Sunday, July 28, 2013

You Don't Know Me At All, Boo Bye - When Personalizing Goes Wrong

by Renee Jamerson

I recently took a trip to the mailbox to find a personalized solicitation from a marketing firm specializing in integration. Receiving a personalized piece in the mail can induce certain feelings; feelings of familiarity or even feelings of importance.  Whatever the feelings it definitely grabs your attention.  However, after the intial reaction the feeling that came after I began reading, I'm certain, is not the feeling the mailer intended.

The material was made of quality card stock, multi-colored and very graphic, there was just one was "personalized" to the wrong person.  It was definitely addressed to me but there were tons of other problems with this personalized appeal:

  1. The firm claimed to have gathered information about me via an e-mail survey I completed with their firm. - This was a lie
  2. The "gathered information" was either completely incorrect or very vague (i.e. Mother, daughter, sister) - Miss Cleo is that you
  3. As a professional in the marketing field they should know the importance of quality and accurate information. - After all, how can I believe you provide quality service if you can't even get the pitch correct
So, unfortunately despite all the glitz, when I got right down to it, this mail was nothing more than fancy junk.  When it comes to acquiring and maintaining clients please remember, "it's best not to fake the funk.  Nothing will turn off a prospect faster than finding out you and your work can't be trusted.  

Sunday, July 7, 2013

Keepin' It Together, Brand and All

by Renee Jamerson

 We recently worked with an organization that had totally forgotten a key component in Branding, in (sorry but I have to say it) a desperate attempt to "try something new".

After inspecting the promotional pieces they'd produced so far this year, it became apparent that they were all over the place.  They remembered to stick their logo on everything but completely lost sight of integrated marketing, as well as uniformity in their publications.  They'd removed their traditional header from all of their e-mails; their newsletter, which in past years had been one particular color, has now had about 4 different colors every mailing!

While these changes are definitely new and probably shocking to their clients, this is NOT the way you go about rebranding.  Rebranding should be subtle yet modern and should not be so shocking to clients that they lose who you are and what you stand for.  If your promotional pieces are all over the place that is exactly what happens to your image, it becomes fuzzy.

For example, should you choose to rebrand and your main color is blue, you make subtle changes to your logo keeping blue as the main color and adding hints of other colors.  This creates the idea that "yes, we are flexible and innovative but we are who we are and mean what we say".

When rebranding (to be cliche) it's important not to "throw the baby out with the bath water", in this case meaning, you don't want to throw out years of reliability and loyalty for the sake of shock value. When rebranding keep it fresh yet subtle, consistent and integrate.


I am the founder of Bubblin' Banter Branding, we're all about Branding & Marketing. I have been in the Direct Marketing field for 10 years! I love everything about it and love sharing advice with others on how to keep their brands Bubblin'!