Marketing gone wrong, very wrong
With marketing budgets so tight these days it still amazes me how many way, way off target direct marketing pieces I receive. As a marketer, I have a visceral reaction to the waste it creates on so many levels: paper, resources, time, postage, and money.
I recently received a coupon pack and free sample from a national diaper brand in the mail.
No big deal right, EXCEPT:
- It came to my parents’ address, where I haven’t lived in over seven years.
- I don’t have children.
- I don’t plan on having children.
- No one has ever worn diapers at that address.
However despite all of the above, someone came to the conclusion that I would be a target for diapers.
I find it highly insulting that the conclusion I needed diapers probably came from someone targeted women in a certain age group and maybe income level. This data is not and should not be enough to spend money on a campaign. There is so much data available to marketers, that it’s shocking that this is the best a major national brand can do to find people that might want their product. This campaign was not backed by a strategy, but rather hope they will hit the right target. There are dozens of ways they could have gotten better data including people who have recently subscribed to parenting magazines, a baby registry or ordered baby announcements, just to name a few.
The most successful and effective campaigns have the right targets with relevant data. It is worth spending a little extra money to be sure you are hitting the right targets.
Comments
I totally agree with you. However, they probably relied on direct mail zip code information where demographics for entire zip codes are generalized and if you live in a baby-heavy zip, you may be targeted.
It's antiquated but probably so inexpensive the few returns on their investment were worth it.
Yes, but they were still using very old data.
What if they flipped it and spent the same amount on fewer and better targets and better marketing materials?
Ha! Your experience reminds me of the time that I got an email from Pei Wei telling me to relax on Mother's Day and let the kids pick up dinner. That email was also a fail because, in the fine print, it said that the offer was good for "Moms only." How are they going to enforce that?
Unless they were counting my Boston terrier as a child, I have no idea why they included me in the "Mother's Day" promo. Unless they just blasted everyone with the same message? Either way, no bueno. When I signed up, I don't even remember telling them my gender - so, how did they even know I had the potential to be a mom?
On a serious note, marketers that aren't segmenting their lists and testing their creative are setting themselves up for failure in the long run. Consumers are getting savvier and savvier and expect marketers to deliver relevant messages to their inbox (or mailbox).
A related fail is the decorations on the diapers themselves.
I can understand why a Muppet here or there might catch a kid's eye, and just might influence my purchase... but what about the Muppet printed on the *back* of the diaper? What's the message pathway there?
I'm picturing some pants-optional playground somewhere. "Say, Becky, that Elmo on your butt looks really cool. Where can I get a diaper like that?"
@Jim It's just pregame for having "Juicy" across their backside when they are 13.
@Allison: Thanks for sharing your story -- as professional marketers, we're probably especially tuned to notice bad marketing.
As an IT/operations major, it sometimes hurts to experience poorly designed processes. It's not my job to fix things in stores and restaurants but it's frustrating when I know exactly how it could be working better. Just as in marketing, "know your customer."
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