and I guess they are more interesting to read to!
So here we go.... Marketing Flops!
1.
Firstly, a US brand, SpaghettiOs posted this tweet in commemoration of the anniversary of Pearl Harbour:
This tweet will live in infamy / @SpaghettiOs Take a moment to remember #PearlHarbor with us. http://t.co/C9dTJSDGF5
— David Clinch (@DavidClinchNews) December 7, 2013
Uh, brand. You're doing it wrong RT @SpaghettiOs: Take a moment to remember #PearlHarbor with us. http://t.co/bsfQPgNKkJ
— Shawn Reynolds (@WCL_Shawn) December 7, 2013
The tweet was deleted and replaced with an apology.
Never make it about yourself- a quote from Mack Collier "You don't ask others to remember a military tragedy by putting the focus on your brand mascot. NEVER make it about you."
The fact is- in order to bring brand value, make the tweets personal and empathise with people, make your tweets seem human!!
2.
In the US, the supermarket Kmart tweeted to reveal they would be open on this Thanksgiving and would stay open on Black Friday. Customers complained about the ethics of the decision by the masses:
What can we learn from Kmart's mistake?
a) Marketing isn't just about the communications you portray and publish i.e. advertising, direct marketing etc. it is also about Corporate Social Responsibility and how you treat your staff is a big part of this- as is fair competition. By opening on Thanksgiving- Kmart were demonstrating their lack of ethical standards for both, this was clearly pointed out by their customers. By publicising this fact, Kmart allowed themselves to be exposed to a storm of dismay.
b) Don't post the same response to every tweet!!! Re my above comment on SpaghettiOs make your tweets personal! If customers have an issue or complaint they want to feel valued and understood, not dumped in the pile with everyone else and given a phony excuse!
3.
So far we have seen American brands failing on social media, but here's a British brand who make it in to the ranks! This one comes from Facebook on Luton Airport's page:
The message behind it could have been enforced in so many better ways! The pictured they posted was from a plane crash in 2005 in which there were fatalities which included a 6-year-old boy.
Way to show your insensitive side?? I don't think this example needs much explanation as 'what not to do'...
4.
This little gem from Red Robin....As a vegetarian I can't say I am highly offended by this advert, however I can imagine how, especially in the US Culture, some people would be. The fact that Red Robin suggests that "vegetarians are just going through a phase" is poking fun at peoples' beliefs and I believe as a brand anything which ANYONE could find offensive should be avoided!
What can we learn from Red Robin's mistakes?
a) Understand the culture of your target audience and make sure you respect, inhabit and encompass it into your consistent branding themes. Make their culture, your culture....
b) I feel like Red Robin could have completely turned this around with a good recovery strategy and clever PR. When you make a muck-up- recover, recover, recover. They could have offered vegetarians a free burger, introduced new vegetarian options or even created a new ad campaign to turn this one on it's head! However, the disaster recovery wasn't effective and the video and it's angry responses went viral....
Check out these video responses on YouTube:
5.
Just read this article on Food Beast: 14 Ways To Ruin Your Restaurant Business and Lose FriendsUh oh..... major fail! Be careful about your own publicity!! Pretty sure thats the No1 Rule of Marketing....
Let me know if you enjoyed this post! I may do more like it!!
All opinions are my own!
Stephanie
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