Often times we talk here about the value of integrated marketing and communication across all departments of your company. Maybe you’re not 100% convinced that we’re right, however. You don’t want to just take our word for it. Well, in case that’s true, we thought we’d unwind for you a campaign that clearly did not benefit from very good planning or communication. The story of all that went wrong will probably do a better job of making a case for integrated marketing and efficient communication better than anything we could write theoretically.
A good idea
The whole campaign started with a really good idea. PBS was getting ready to air the premiere of season three of Downton Abbey on Sunday, January 6. American fans of the show had been waiting with baited breath for season three, which had already aired to completion in the UK. Before the episode started PBS aired a program that went behind the scenes of the show, and there were also a fair number of fundraising breaks. The idea, which I thought about praising in a post because it made such good sense, was to motivate people to contribute money by promising them a DVD set of season 3. For salivating fans who couldn’t stand the idea of waiting weeks and weeks to get to the finale, this was a perfect give-away. In fact, as one of those salivating fans, I can tell you that offer was enough, along with the ongoing attacks on PBS, for me to become a first-time contributor.
What could be better, right? A win for me, the “customer,” and a win for PBS.
Problem One: Shaky Customer Service
The phone number to call was more dominantly presented than any website to contribute, so I grabbed my phone and my credit card and prepared to make my contribution. After being on hold for a few minutes, I was connected to a person whom I could barely hear. It seemed like they could not hear me, either, because everything I said had to be repeated and clarified several times. Since I was going to be giving important information like my a) shipping address and b) my credit card number I was nervous about what appeared to be a pretty good chance for mistakes. I told the person (nicely) that I couldn’t really hear them and that I would go ahead and make my contribution online.
Problem Two: The Offer is Not on the Website
Having received the wrong URL from the person I had spoken with, I glared at my television until the next fundraising break, where the correct website was shown. I once again grabbed my credit card. Did I want to contribute? Yes. Did I want a thank-you gift? Yes. I wanted season three of Downton Abbey. Guess what was NOT included in the list of possible thank-you gifts. That’s right, season three of Downton Abbey. Even though the television fundraising effort was being targeted specifically to people like me, there was no special page for that particular deal, no mention of it, absolutely nothing.
Problem Three: You Aren’t Listening Online
The website did feature a link to my local affiliate’s Twitter feed, so I decided to alert them that the offer they were so heavily promoting was not on the website to which they were driving traffic. I have yet to get a response, and since it’s been over a week, I’m fairly certain I’m not going to get one. If you hint that you are accessible via social media, you should definitely have someone there to respond in case major problems arise (even if you dont’ want to hear about any problems).
Problem Four: Your Messaging Doesn’t Match
Time was ticking and I was close to giving up on the whole ordeal at this point. I decided to try to call one more time. This time I reached a person whom I could hear clearly and we went through the entire data collection process. Just before we hung up, the person mentioned that I would be receiving my DVDs in 2-8 weeks. This was a far cry from what was being promoted on the television channel. The language there was very much along the lines of, “You’ll get this quickly,” which was part of what made the deal so attractive (and so brilliant). The deed was done, however. There was no going back.
Problem Five: Your Product Does Not Match What You Promised
Believe it or not, the 2-8 weeks translated into less than a week before delivery. I received my package last Friday. Excitedly, I ripped open the envelope and found three DVD cases. At first I figured season three somehow was taking up that many DVDs, but then I noticed that I had been sent the entire series, a gift that was supposed to be tied to donations twice as much as what I had given. I looked at other paperwork I had received and they recorded correctly the amount I had agreed to contribute. They simply sent me the wrong gift. Either that or the people promoting the campaign on television had the entire program incorrect as they were speaking about it. If the station made this mistake several times, they lost themselves most of the good that any of the contributions would have done as they gave away far more products as they should have.
All of these mistakes are easy to make if your campaign is not carefully planned or if it is not clearly communicated to ALL parties involved. With planning, integrated efforts, and good communication, all of these mistakes are easy to avoid. If you want to make sure your campaign is in good shape before you launch it, let us know. We can help make sure nothing snuck past you in your planning efforts!
Image Credit: http://www.flickr.com/photos/66163349@N05/6846884859/ via Creative Commons