Too bad my local Taco Bell doesn’t open until 7am and the clown dictator lets me in the door as early as 5:30a. I’ve stood outside the door at 7:05am at Taco Bell while the employees inside stared at me.
I guess the ad campaign is a waste if customers can’t get inside to buy.
I’ve said it time and time again. Operations, logistics, and customer service have a bigger impact (positive or negative) on branding and marketing than most ad campaigns do.
Last Friday, Barnes & Noble (tagline: We still sell books!) hosted a nationwide “Cool off with Olaf” event that was centered around the characters and songs in Disney’s Frozen.
We went because someone in our house (not me) is a major Frozen fan. There was minor disappointment in Bowling Green as the crowd (parents & kids) figured out that there was no Olaf character. Rather, it was a cardboard cutout that you could take your picture with.
Right. Fun times.
Actually, aside from the fact the 7pm event started at 7:15, it was still a decent time with singalongs, stories, craft, etc.
But as life teaches you, no matter how bad you think you have it, someone else has it worse. The inter-webs are alive with this week with this picture from someone who waited in line for two hours at another Barnes and Noble to meet Elsa and Anna. Yikes. (Compare this to the Florida teen who is also burning up media channels and launching a career as Elsa’s doppelgänger.)
What’s the lesson? If you’re going to do something, do it right. Many events I attend are poorly put together and you can tell there was little planning and no common sense.
On a larger scale, businesses are now trying to talk to a savvy-CGI-iPad-polished media consumer — from the old folks right down to toddlers. On one hand, it’s sad that we’ve lost some of the suspension of disbelief that made things like this fun. On the other, the old Willard Scott Ronald McDonald doesn’t cut it in a promoted event. It has to look slick and produced or many times it just won’t work. If you can’t do it to the level it needs to be done, step back and rework it on a level you can.
I often make the analogy that social media marketing is like building your house on land that you don’t own. To be certain, social media marketing is an essential element in today’s marketing plans, but to put all the marketing eggs in that basket is crazy. You have no way of knowing how the social platforms will change and how those changes will affect your strategy. Two things have popped up lately that have reinforced this point to me both as a user and as a marketer.
A few weeks ago, I was in Nashville at a speaking engagement and was shocked to discover that I could no longer check-in on Foursquare. They have split the app and now are forcing me to download a second app called Swarm to check-in.
I could easily go on for paragraphs on why this is a stupid idea (check the dreadful iTunes reviews for Swarm to get an idea of the backlash). But the main reason it affects me is that I don’t use Foursquare “to easily see who’s out nearby and who wants to hang out later” as Swarm promises to do. I used Foursquare as a diary / travel log, restaurant discovery tool, and coupons. (free chips/salsa at Chili’s!)
Unless Foursquare reverts to something similar to what it was before, I will abandon Foursquare much like Peter Shankman did.
Life devastating occurrence? Of course not. As the hipsters like to say, it’s certainly a first-world problem. But all my check-ins are there. If I stop using Foursquare, they’re gone. My personal history wiped because a few people I don’t know changed an app. And the potential for destruction lies in wait elsewhere such as my personal travelogue currently presented as TripAdvisor reviews, all my tweets, etc.
The Foursquare debacle is from an (angry) user standpoint. Marketers using social media have much more at stake with adjustments and changes to the platforms. This Facebook post from a blogger I follow shows the foolishness of how the social platforms are killing their golden goose.
And I agree with Matt. Good content always wins, but you need to gain control of your list. If your marketing strategy is just to get more Facebook fans or more Twitter followers, or whatever, then you are ensuring your eventual failure when you no longer have access to those consumers you worked (and maybe paid) to get.
Your goal (every marketer’s goal) SHOULD be to gain more audience who is dedicated to consuming your relevant content. Use social media as a tool to deliver that content, but own your list.
Always remember, especially with social media, that if something is “free”, then YOU are the product that is being sold.
Dear small business whose ad is featured in this photo…
Firstly, you’re not “using” the right term for people to “like” your page on “Facebook”.
I further “suggest” that you actually take a step back with your social marketing “strategy” to find actual “fans” and “customers” to connect with through social media than using a short-sighted “bumrush” to win something that has a $99 “value”.
This graphic popped up on my LinkedIn feed today. Many people were amen-ing and high-fiving the content in the post’s comments. I suppose it backs up why I’m a horrible salesperson and why I dislike so many salespeople. Apparently, the key to successful sales is to annoy people to death.
I’d rather people buy things from me because they have said “this is something I want and need” rather than “alright, I’ll take it to get you off my back”. I think that leads to the 2nd sale.
People tend to think of spammers as shady dudes sending emails about questionable manhood pills and Nigerian fortunes, but there are lots of ‘legitimate’ business owners who are email spammers.
It’s because of one of the primary marketing sins of many business owners — “I think my business is interesting, valuable, needed, etc — so therefore everyone does.”
A few weeks ago, I had answered an inquiry from an owner of a speakers’ bureau about my speaking services. We traded a few emails. It didn’t go anywhere. I thought we were done. This morning, I crack my email open and find I’ve been added to their email newsletter that I had never asked for. Looking back through the correspondence, I now think this woman just trolls LinkedIn looking for people to add to a list.
Do you have an email subscription list? Here’s the simple rule: If you add someone to a email list and they haven’t specifically asked to be placed on that list, then you are a spammer.
The basic definition of SPAM is email that you did not ask to receive.
If you’re adding people to the list who don’t care – or even worse if you’re buying names to add, then you’re wasting time, attention, and money and slowly destroying your reputation. Don’t do it.
This is not a hard thing to understand. Permission marketing works better than force feeding. It’s better to have an audience of 50 that want to listen than to have an audience of 50,000 that don’t care and never will. It’s not about numbers; it’s about the relationships.