So you’ve done everything right. The creative looks great, the offer is irresistible and the list couldn’t be better. The program launches and ¡viola! the response rates are high and the consumer data you are gathering is useful to both you and your client.
Woot! Things are going great, what could possibly go wrong? Lots.
One of the recipients is like lion ready to strike. Armed with the power of the internet, he is convinced that he has been wronged and is just drooling at the opportunity to complain. LOUDLY. Mayhem is possible unless you have your wits together.
In today’s marketing world, consumers have more power than ever before. As consumers we can review products, services and the companies that supply them. We have the power and the right to blog and reinforce our personal tastes and experiences. But there are lions in the grass.
And as a marketer you need to be ready for them. Scan the blogs and forums, looking for your company’s name. If a hit comes up, have a plan of action. If the blog site is frequently visited, address the consumer’s concern and do your best to explain your side of the story.
Make sure that you are transparent; don’t pretend to be someone you aren’t. Full disclosure and honesty are the best policy. And oftentimes, the complaints are legitimate, so take this as an opportunity to listen to your customers to serve them better.
Know when to end the conversation. You do not have to have the last word. Internet arguments can be a long journey to nowhere, be aware of that and when you’ve said what you needed to, back off and listen.
internet trolls can be a problem in any marketing campaign
Do not shut the entire program down due to a squeaky wheel. I’ve had clients that have had response rates in excess of 6% with list numbers as high as 200,000 asking me if we should shut down a program because of a handful of complaints. Don’t do it! You are going to cause even bigger problems by shutting the program down. Do the math, when you send to numbers that high you are bound to get a few people looking for handouts via complaints, unfortunately that is just the nature of the beast.
In launching any program, especially those that have a high number of responders, you need to be prepared for trolls. I have always believed that it is wise advice to expect the best and prepare for the worst. When you are launching programs, you never know what kind of nutcase you are going to have at the receiving end.
Color Matters
May 26, 2009
Color makes a difference. No doubt about it, the cost of color is well worth it. Countless studies have proven that there is good reason to spend the extra dollars to purchase color, as you will receive a greater return on investment. People are attracted to color, and color used to make your ads and mail pieces stand out from the crowd.
Today, simply using color isn’t nearly enough, need to innovate with color.
As Seth Godin points out in his book Purple Cow,
“Cows, after you’ve seen them for a while, are boring. They may be perfect cows, attractive cows, cows with great personalities, cows lit by beautiful light, but they’re still boring. A Purple Cow, though. Now that would be interesting. (For a while.) The essence of the Purple Cow is that it must be remarkable.”
Seth is spot on, and this is exactly what we need to do in our marketing efforts, Be Remarkable! And color has everything to do with this, but sometimes not in the way you would think.
For example, back in my days of creating furniture advertising, we found that by switching out a few of the pieces for more colorful ones could make all the difference. As expected most consumers purchase beige couches, but we found that this was not what attracted them to store.
We found out that consumers are attracted to bright color. When we showcased red sofas in our marketing pieces, people would come pouring into the stores to find the red sofa and then ask, “Have you the same couch in beige?” Certainly it worked much better than putting a beige sofa on the piece, which only created yawns and turning pages.
My point is simple: Take risks with color! Stand out from the crowd. Use patterns and a palette that speaks directly to your consumer. Know that people are attracted to fantasy, not reality. Give them that fantasy, and you are sure to attract them.
