Good ideas--sabotaged by bad data: A smart use of data can make ordinary creative connect with prospective customers in a way that really moves the needle. Unfortunately, smart marketing cant make up for bad data, as these examples show. The first one is an offer for LifeLock identity theft protection. The only problem: its addressed to my deceased dog! (I actually wondered if they had done this intentionally, which might have been brilliant. But alas, no.) The second is a clever promotion from a mail house. The stark white postcard has a simple, hand-drawn arrow and says We do this. The only problem: they did it wrong, badly misspelling the name. The moral of the story: good creative cant make up for bad data. Before you send out your promotion, make sure that the list has been scrubbed and the data double-checked.
Posted on: Wed, 18 Jun 2014 21:00:00 +0000
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