Posted on : 2023-07-21 02:45:44
Article : Good evening Friday Management TASK 251- Sometimes what you thought was a great idea can go terribly wrong in so many ways. Whether it’s how it's executed or how it's perceived, the end result can be a complicated mess that can hurt your brand.
An idea can sound great in the conference room, but when you get it out there... not so much. Sometimes what you thought was a great idea can go terribly wrong in so many ways. Whether it’s how it's executed or how it's perceived, the end result can be a complicated mess that can hurt your brand. Today, marketers are exploring new channels and new media. Competition is intense and as you chase after that viral video or trending tweet, marketing fails happen. In fact, even the biggest, most recognizable brands make them. And these blunders can be incredibly costly.
Quiet a few times we see that marketing campaigns fail and we wonder why? The most straight forward answer is, marketers forget who they're advertising to. A lot of blunders can be accounted by the fact that marketers sometimes take their eye off the prize and focus on being "creative" or "unique" rather than reaching their target audience. Creating campaigns that stand out is an important part of the process, but an effort to be ostentatious should never come with the compromise of alienating your buyers. Some organizations simply don't have realistic goals for their campaigns or they just got the timing wrong. Admittedly, a campaign can flop by sheer bad luck. But there are still certain precautions you can take to minimize the risk.
Marketing campaigns are meant to communicate the value your business can provide. What needs can you meet? How do you do it different from others? Share a bit of personality and set the tone of your brand. If your campaigns are lacking the purpose of uplifting your brand and drawing in customers, then it's pretty much set to fail. In an age of consumerism and digital media, all eyes are locked onto a brand's every move. That's great for product launches and brand awareness, but it can easily backfire on a company if they miss the mark. Here are some examples of marketing fails that made us wonder.
Dove had a win with the positive body image “Real Beauty" campaign featuring real women in a positive light. It was an empowering campaign. In fact, the campaign has been running for 15 years and is widely noted as one of the most successful marketing campaigns. The company is striving to help reinforce a positive body image for women.
Then, Dove got their hands dirty. In England, they released limited edition packaging designed to present diverse representations of female bodies. Their packaging compared women's figures to abstract, shapeless soap bottles. Simply put, the packaging sent the wrong message. The release became a punchline and a source of genuine concern on social platforms like Twitter and Facebook. They only released seven different shapes to choose from, forcing women to choose the bottle that matched their shape. Instead of reinforcing a strong body image, it ended up increasing self-consciousness.
Similarly, Audi had a embracing experience. It’s always important to check out a car before you purchase it. Audi turned this idea on its head. In the commercial, the groom's mother walks up to the altar and starts checking out her soon-to-be-daughter-in-law. She pinches her lip, pulls on her ears, and looks at her teeth and tongue, before giving a nod of approval to her son. Then, the tagline reads, “An important decision must be made carefully." Unfortunately, this commercial miss the mark by objectifying women and reducing their value to that of a vehicle. It was far more offensive than it was humorous.
To make this TASK part more useful to the young marketers and start-ups and sometimes please do send your experiences or situations you came across. You can post them on our inbox or send to your mail.id. We would post few marketing campaigns which are great success on our Good morning management solution post on 24th July 2023.
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