I’m always banging on about my own experiences as if they’re a relevant barometer for other things. It tends to mean things are limited to football, marathon running and new parenthood. All fascinating as I’m sure you’ll agree.
I’m generally of the opinion in my personal and professional life that you shouldn’t do anything that you wouldn’t think was good enough if you were in the other person’s shoes.
For example, I’m invariably nice to shop assistants, having been one. I was really nice to customers as well. I once sold two pairs of shoes to Tony Booth (an actor from the 70s and Tony Blair’s father-in-law) and his wife, and he literally doffed his cap as he left the shop.
So, to get to the point, now I work in marketing, I am disappointed when marketing is done badly …
I came out of contract with my broadband and TV provider recently so looked for an alternative. There aren’t many and, in my postcode, there aren’t any.
So why am I now being remarketed to by a TV provider who doesn’t cover my neighbourhood? Loads?
I have been on your website and you told me I can’t have your product. Until you tell me otherwise, I’m not going to buy it (plus, it was two months ago).
You know I know your brand. I appreciate you’ll want to keep me warm for when I review my arrangements again, but I can’t move for your ads on TV anyway.
I really like the ads incidentally. I really like the brand. I don’t like the wanton disregard of a really simple (and powerful) mechanism that’s available to you, when running good programmatic display, or even now in paid search.
Profile me. Segment me. Cut me out, for the moment. I am a great person to have a record of. There probably aren’t that many examples of someone being an aspiring customer of a utility company.
Let’s ignore the fact that you’re missing coverage of my area – I don’t exactly live in the back of beyond. Surely you have a strategy for finding a local audience as you roll out the network? Wouldn’t previous enquiries be a phenomenal data stream for that? Then you could find people who look like me.
There was another provider I checked out, tentatively. They could offer me elements of the service, and I went deep into the journey via an affiliate site. I’ve heard nothing else from them. I don’t know which is worse.
There are lots of things that will come to be much better known by seven year-olds than adults. What effective marketing looks like shouldn’t be one of them.