A Lesson from History

Arriving at the venue of two free workshops courtesy of the local Business Link, I considered my reasons for attending. One may have been the free lunch, but the main aim was the opportunity to share the wisdom of others on e-marketing and social networking media. Both of which, as a Creative Director of a design and marketing agency, I have an objective interest in.

The pre-free buffet presentation was an "Everything you need to know about database marketing" session. A nice bloke with a Madonna-style earpiece and projector gave the expectant SMEs and a few heckling know-alls the AV equivalent of the prior-knowledge based instruction leaflet you get with your new DVD player. Except this quick guide was on how to effectively use database marketing to promote your business. I watched as the free pens and notepads were put to idle use copying the on-screen presentation almost verbatim. The clunky ‘Death by PowerPoint’ slides quickly lulled my brain into idling mode and I unconsciously visualised the executives all back in their offices the next day plotting world domination by spamming a few postcodes, sociodemographic groups and universes with their new found toy, or more likely sending e-shots to all the folk whose business cards they'd grabbed at the event, including mine. I lucidly practiced my reply in my head to the imminent unsolicited message in my Inbox "No I don't want a spring water machine or a personal trainer at the moment". My hand was already hovering over the ‘unsubscribe’ button on my imaginary laptop.

Back in the real world where marketing campaigns demand more than a DIY database and a pirate copy of Excel, e-marketing can be very effective. I know, because we’ve used it successfully for many of our clients. But it needs to be part of a broader mix of activities. Also, whilst it is a powerful marketing tool in the hands of professionals, it’s broadly ineffective in the clumsy fists of enthusiastic amateurs. With everyone and anyone now able to create a campaign online and at the cost of often sub one penny a mailing. The prospects aren’t good for e-mail marketing in the long-term, as this proliferation of worthless information to the masses continues and we find it as annoying as cold-calling telemarketing. And it’s only a matter of time before SPAM killers nuke almost everything we receive. Some are already calling it grey-mail as social media, online chatting, texting and SKYPE are becoming the preferred instant message media. Whatever happens, buy shares in spam killers in the short-term and you'll make a good return on your investment. And remember the SMEs I mentioned earlier? Their badly conceived templated e-newsletter is probably sat in your Junk Mail box now. Did you want a spring water machine by the way? I guess you probably don’t unless they’ve identified you as a thirsty KDM or perhaps your company’s SIC code has alerted the sender that you too are in the office rehydration business and are not a viable recipient of distance selling materials. I doubt they know either.

The after lunch session was again delivered with the obligatory 'La mort par Powerpoint', but this time with discreet clipped on microphone. I was disappointed as the bloke’s delivery was like stand up stadium filler Michael McIntyre. The ‘Material Girl’ headset would have completed the illusion. No alternative comedy here though just the heads up on social networking media. Again the now depleted freebie pens and tired clipboards quickly emerged as the SME people fought to keep up with the guy's quickfire presentation. As they doodled away I again mused at the scenario the next day at the office, probably around the spring water machine someone had been persuaded to buy, as Facebook, Twitter, Myspace and Linkedin profiles were eagerly opened and the poor souls all pondered on what to say about themselves and think of a memorable username and password. It wasn’t long before I received the offers to be a fan, was tweeted by some bloke out of marketing, and followed by one of the people who had again got my business card. What was I thinking when I let them into my world?

Again, objectively the social networking guy was very slick, but he worried me. As Gerald Ratner had proven, telling ‘the truth’ about your product can be commercial suicide. Like the shiny gold dealer the presenter was congratulating himself on allowing the consumer the ability to get the warts and all view. Emphatic on opening debates on the products they were supposed to be selling and was squarely customer side in promoting the value of this intrusive and in-depth product information though forums, groups and fans. As marketeers it’s not our job to point out to consumers that, for instance the chassis on the much adored Audi-box is in fact from a Skoda or that you can get that very same bottle of Parfum français fin from ASDA for 20 quid cheaper than the price you paid in France. I personally don’t want to chuck a bottle of Boss Orange Label in the trolley with the ready meals and toilet ducks thanks. Buying premium brand products like these are a treat and I won’t have the purchasing experience ruined by some ‘Buy designer aftershaves at lower prices' group. They’ve probably all got beards anyway.

Information overload can seriously impair our ability to create an emotional response with consumers. We’ve all been there or probably now won’t go there again. You find great hotels on Expedia and just about to make your booking. When you hit the Trip Advisor ‘Travellers reviews’ button. Scrolling down past the ‘We’d definitely stay there again’ comments you find the ‘A traveler from Wisconsin does not recommend this hotel’. Point is again abundance of information does not sell product, it has created a doubt in our mind based on mixed expectations. Whilst social networking allows us to know supposedly everything about the people, products and businesses we are connected too the connections are raw and clumsy. Far better for the consumer to know less and create a personal emotional connection with the product and not take the word of an anorak from the Midwest. Great jazz is the space between the notes. Not an incessant hum.

Both presenters whilst being well meaning and believing in their case had no doubt given their audience some useful advice, but empowering amateurs to create their own marketing campaigns, be it through e-marketing or social networking media can only have one catastrophic ending. Even as we speak a Tsunami of e-shots, tweets, offers to connect and requests to be friends from over-zealous spring water machine suppliers are on the horizon. Prepare to be saturated in more ways than one.