Just because your advertiser's message is delivered in digital does not mean it works. If your advertiser is about to do something really stupid it is your job to at least suggest another course. You are the local expert on your "Reader's Point of View." You need to know how they think, what they love, and what they will see as silly marketing hype.
It seems no one had that "Reader Point of View" talk with the marketing people at Colgate recently. Ken Magill, posting on the "Direct" website today described the unfortunate result:
SmileTalk arrived in my Gmail account last week. “You are receiving this e-mail because you have signed up for the Colgate SmileTalk e-newsletter as [me]@Gmail.com,” copy at the top of the message said.
Nonsense. It was unsolicited. I’m not sure where Colgate-Palmolive got my name and address, but I certainly did not knowingly register for SmileTalk.
Even if someone forge-subscribed my address or I gave “permission” at some third-party Web site by overlooking a pre-checked box, the marketing group at Colgate-Palmolive should know better than to think anyone would truly opt in to SmileTalk.
How do I know I simply didn’t forget opting in? Because it’s a newsletter about toothpaste, for &%@$#’s sakes.
Read all of Ken Mangill's rant
Read an issue of SmileTalk..or send a subscription to someone deserving
This is very true that Just because your advertiser's message is delivered in digital does not mean it works. There are many frauds in the advertisement.
Posted by: Florence Gilliam | November 11, 2012 at 10:39 AM
Now this is just sad. It's kind of weird that in our time, this kind of marketing still exists. I'm kind of curious right now as to how this happened. Or was it official. Anyway, if I receive any emails with the similar intentions, I just simply delete it and then forget about it.
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Posted by: Ugg Sundance II | August 11, 2010 at 11:40 PM
Sometimes where I see an obviously bad idea like this I try to imagine the meeting where it was first presented; "Ladies and gentlemen, we stand on the very brink of a major marketing break though. We are going to forever change the way people market personal hygiene products. Today we start with toothpaste, but when we are through the marketing world will never be the same."
Posted by: Josh Gordon | December 16, 2009 at 08:46 AM
Just another junk in our inbox..LOL! it's kinda awkward to promoto toothpaste and other toiletries via e-mail. that's ridiculous.
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Posted by: Adventure Travel Guides | August 24, 2009 at 03:18 AM
Colgate is my brand and i assure you that is very effective by cleaning our teeth
florence
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