Recently I came across a company that I just had to post about. After a couple searches and two marketing videos I was astonished someone actually paid for such pitiful marketing. Here are a few lessons I want to share about marketing from a terrible example.
- Lose the ego. When a company’s’ biggest fan is itself then there is a problem. Unless a company is actually an established leader and has media evidence to support that fact, then it should not brag. Focus on the audience, not your own company.
- Don’t use “potential” lifestyles or material possessions as evidence of the success your company creates. It is a HUGE problem when a company uses valuable video time to show off large houses, fancy cars, and happy wealthy people. That time could have been used to further describe the benefits, hear a testimonial, or share an analogy. Business is not about selfish possessions, it is about helping people.
- Don’t flaunt your company’s revenue. If you have to stoop to using your revenue as part of your marketing message then you’re obviously not that interesting. Since when have your seen an Apple ad with the 2010 revenue? Or Old Spice? Or Coke? Hmm…how about NEVER!
- Stop dumbing things down. I didn’t say stop “simplifying” but stop speaking to adults like they are children. It’s insulting to hear lines like, “With hard work, patience, and creativity you can be a success too.” Does this line inspire you? Seriously, if it does write a comment below and explain why. I think every sane, competent person knows success comes from hard work, patience, and creativity. You can certainly add to this list as well. Also, what does this say about a specific company? NOTHING! You will be successful at ANY company if you implement these things.
- Establish good public relations. When the word “scam” is the first Google suggestion then you have a problem. Your public relations team should be all over this. If there are disgruntled people out there than handle the situation with care and do everything possible to make it right. Losing one customer might not hurt but losing all of the customer’s friends will.
- Don’t use the CEO as part of the marketing pitch. All that says to me is he is all about fame and fortune. Two things I would prefer not to give him. In a legitimate company a CEO helps the marketing message and leads the company. I enjoyed the Sprint commercials where the CEO explained the benefits of Sprint. That was nice. The commercial was not about how you should use Sprint because their CEO is so smart and he has been successful before. That’s pathetic.
Anything else you can think of to add? I do not want to mention the company by name for ethical reasons. Do you know any companies that fit this description?