BPMG - Business Partner Marketing Group

ABSOLUTE, UTTER & TOTAL Marketing FAIL!!

When THE TWO BIGGEST *Shopping-Specific* days of the year fall on - let’s say - Friday, November 26 and Monday Nov. 29, then receiving the BIG advertising mailer for it on the Friday *EXACTLY* one week later (December 3rd) has REALLY 110% missed not only the point, but also the boat.

Further, this mailer should technically have arrived at least a few days *before* Black Friday; ideally on the Monday (Nov. 22nd) of that week to give recipients a day or two to browse, even compile a list.

So this mailer was actually 11 days “late.”

To a recipient it’s unimportant who is to blame - whether the creative, printer, logistics, or postal service - because EIGHT DAYS AFTER the biggest Sale of the year kicked off, inventories are guaranteed depleted.

And that despite the fact the ‘promotional code’ is valid through December 31st, a fact that is almost certain to have been lost due to its tiny, minor byline.
Again, when the items one wants *in one’s ONLY size* are sold out, all discounts become meaningless.

About the only ‘saving grace excuse’ is IF The (SHEIN) Company wanted to spread traffic and demand/sales out over several weeks to better match supply chain driven delivery constraints. But THAT is a real stretch and not easily rectified with the Black Friday and Cyber Monday ‘theme.’

Will some people have used this subsequently for their Christmas purchases? Quite possibly, but “Black Friday and Cyber Monday Deals” were 100% missed … and *precisely THAT* is the real Consumer-centric - and likely also company-set objective - Failure here.

For better, smarter, more timely and results-producing Marketing Campaigns - from strategy to planning, ex*****on, creative, deliverables and measurement, hire BPMG - Business Partner Marketing Group.

We’re READY to Make YOUR Business Even More Successful in 2022!
Let’s get started today with a message, eMail or Phone call.

When 'smart' Marketing ACTUALLY is as 'dumb as they come:'

Cascade Platinum's "Dishwasher Dipper" (TV) advert telling us
"it makes sense to" - get this - "Run HALF a Dishwasher Load save a few (even 15) L of water."

HOW DUMB (OK fine: "gullible") )does Procter & Gamble (the company in focus here) think its "Cascade Platinum" users are, suggesting with a straight face to run a FULL $0.33 detergent pod for a ½ load JUST to save $0.05 of hot water.

FIRST, "who" doesn't have enough dishes in a cupboard to last through until a dishwasher is at least 3/4-or-so full?
Sure, my mom would need 5 days to fill one, and so chooses to hand-wash everything, but THAT isn't the storyboard scenario here.

Second, if they don't, *WHY* are they using a DW to begin with, rather than wash 7 plates, 4 bowls, 1 pot, & 4 glasses plus a little cutlery by hand all-at-once?

By now we SHOULD all be probably 110% ALL about not wasting (too much); energy, resources, water, work/effort, etc..
BUT *THIS* campaign is designed & crafted 110% to "use more DW soap than necessary" since a single pod is MADE to wash a FULL load."

And while NOT wasting 15L and the energy to heat it IS absolutely laudable, even necessary, this message is a *TOTAL Red Herring.*

Because EVERY Dishwasher WILL use 15L of hot water - PLUS the FULL detergent pod! - to run any cycle, whether it's full or a half-load, or even completely empty.

So, there's NOTHING - 110% NOTHING! - "sustainable" about THIS!

And anyone who understands how dishwasher detergent works will agree that using a full detergent amount in a mostly empty load is actually BAD for the dishes, as the soap's corrosiveness is not nearly consumed & diluted enough by what little food-remnants is on those few dishes.
Hence 'etched' glassware & porcelain, as well as corrosion-pitting on cutlery, even the stainless stuff, results.

Lastly, running a DW 1/2-load **ALSO wastes** not only the amount of WATER in question (as the DW will still use the FULL amount of water it would normally use), BUT ALSO the very (FULL pack of) detergent the company is most-gleeful to sell you.

This is one instant where the "Marketing" message is as transparently dumb as the consumers the company and its agency thinks and hopes they are.

IF you're the Consumer, *DON'T FALL FOR IT!!* 15L of even hot water is probably worth just under $0.05 BUT the detergent pack alone - will cost you approx. $0.33 PLUS the 15L of water the dishwasher uses.

It's a quality product - absolutely! (WE use it at home; VERY satisfied too) - BUT P&G's Advertising and Marketing creative needs some new, next-level smarts their current agency is lacking.

IF *YOU* are a BUSINESS that needs or just wants to "increase" Sales, WE can think of MUCH BETTER, smarter and more sensible, defensible AND effective messages than this total B.S. approach.

Hire US NOW to THINK, define, & create it. ... OK, how 'bout NOW?

The video, with its 'take' on the English language, sounds progressively funnier the longer it goes. I predict you WILL LOL!

Premise:
Its CRUCIAL *applicable here* point actually isn't about language phonetics, though, but rather the standardized conventions-of-use we ALL have to 1) know, and 2) abide-by for it to work.
IF everyone knew and used 'Englsih' according to the video, *it* would sound perfectly normal and we would all understand what was said. And our current usage would amuse us, instead.

And THAT is where the proverbial rubber meets the road: "Rules & Conventions in Communication are Crucial!"

From a "does spelling (or punctuation) count?" and "I don't know (or care about?) the differences between" - for example *their-there-they're* or *too-to-two,* even *your-you're* (to list just a few) - language-offenders try to justify themselves with a stern "you know what I mean(t)."

Using the latter 'defense' let's test a singular change in punctuation:

"Let's eat, grandma!" ... - VS. - ... "Let's eat grandma!"

CLEARLY just one *error* can make a serious, even detrimental, difference in what was intended to be said VS. what is actually received by recipients.
And "NO!, we *assume* to know what was meant, but only because the alternative is too disturbing to accept." Ergo, we should not even be confronted with disturbing options.

Knowing and adhering to 'rules and conventions' IS crucial - perhaps not every time, but at least every time we communicate professionally.

As a Professional Marketer, this issue is always top-of-mind for two main reasons.
First because "I" am crucially aware of EVERY word - and its potential nuance - used to communicate any message; for the just-stated reason above.
The second, being that the level, clarity and quality of one's communication says EVERYTHING about them; it IS one crucial Marketing element in-and-of itself.

For example, the recent popular use of the term "hot water heater."
1) it is technically wrong because - again technically, and unless it reheats already warm water - it's actually a *Cold Water Heater* (i.e. cold water flows in and exits hot).
2) by convention we all know what a *water heater* is; adding factually wrong AND redundant elements to the message negatively impacting its credibility as well as its level of professionalism with readers, viewers and/or listeners. This, in turn, reflects on the message purveyor, again impacting buyer acceptance and actions.

Communicating this way may feel colloquial (a.k.a. more personal), endearing and even innocently "with the times," BUT it can or will be seen and heard AND remembered (by many) as amateurish and low-budget, even unprofessional with negative results.

Bottom Line: Communication is 's **PRIMARY** function.

It requires understanding, knowledge, near-paranoid self-examination and extrapolation, and creative thinking - even to imagine what a casual non-targeted/intended observer *might* possibly come to glean, infer and/or understand from a simple phrase to lengthy texts.

Regardless of how great and accurate ALL other (Marketing) process inputs (big data, customer knowledge, etc.) are, EVERY Marketing effort WILL end in 1 of 3 possible outcomes ...
>> SIMPLY BECAUSE of the MESSAGE *RECEIVED*

What If English Were Phonetically Consistent? Learn more about Aaron Alon's music, writing, and films at aaronalon.com.

Sometimes we just need to take a look back in time to realize & understand the importance of rules, regulations and restrictions EVEN WHEN qualifiers like (this ad's ridiculously bogus) "Laboratory tests" statement are invoked.

Of course, the ad likely DID drive sales on this basis, because the era in which it ran was characterized by
1) an unfounded über-exaggerated belief in the goodness of American-ness and that businesses operate for the benefit and well-being of their customers,
2) a society that suppressed the notion that anyone within it would exploit, harm or take advantage of anyone,
3) a generally gullible nature of people in small cities and towns on the rural fringe, probably more based in a carefree, good-natured structure of the American way of life than

Truth - in ALL we say and do, 'not just' in advertising - is the foundation of trust on which all relationships and interactions are built.
It's a fragile thing easily damaged, eroded or destroyed and ads like this one will 'eventually' do more damage to their purveyors once the 'jig is up' than they likely ever yielded desired results.

And only very recently (post-2010) did facts surface about how America's Sugar industry (much like their 'To***co' colleagues) not only lobbied for its position in the (American) dietary structure, but how vigorously, actively, completely and effectively it rigged, influenced, and falsified so-called 'research' and 'laboratory testing' (at all levels, whether industry-based or academic) to strongly support its position.

Good thing that 'Research' has become a MUCH more rigorously vetted, repeat & duplicate, and reviewed process, and that era of "THIS" advert's approach has been regulated well behind us into the history books ... though it's been replaced with many more "New and Improved" ones ... (no they aren't; improved, at least).

[and, yes, the jury's still out on whether 'drug & medicines' reseach & testing has improved to the same degree, despite strict regulations and processes.]

Food for thought ... but let's drink 'just about anything else' with it instead; leave the cola & soda pop on the shelf.

Always interested in your thoughts, so comment below or messge us.
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