrassing to ask the petite hostess for help. She then told me, as she got out a tool to open it that everyone has the same problem. She said it is literally impossible to open without a handy tool.
What surprised me is this is a product of Coca-Cola, one of the more astute marketers of beverages. But for whatever reason they don’t seem to know about this situation or if they do they are ignoring it. Thus they get ore “Dumb Marketing (or Management) Award”.
Lesson Learned: You want your company to be user friendly! Don’t forget to survey your customers on customer satisfaction. You might be surprised what you find out about your product or service. You might want to keep it anonymous to get the true feelings of your customers.
_________________________________________________________________

“Outthink the Competition Rather Than Outspend Them”

Author: Leslie Wolff, CEO of Smart Marketing Group, speaks from experience as an entrepreneur, sales and marketing executive plus advisor and coach. Les has “walked the walk and talked the talk.” The knowledge that he imparts with passion has been learned in the toughest of schools, “Real Life!”, in the trenches, on top of the mountain and everywhere in between.

Leave a comment

Filed under Free Marketing Tips, Marketing Curmudgeon

Don’t Throw Your Customers Away During the Sale Season – Dumb Marketing Move

This week’s dumb marketing move goes to Macy’s.

Black Friday. It gives sales a whole new meaning. It’s the start of the sales season, free shipping, and great discounts with a mix of crowds, chaos, and long lines. Macy’s, one of my favorite shops around, was a disaster in the aftermath of Black Friday.

I went to go look at the shoes because Macy’s has some of the best shoe sales every season.  Once I got there, I was severely disappointed with what I saw; shoes were in no particular order, the employees were less than helpful and couldn’t keep organized as to who was helping who. The displays were a mess and there was a no clear distinguished section for line and people just standing around.

Because the shoes were in such disarray, it was hard to really tell what was priced what because they were moved from table to table and different prices were posted. Also it was impossible to use the coupons that Macy’s has been marketing because “the items were already sale” so it wasn’t permitted to use them.  Macy’s is normally such a nice, orderly, and friendly store, but with the rush of the holiday sales, it’s best to steer clear unless you have infinite patience and an understanding of people and the craziness that comes with holidays.

Lesson learned: If you’re going to offer sales that are hard to pass up, make sure that your customers are taken care of and make sure that you can offer them assistance. Also, when promoting seasonal sales, make sure you make it possible for your customers to utilize all their benefits, including coupons and discounts.

_________________________________________________________________

“Outthink the Competition Rather Than Outspend Them”

Author: Leslie Wolff, CEO of Smart Marketing Group, speaks from experience as an entrepreneur, sales and marketing executive plus advisor and coach. Les has “walked the walk and talked the talk.” The knowledge that he imparts with passion has been learned in the toughest of schools, “Real Life!”, in the trenches, on top of the mountain and everywhere in between.

Leave a comment

Filed under Free Marketing Tips, Marketing Curmudgeon

Referral Programs, Think it Through First – Dumb Marketing Move

This week’s dumbest marketing move goes to Netflix!

They’re a great company and have done some pretty good marketing, such as The Wizard of Oz anniversary where they allowed everyone to view the free stream of The Wizard of Oz on the day of the anniversary. But this one definitely takes the cake.
In the photo below, you can see that they are attempting to have a referral program. The only problem is you get nothing for referring your friends and family. Even if it’s a $1 off your subscription for a month. . .they literally give you nothing in return! Oh wait, there’s a circle that says “Thanks for sharing Netflix”.
So, I’m supposed to give out these handy FREE month’s subscriptions to my friends and family, which you can already get if you just go to their website?? What am I missing? From my understanding, you can’t even start a membership without having a free month. Sorry guys, you need to do better than that for me to want to share this. Three cheers for the dumbest marketing move!!
Lesson Learned: Don’t forget the “WIIFM” effect, “What’s in it for me?” Referral programs have a broader reach if you give a reward to loyal customers, who may eventually become brand advocates.
_____________________________________________________________________________________
“Outthink the Competition Rather Than Outspend Them”

Author: Leslie Wolff, CEO of Smart Marketing Group, speaks from experience as an entrepreneur, sales and marketing executive plus advisor and coach. Les has “walked the walk and talked the talk.” The knowledge that he imparts with passion has been learned in the toughest of schools, “Real Life!”, in the trenches, on top of the mountain and everywhere in between.

1 Comment

Filed under Free Marketing Tips, Marketing Curmudgeon

Communication Breakdowns Results in Disgruntled Consumers – Dumb Marketing Moves

This week’s Dumb Marketing Move goes to: University Crossings.

As a college student I wanted ease of access, so when I signed up for my apartment I had to opted for an automatic monthly payment. I figured that it would be easier than having to remember to go to the office every month and bring a check, but in the end it was not.

There were no problems up until May, when the automated service was changed, without any notification for the residents. I was sent a letter in mid-May stating that I was being evicted and had ten days to vacant the apartment. I was shocked, to say the least.

I called the office and told them that is was a mistake because I paid my rent. I was informed that they had not received my May rent therefore the eviction letter was sent. I checked my bank account and saw that, in fact, that was true. What I wasn’t told by the main office was that they changed their system and no longer took automated payments.

This frustrated and annoyed me because as a company that should be in communication with its leasers, did not email, call or in any other way inform the residents of the pending changes. It resulted in a lot of chaos that could have been easily avoided and the loss of many residents.

Lesson Learned: An ill-informed customer is not a happy customer. Make sure your company is user friendly. If you’re changing something major that affects your customers, have a plan to inform your customers. Make sure your employees are able to help your customers if they have questions and put it in writing. Send a letter to each customer, as well as a reminder email or letter.

__________________________________________________________________________________

“Outthink the Competition Rather Than Outspend Them”

Author: Leslie Wolff, CEO of Smart Marketing Group, speaks from experience as an entrepreneur, sales and marketing executive plus advisor and coach. Les has “walked the walk and talked the talk.” The knowledge that he imparts with passion has been learned in the toughest of schools, “Real Life!”, in the trenches, on top of the mountain and everywhere in between.

Leave a comment

Filed under Free Marketing Tips

Customer Service Costs the Customer – Dumb Marketing Move

Comcast Cable TV – Customer ServiceI recently received one of those automated calls saying that I was behind in my payment. As it was, I had been traveling and had just mailed payment to them that morning. I decided to call and try to talk to someone in the billing/customer service department to advise them of this.That is when I got a recording saying that if I wanted to talk to a “customer assistance” person rather than deal online it would cost me $4.95. My first thought was this was incredulous or perhaps it was a trick by Direct TV to recruit me as a customer. But no, it was a Comcast rule, so I went to the web and found that their online customer support system doesn’t work well with those of us who use a MAC. 20 minutes later I finally found a way to send them an e-mail explaining this situation and expressing my dismay with their version of being “User Friendly.” Follow up calls , when I could reach a human contact said I had misunderstood the message.

Thus I eagerly nominate Comcast for the honor of the Dumbest Marketing Move of the week, month, year, decade or century…take your choice.

___________________________________________________________________________________

“Outthink the Competition Rather Than Outspend Them”

Author: Leslie Wolff, CEO of Smart Marketing Group, speaks from experience as an entrepreneur, sales and marketing executive plus advisor and coach. Les has “walked the walk and talked the talk.” The knowledge that he imparts with passion has been learned in the toughest of schools, “Real Life!”, in the trenches, on top of the mountain and everywhere in between.

Leave a comment

Filed under Free Marketing Tips, Marketing Curmudgeon

Electronic Trash Turns Away Customers – Dumb Marketing Moves

This Dumb Marketing Move goes to Comcast.

Email marketing is a big deal. When a customer gives a company their email, it is quite the step for the customer. It’s a line into their personal life. With that said, I ran across an article about Comcast’s email marketing that seemed….sneaky. It was a new product, never introduced to this customer and they thought it was spam.

Here is the email they received:

Dear Comcast Customer,

Your immediate attention is required. Constant Guard™ identified that one or more of your computers may be infected with “Bot”. We strongly recommend that you visit the Comcast Constant Guard Center at https://constantguard.comcast.net for important information on how to remove malicious software from your computer(s).


A “Bot” is malicious software or malware that is used to gain control of your computer, typically without your knowledge. Online criminals can use Bots to collect your personal and private data, such as Social Security numbers, bank account information, and credit card numbers by monitoring your keystrokes. This can lead to identity theft and fraud.

We appreciate your prompt attention to this important online security notice.

Sincerely,

Comcast Customer Security Assurance

Lesson Learned: As a company, small or large, you must respect each and every email. If you don’t, you can easily lose a customer’s trust, they will want off of your email list, which means you lose most of your contact with this customer. Yes, there is social media but more than likely once you cross the line of making a customer feel uncomfortable in their inbox, they’re done. So remember, when introducing a new product, do it with integrity; your customers will see right through it otherwise.

3 Comments

Filed under Marketing Curmudgeon