What’s the best way to learn which marketing strategies work? By watching others make it big, and make mistakes. Some major retailers hit a home run when it comes to Internet marketing campaigns, while others strike out big time. Here are some of the most notable flops and mops in recent memory.
Flop: Nestlé on Facebook
In 2010, Nestlé’s partnership with a firm that harvests palm oil from the Indonesian rain forest sparked a minor PR nightmare. At first, the behemoth food brand appeared to handle the situation well, by using its corporate Facebook page to respond to consumer concerns and fight the bad publicity. But not every Facebook campaign ends well, and the Nestlé Facebook incident is a good example. First, the company threatened to delete unfavorable comments; next, the administrator began openly brawling with users who posted altered, parody-esque versions of the company’s logo. At one point, the admin boldly declared, “It’s our page, we set the rules, it was ever thus.” Predictably, the outrage escalated and Nestlé soon issued an apology.
Moral of the story: Be careful what you or your employees post on your Facebook and other social media pages. Customers take your posts seriously, and you can easily damage your reputation when your comments go viral.
Mop: U by Kotex
Two years ago, Kotex decided it was time to reach out to a younger, savvier, and certainly snarkier demographic of feminine hygiene consumers. The result, a campaign called U by Kotex, proved to be a success. This campaign combined television commercials with online marketing efforts to reach young women who would likely be turned off by the “traditional” feminine product advertisement themes of dancing on the beach and clinical demonstrations involving blue liquid – and it worked. The company responsible for the U by Kotex campaign was given a Webby Award (which honors excellence in Internet marketing) in 2011, and Kotex experienced a huge boost in sales among young consumers.
Moral of the story: From time to time, try branching out of your typical marketing comfort zone. Do your research and take the time to understand your demographic, and it can pay off!
Flop to Mop: The JC Penney Bounce-back
This was a flop that became a mop over the course of the past year. The department store chain had an embarrassing snafu in early 2011, when it was penalized by Google for using “black hat” SEO techniques. Now, though, the current JC Penney Internet marketing campaign, which is focused its new Fair and Square Pricing initiative, is reportedly a big hit with online shoppers and mobile users. So far, JC Penney consumers seem to love the three-tiered pricing structure: 1.) “Every Day,” 2.) “Month Long Value” and 3.) “Best Prices” (clearance) – so maybe, all is forgiven.
Moral of the story: If you make a misstep, make an effort to bounce back by offering customers new incentives to shop with you. They may not forget, but they will certainly forgive if the initiative is well-placed and thought out.
If you want your online website to mop up the competition, JT Website Design can help you start off the process right. We offer professional web design that is search engine friendly, and easy to incorporate with social media and other marketing tools. It’s the perfect foundation for any successful Internet marketing campaign!