Epic Marketing Fails: An Encore Presentation

Global Marketing Fails

Although failures occur in every form of marketing, few have created as many embarrassments as global marketing. Marketing across cultural borders opens the door for all kinds of mix ups and mistakes. Unfortunately, when you take your marketing into other regions, your message can easily get…lost in translation. Here are some of the hilarious and outrageous results of global marketing gone wrong:

Chevy Nova = No bueno en Español: A few years back, Chevy began attempting to market its car, the Nova, in Central and South America. When sales of the vehicle failed to take off, the company finally realized that in the native language of Spanish, Nova, literally translated to “It doesn’t go.”

Perdue is really affectionate about poultry: Perdue took their slogan, “It takes a strong man to make a tender chicken,” to the Spanish speaking community, but quickly realized that it translated to “It takes an aroused man to make a chicken affectionate.”

Parker Pens has a unique selling point in Mexico: A company by the name of Parker Pens attempted to market their new ball-point pen in Mexico. The ads created were supposed to read “It won’t leak in your pocket and embarrass you.” The only problem was that the company was under the false presumption that the Spanish word, embarazar, meant to embarrass.  Unfortunately for Parker, it means to impregnate. So their Mexican pens were being marketed with the message that “It won’t leak in your pocket and impregnate you!”

Coors accidentally markets itself as a laxative: Coors used its slogan, “Turn it loose,” in Spanish speaking countries where it translated to “Suffer from diarrhea.”

Clairol doesn’t know German slang: Clairol unveiled its curling iron, the “Mist Stick,” in Germany only to discover that mist was German slang for manure, effectively giving the product the name of the “Manure Stick.”

Gerber sells babies in Africa: Gerber sells baby food all across the world, including Africa, where it is common practice for companies to put a picture on their product labels to show what’s inside (since much of the country is not literate). Unfortunately for Gerber, they were not aware of this tradition. So when they began selling their baby food with a picture of a smiling baby on the label, customers were more than a little reluctant to purchase the product.

SOURCE: http://marketingfailure.blogspot.com/2007/09/funny-marketing-fiascos.html

Be sure to check out Epic Marketing Fails: Providing a Laugh and a Lessons Part one, two and three for more.

Better serve your clients through vendor education

Recently our account team had the opportunity to tour Press Works, a bindery and specialties vendor in Plain City, Ohio. Our long-time contact, Jim Lucas, showed us their extensive printing capabilities and taught our group about the different machinery.

We all gained a new perspective of the final design progression a collateral piece goes through. Marketing professionals can sometimes forget the entire production work must undergo. Focus occasionally revolves around the final product and not the process as a whole.

Learning about the numerous production capabilities at Press Works got our creative juices flowing. Understanding the printing process not only instilled us with a fuller appreciation, but a new sleuth of ideas. To truly cater to marketing trends it is important we stay updated on new design opportunities. Seeing original die-cut capabilities, binding options and color techniques has us excited and inspired for upcoming 2012 client projects.

The most surprising aspect of the tour was seeing that older machines are still used today due to their specialized capabilities. Even though new technologies speed up most processes the oldies but goodies still push through!

So I ask you, are you staying updated on your vendor potential? This is just one way to better serve your client needs.

Now Hiring B2B Marketing Communications Account Manager & PR Pro

Are you fueled by creativity, collaboration and results? So are we!

Marketing Works is a B2B strategic communications firm.  Our culture is based on achieving work-family balance, fostering long term relationships, acknowledging contributions, continuous learning, and encouraging creativity.  Our team is collaborative, hands-on, and results-oriented when it comes to delivering marketing strategies, messaging, public relations, reputation management, and branding to our business-to-business clients.  We’re passionate about building relationships that last and a reputation we can be proud of.

If our culture is a fit for you, and you are an experienced marcom account manager or PR pro, let’s talk.  You get bonus points for being an excellent writer, effective presenter, and team player who loves to learn and grow. You’ll be interfacing with clients daily, responsible for ideas and actions that move their businesses forward. You should possess 5-7 years of experience with some or all of these responsibilities:

- written communications such as press releases, by-line articles, speeches, program reports, corporate messaging and web content

- overseeing the implementation of effective media relations campaigns by developing pitches for media and forging relationships with editors and reporters to maximize coverage opportunities

- proactively seeking media coverage, brand awareness and integrated communications that will ultimately benefit agency clients

- leading project management process by being proactive and responsible to client and internal teams

- assisting with the marketing plan development process

- leading client presentations, concept reviews and other meetings

- working with team to schedule and prioritize projects and maintain efficient project flow to ensure all deadlines are met

- seeking out new business opportunities within existing accounts and playing a leading role in their development

Must-haves:

• Bachelor’s Degree and 5-7 years experience
• Excellent verbal and written communication skills
• Knowledge of social media practices

Put your skills and passion to use today. Join the Marketing Works team! Please send your resume and cover letter to info@marketing-works.net. We can’t wait to hear from you.

Workplace wellness taken to a new level!

My co-workers and I recently experienced something at the office none of us ever expected. I mean, this type of thing typically takes place in a private room, with relaxing music and, if you’re lucky, a little aromatherapy!

That’s right; I’m talking about a massage! As a way to show their appreciation for our hard work and dedication to the company, Brenda and Sandy surprised us with a 15 minute chair massage. Their strategic timing — during our monthly billing process — couldn’t have been better!

During our fifteen minutes of relaxation, the massage therapist seated each of us in a special chair and used techniques that focused on the upper part of our bodies – neck, head, shoulders, back and arms. And as we found out first-hand, a chair massage in the workplace:

• Relaxes tense muscles
• Lowers stress and anxiety levels
• Restores a calm mind and feeling of well-being
• Increases morale
• Motivates employees
• Confirms the boss’ belief that happy employees are productive employees

We are always telling our clients that focusing on employee satisfaction brings benefits to their customers – and therefore their bottom line. A recent Kansas State University study found that when employees have high levels of psychological well-being and job satisfaction, they perform stronger and generate better outcomes.

I think I can speak for everyone when I say we all walked away feeling renewed! Now who couldn’t argue we work for the best company in central Ohio?

Giving Balance to Your Social Media Initiatives

With the start of the New Year, I’m finding myself constantly looking for ways to balance my life personally and professionally. The same holds true when it comes to helping my clients find balance in their marketing initiatives, more specifically with their social media program.

Companies, both large and small, often fall into the cycle of having no rhyme or reason for their activity. Many choose to post minimally because they don’t know what to say while others post about anything or everything, just to say something in the absence of nothing. Both scenarios are guilty of social media abuse. If you don’t consistently provide your followers with valuable content, you and your business will be ignored if not forgotten.

Just like life, the key to social media is balance. So before any erroneous tweet can get retweeted, create a strategy to ensure your efforts are consistent, compelling and engaging.  Follow this with a schedule or calendar that outlines topics of interest and value to your audience and includes realistic timelines so you don’t get overwhelmed or behind.

Start by scheduling one month at a time. At the end of the month, stop and evaluate your efforts to determine if you are still on target. Do you need to tweak the schedule? Do you need to get involved in more social networks or less? Here are a few general, industry scheduling tips to include in your monthly schedules:

Two times a day (morning and afternoon)

• Check your Twitter account, follow the @replies relevant to your industry and reply when necessary.
• Tap into your LinkedIn network by posting to your LinkedIn profile and interacting with some of your groups.
• Check your company’s Facebook page and post something of value or respond to comments when necessary.
• Scan Google Alerts for information on your competitors and mentions of your own brand.

Want a more concrete example? Try this on for size.

Mondays, Wednesdays

Arm yourself with Google Alerts!

About a month ago, I wrote a blog post on an Account Management workshop that Sarah and I attended. One of the first tips that I immediately latched onto was “constantly learn in order to constantly teach.”

Admittedly I love learning about anything and everything, a habit that is woefully fueled by new Jeopardy episodes every week night. However, while my mildly extensive knowledge of Mythology aids me during a Daily Double on Greek Gods, it can only go so far when attempting to tie back to the workplace.

So, I am stuck with the dilemma – how do I educate myself in a way that benefits me as an account coordinator in a world where news on workers comp, telemedicine, and nonprofit management isn’t exactly splashed across the New York Times?

Enter Google Alerts – possibly the easiest way to keep yourself up to date on any topic of interest. According to the source itself, “Google Alerts are email updates of the latest relevant Google results (web, news, etc.) based on your choice of query or topic.” While the simpler predecessor to Google+ Sparks, Google Alerts is the easier and more accessible of the two Google Tools. All you need to do is visit http://www.google.com/alerts and customize your alert.

Start by customizing what type of results you want. This is especially helpful if you are just interested in blogs, perhaps. Next, classify how often you would like email updates. And finally, finish by designating the volume (either “only the best” or “all” results).

If you have a Gmail account, the site will automatically fill in your email address. If you don’t have a Gmail (though I would highly recommend it), simply enter in any email address that you wish.

As a quick comment, be mindful of the alert terms that you use. For example, searching New York Times will not give you the same results as “New York Times” (note quotation marks). Utilizing quotation marks in your alert term will tell Google not to break up the words during the search. If you want some more tips on effective searching, Google itself provides a helpful guide.

And that’s it! With this new found power of Google Alerts, you can be up to date on all happenings related to your client. Some examples for effective alerts include your client’s company name, top leaders/management, their industry, and their top competitors. Total time invested per alert? Maybe five minutes, tops. Totally worth it? Yes. Staying one step ahead of your client shows them that they hired you for a reason!

WANTED: Senior Account Manager

Marketing Works is hiring! Are you looking to be a part of a dedicated team of experienced integrated communications professionals? Are you passionate about strategy, messaging, public relations and branding?

We help our clients create, foster and leverage key relationships to move their organizations forward. Want to join our team as a Senior Account Manager?

Read the exciting details of this opportunity below. Please send resume and cover letter to info@marketing-works.net. Position is open until filled.

• Leads project management process by being proactive/responsible to client and internal teams.
• Formulates project objectives, strategies and tactics and communicates these to internal project team and client.
• Assists with the marketing plan development process.
• Receives client briefings. Fills out Client Contact Reports for all client meetings and distributes to appropriate agency personnel. Quickly and accurately relays client changes to all appropriate agency personnel.
• Works with team to schedule and prioritize projects and maintain efficient project flow to ensure all deadlines are being met.
• Leads client presentations, concept reviews and other meetings.

• Seeks out new business opportunities within existing accounts and plays a leading role in their development
• Accurately tracks and records all billable and non-billable time. The AM is responsible to the bottom line of the company by billing approximately 75% of their time on a monthly basis.
• Participates in weekly traffic meetings, quarterly company meetings and all retreats.
• Represents the agency at industry functions, promotes the agency at every opportunity and is fully familiar with agency credentials and specialties.
• Gives performance reviews to direct reports.
• Manages one or more direct reports.
• Involved in the hiring process for account managers and account coordinators.
• Responsible for professionally developing all direct and non-direct reports of account management staff.
• Meets with senior management once per month.
• Seeks out educational opportunities for self and account staff.

• Bachelor’s Degree
  • 5 – 7 years experience
  • Excellent verbal and written communication skills.
  • Ability to communicate with daily client contact and other persons involved in daily workflow.

Local candidates only, please.

Give a little, get a lot

With the calendar turning to December and the holiday season in full force, we are reminded of the many blessings in our lives. We look forward to spending meaningful time in the company of our families. We appreciate the opportunity to give back.

Unfortunately, many in this extended time of economic difficulty, are not able to be with their families. With so many out of work or suffering wage cuts and freezes, the holiday experience that they’ve grown accustomed to is no longer possible. Others in more extreme difficulty lack the basic resources to provide the necessary food and clothing to meet their needs.

These families need our help. And it’s not that hard to provide it. For years, Marketing Works has involved itself in the very rewarding practice of adopting a family for Christmas. Several organizations including faith-based groups, the East Columbus Community Development Corp., the Salvation Army and others, make these annual opportunities available. In most cases, organizations are provided the names of a family and the want lists of each member. On a voluntary basis, employees then shop for those items, which are presented to the families for the holiday. These items typically range from clothing and cookware to toys and reading materials for children.

In many cases, members of your organization can be present to deliver the gifts to the families involved and share in that moving experience. And it is moving.

As your organization moves forward, consider participating in one of these programs. We would be happy to help connect you to a program that fits your comfort level. Through that connection, we believe  you and your associates will be able to share in something special, learn more about one another and receive far more than you have given.

Thanksgiving is…

… spending time with family, cooking and enjoying a home-made meal. It is Snoopy flying high above the streets of New York during the Macy’s Thanksgiving Day Parade.  Thanksgiving is watching football all day long regardless of what team is playing. It is devising a shopping strategy for the upcoming holiday season and most importantly, Black Friday sales. For some, Thanksgiving is traveling to the relatives and hoping to avoid all the traffic. For others, it is deciding to deep fry the turkey and hoping not to burn down the house. Over time, Thanksgiving has taken on many different meanings but most importantly, it is about giving thanks for the blessings in our lives.

So, regardless of your plans this Thanksgiving season—be that volunteering at a food pantry, stringing holiday lights outside, or attempting to bake your very first pumpkin pie—take a moment to recognize what you are thankful for. Whether you are a client, a friend, or simply a follower, Marketing Works would like to thank you for all your support. Without you we would not be as successful as we are today!

Have a happy and safe Thanksgiving holiday.