As the year draws to a close, it seems like a natural time to consider your brand's great successes as well as those not-so-great moments over the last 12 months.
Looking back, do you have the facts and figures needed to be able to point to a specific marcomms activity or campaign and say 'that was a winner' or 'maybe we won't do that again'? Or is it more of an 'overall' judgement?
It is important to continually measure the success of your business decisions including your marcomms activity. That way, you can understand what marcomms activity worked particularly well compared to the last year and why – with tangible figures to demonstrate the link between these successes and your company’s bottom line. Perhaps most importantly, it also enables you to identify what didn’t work so well, and why. This analysis gives you the opportunity to learn from your success and mistakes year on year.
In the long term, by ensuring you marketing communications objectives are quantifiable you can be sure you are getting that all important return on investment from your activity. By measuring and monitoring the outcomes of ongoing activity, you can also react quickly to any change that may occur, whether that's within your company, your sector, your target audience or the world at large.
Thanks to an article by Nicola Kemp for www.marketingmagazine.co.uk this week, we can see a summary of the top 10 ‘marketing mishaps’ of 2012 demonstrating that even the big brands don’t always get it right.
For the full article, click here.
Here are just a couple of my favorites.
Brands use Hurricane Sandy as a sales opportunity
Not learning from the controversy that surrounded Kenneth Cole when the designer’s official Twitter account tweeted this to gain publicity from uprisings in Cario in 2011: ‘Millions are in uproar in #Cario. Rumor is they hear our new spring collection is now available online’, American Apparel made a similar mistake this year. For American Apparel, it appeared that Superstorm Sandy making landfall was a perfect marketing opportunity.
The retailer sent out an email blast promoting a 'Hurricane Sandy Sale' offering consumers 20% off for the next 36 hours 'in case you're bored during the storm'. Gap also took to its Twitter account to declare: 'All impacted by #Sandy, stay safe! We'll be doing lots of Gap.com shopping today. How about you?'. Perhaps this is not the most sensitive online marketing strategy to embrace in the middle of a devastating natural distaster.
Ryanair boss: 'Holidays are a complete waste of time'
In October this year, Ryanair chief executive Michael O'Leary told business magazine Management Today: 'Holidays are a complete waste of time. I do it because I have a wife and four children who insist that I have to go away every year otherwise they will be traumatised.' Not the best way to promote a business that relys on people travelling on holiday, is it?
Can you think of any other marketing mistakes in 2012 that are not on the list?