Tag Archives: failure

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

Billboards, You can Mess it up Easily – Dumb Marketing Move

This week’s Dumbest Marketing Move goes to……I don’t know! We don’t know what company this is on the billboard. (pictured below).Maybe they thought it was a clever billboard, but they are really missing the boat and it was an expensive trip. PLEASE LET US KNOW WHO THIS IS IF YOU KNOW. We will send them a dumb marketing move certificate in honor of this award!

Four major flaws in this billboard are that there was no logo included, no contact info or website, too much copy and it required too much thinking. Billboards are one of the hardest forms of advertisement out there and this billboard brings that point home. Billboards require the most creative thinking in copy writing. You must be succinct, saying what you need to say in a few words. You have less than 3 seconds to get your point across to your audience, even if they’re only driving 35 mph.
Lesson Learned: Keep your copy short, dummy proof it, make it obvious what it is for, and use a visual! Visuals on billboards speak louder than words, unless your words are clear and concise. Here’s an example of a good billboard, which was picked because off the top of my head I didn’t know this logo but the message still came cross loud and clear

Leave a comment

Filed under Free Marketing Tips, Marketing Curmudgeon

How to Lose a Customer – Dumb Marketing Move

This week’s Dumb Marketing Award goes to GoToWebinar

Just when I think I have to find another example of a dumb marketing move, there it is happening to me. This week we are searching for a webinar software for a new webinar series, “Smart Marketing for Small Business”™. In our search, we decided to go with GoToWebinar (GoToMeeting’s sister company).

I call and give my information to the person who answered, that’s a good move, a person answering the phone. Then she told me that she is going to transfer me to a sales person who can answer my questions about features. She transfers me and I get voicemail. Odd, but I thought, maybe this isn’t too bad. They called me back within 30 minutes.

I have a good talk with the rep, he answers all of my questions and he says that he’ll email his contact info and the set up instructions. Perfect! An hour later, there’s no email so I call back and the phone just rings and rings. Eventually, I get a recording to leave a message, so I did.

I waited another hour and half and still no email or no call back from our first call. So I called back and someone answered! I explained the situation, told them the reps name so he would get the sale, and I was put on hold for 15 minutes. The receptionist didn’t tell me why I was on hold for so long, or that the rep was on the other line with a customer. Nothing. So I just hung up.

So, we call back again since we were still waiting on the sign up email or a phone call back, and this time we left a very disappointed voicemail regarding their service, since no one answered again. We explained that their lack of attention to our phone calls and our interest in PURCHASING made us question their product.
All of this happened over two days ago, we never received a phone call or the promised email, so we don’t think this is just human error. We think it is lack of organization and management. This all boils down to that they lost a sale.

So now, we’re searching for another company.

Lesson Learned: Even though you have good rapport with a customer and they said they want to buy your product, follow through and attention to details is a very important quality. Just look at GoToWebinar. They lost a customer and now we’re telling others about it. “Take care of your customers or your competition will.” – Anonymous

Leave a comment

Filed under Free Marketing Tips, Marketing Curmudgeon