2 Quick Tips We Can Learn from the Best (and Worst) of Marketing
Posted by Elspeth M. on Wednesday, March 6th, 2013
If you’re the type of person who watches the Super Bowl every year for the commercials, you know exactly what we mean when we refer to the best, and worst, of marketing. While many marketers take a note of how to foster their sales based on the mistakes of others, there are a few quick tips you should never, ever ignore.
First, how does this tie into your email marketing? Simply, when you develop a list of targeted email subscribers, you also need to consider who they are, what’s important to them and how they will react to your message. Depending on their cultural background, socioeconomic status or geographic location, various marketing campaigns can have a catastrophic affect on a company’s reputation.
In email marketing, you need to make sure your email messages align by writing great headlines that speak to the reader. For best results, your copywriting will also need to speak directly to the subscriber. Let’s review 2 quick tips we can learn from the best, and worst, of marketing:
Be very careful of foreign language connotations.
The most famous case may be the marketing of the Chevrolet Nova in Mexico. As sales rocketed in the U.S., Chevy rolled out a campaign to sell the vehicle in Mexico, as well. Guess what?
Nova or No va means, “no go,” in Spanish. Therefore, not only did the fiasco go down as a legendary marketing mishap, but Chevy lost millions of dollars thanks to a simple foreign language oversight (i.e. they were trying to market a car that ‘doesn’t go.’)
Spanish is not the only language you may have issues with depending on your geographic location. Be aware of pockets of ethnicity within your region. While email marketing won’t allow you to see your audience face to face, consider what words you should use based on the demographic you are sending the email to.
For example, in San Francisco’s prevalent Chinatown, you’ll see the words happy and lucky used on signs since they are triggers within the Asian culture. In India, marketing centers around clean and hygienic themes. Americans like fast, quick and easy. These little word choices make a big difference in your reader’s response.
Stay short, quippy and positive.
It’s interesting to note what people respond to the most on social media. Pictures will get 53% more likes than other posts on Facebook. Using this data, we can also infer that email marketing audiences will respond to different aspects of your campaigns.
Among the worst marketing slogans, Camel cigarettes tongue-in-cheek approach fared poorly (i.e. More doctors smoke Camels than any other cigarette.) Then again, so did KFC when they suggested we should, “Unthink what we thought about KFC.” Why?
Well, for one, these were both an attempt to avert savvy consumers from the truth: cigarette research certainly isn’t favorable and, according to urban legend, KFC wasn’t using real chicken. Whatever your opinions, keep your marketing short, quippy and positive.
The slogans that did the best were related to happy thoughts. Even today, Just Do It (Nike) and Gotta Hava Wawa probably stick in your head. Keep your email marketing ideas above board and focus them on bringing something inspiring or interesting to the lives of the folks you’re marketing to.
If you need to consider the best tactics for your business, don’t hesitate to take a look at some of the best, and worst, marketing you’ve seen other companies use. Take notes on what you think worked for them and what didn’t. Then, focus on providing the right message in a positive way to your targeted audience. Use out 2 quick tips to make sure you’re getting it right every time.
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