THINKing

Bad Marketer, Naughty Marketer

I’ve been in marketing communications since shortly after the earth cooled and I have seen a lot of poorly conceived advertising and marketing programs. But in today’s unstable market, I’m seeing some unstable marketing, too.

For instance, about a month ago, I received a sort of desperate sounding note from a mortgage consultant who I didn’t know. He gets points for sending a handwritten note, but the bottom line is that I don’t know the guy. So, even though he says he can reduce my monthly payment, why should I believe him? Anyone have an answer to that?

So, I throw the note away without a second thought. A week later, I get a second note with the same offer but this time chastising me for not calling him. WTF? I threw this one away, as well. But now I was angry and pledged to deliver a SMBS (social media bitch slap) on the off-chance it occurred again.

Guess what? Yesterday I get another handwritten note from the guy saying, “I wrote to you twice before but never received your reply.”

Wait for it…here is my reply. Mark Raifsnider of New Penn Financial, 1-800-453-4620, I am telling everyone I know – particularly those in the Charlotte, NC area – about you. Don’t ever do business with this knucklehead or people like him. OK? Thanks.

Do you have any examples of bad marketing? Tell us and we’ll help you deliver an SMBS.

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Harry Hoover

Harry Hoover is a partner in My Creative Team, the agency that makes Fortune 1000 clients look good. His communications career spans 35 years and runs the gamut from print and broadcast journalism, government and corporate communications to advertising and public relations agencies.

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