In these enlightened times when I can get the very best internet access from some paddock on the outskirts of Melbourne, where same sex marriage might even become law in these conservative ruled times, that I have a smart device that tells me I slept 6hours 13 minutes and woke twice (once to try and figure out what episode of Game Of Thrones I was up to, second time to wonder why I was not married to Henry Rollins)…why, WHY does bad marketing persist?
There’s so much big data around to tell marketers and advertisers who their customer is, what they want to buy, how they want it delivered to them, what colour option they’d prefer and what the name of their first car was…and yet, we’re bobbing about in a sea of bad marketing.
Why is that? Seriously I’m mystified.
Exhibit A, members of the jury: This Mercedes-Benz ad
I worked with Mercedes from the mid 90’s to 2006 doing their motor show stands across Australia. And I totally fangirled the brand. How could I not when I slid into the seat of the CLS coupe that was worth 4 times the amount I paid for my 1 bedroom cupboard in Melbourne? They got the shakes after the GFC when their message become muddled and unfocussed which in some ways was understandable after it got the cash stripped out of it, jettisoned the nutty match up of Chrysler and then sought to re-establish itself in the luxury car market. If this ad is any indication, they need to go into the room of mirrors and take a good hard look at themselves.
Alienating 50% of potential purchasers with a dour, fun-killer female is lazy and bad marketing. What kinda blows my mind is that this claptrap made it past the agency concepting whiteboard, through the suits at Mercedes and at every level it got ticked off without anyone saying “Hang about, isn’t this going to piss off a core group of our customers?” When you are dropping some serious coin on a luxury car you want to feel successful, prestigious, free and golden. Unlike the commercial that portrays women as hard nose harridans capable only of smirking like a know-it-all or eye rolling. Mercedes, time to lift your game, ladies love the luxury marques too.
Exhibit B, members of the jury: The Australian Liberal Government
No surprises, I’m not a liberal lover. And I could write a 7,489 page manifesto of the things that tick me off about them and not being able to market their message affectively. And let’s be clear, every government needs need market effectively, it’s how you bring the public along on the new vision you are creating for Australia’s future. They need to get their message out to the community, sell the hard policies and successfully celebrate the wins. But jury members, we reached a new low on morning TV recently. I nearly choked on my toast and Vegemite one morning when Tony Abbott was rabbiting on about dealing with the children of suspected terrorist who have left Oz. Just watch.
I can’t even….
Mr Abbott said the law would be applied to people regardless of their age or gender and that the children of criminals would be “dealt with in the same way [they] are usually dealt with”.
Like Tony, exactly how do you deal with children…children of alleged terrorists? Is it sending them to an off-shore detention centre, housed in the most basic conditions, for an indefinite period, behind barbed wire, mingling with people who have suffered trauma, are dealing with complex mental health issues and most heart breakingly, have abandoned all hope.
These are children we’re talking about, whose only crime is being born to alleged batshit crazy parents. One more time with feeling: children. Tony’s really missed the marketing opportunity to sell his proposed citizenship reforms by going all hardline with kids who should be playing with Tonka toys and instead have the misfortune to be stuck in Syria with a dead dad and a mum who’s stateless. Way to go Tony coming on all heavy on the kids. Marketing fail.
Exhibit C members of the jury: St George Bank
I just paid off the home loan of my 1 bedroom broom cupboard in Melbourne. But context: This cupboard was bought back in ye olden days where you could pick up a home in Melbourne that did not require living 6 lifetimes to pay off the mortgage. But still, I was pretty pleased with myself paying it off and no longer co-owning with a bank.
So I received letter from my lender St George in mail. I’m a hopeful Harry. I try and think the best of people. I like to think that people are not dumb arses and have no clue about merging in traffic and instead are helping me develop fast muscle fibres as I avoid collisions with cars that inexplicably own no indicators or rear view mirrors. So I was hoping for a nice letter from St George congratulating me on me achieving the Great Australian Dream. But no. I was encouraged to plunge back into debt and fund some lifestyle purchases such a boat, a holiday or a pool with obligatory pool cleaner named Coco. The call to St George to see if I got any congratulatory love went no better. After a terse exchange because I was passed through several departments to reach “I-want-to-discharge-my-loan-and-not-take-up-your-offer-of-pool-and-Coco” I was dealing with the happy news to free myself of the St George loan shackles, I would be charged $350 and what account could they take it out of?
“Um…none? What does that $350 get me exactly?”
“It was in your contract you signed”
“Yeah, that was back in ‘97 so details are a bit sketchy 18 years down the track…but what’s the $350 for?
“It was in your contract.”
“I’m hearing you. But what’s it for? Exactly?”
“Your contract. The fee was in there.”
“I can’t even…”
So sum total of that total waste of a marketing opportunity by St George to congratulate me, treat the event as something to be acknowledged with a branded something sent in the mail…hell, I would have been been happy with a plush mini dragon at that point. Instead, the lack of feel-good marketing has got me thinking instead of shifting all my banking to a smaller firm that understands that it much easier to keep an existing customer happy than chase a new one.
The green dragon needs to ante up. Marketing FAIL.
Ok, I’m hopping off Dobbin my personal hobbyhorse to shake by tail to this:
Yep, no good marketing comes easy. Feel free to share your own bad marketing examples in the comments below.