Every day your mind is cluttered with thousands of marketing messages.
Unfortunately, most of these messages are garbled, confusing, and downright annoying.
And some of this advertising is SO bad that it becomes instructive to share with you… as an example of what NOT to do.
A few weeks ago I was at my local upscale mall when I witnessed a marketing campaign from a company called Ziba that simply had to be shared.
After seeing 3 examples of how off kilter their advertising was, I just had to check out the store to see the results of their campaign. (Check out Parts 1-3 of this series for the examples)
After all, any good direct response marketer knows that the only thing that matters are results.
It was even Ziba’s "Grand Opening," so if there was ever going to be a crowd of people, it would be now.
So, without a…
- Clear idea of who the target market was
- No compelling emotional reasons to consider Ziba
- No Unique Sales Position
- No offer
- And no call to action
I walked downstairs to see if direct response was still the code to live my marketing life by.
Here is what I saw:
A dead empty store.
I stuck around for 15 minutes JUST to make sure, and all I saw was a store so quiet and bare that I swear I saw tumbleweeds floating by.
The BIG LESSON here?
We practice direct response because we don’t want to get these kinds of results.
I’m sure that whoever the CEO is of this company is not very happy about pouring tens of thousands of dollars into a marketing campaign that more than likely flopped.
Don’t you do the same.
To Your Success,
-Mark