Pepsi’s Kendall Jenner ad campaign highlighted the importance of avoiding trivializing severe social issues in marketing efforts.
- McDonald’s #McDStories promotion demonstrated that a company can’t always control the conversation, so it should be prepared for the worst.
- J.C. Penney failed to engage customers with their rebranding campaign, showing the importance of corresponding changes with customer needs.
- Gap’s new logo received a massive backlash, reminding companies to keep their branding classic and timeless.
- Kodak’s lack of vision when transitioning to digital photography showed how important it is for companies to evolve or risk falling behind the competition.
Marketing is the lifeblood behind success stories of businesses of every size. It’s no wonder businesses spend about 2% to 5% of their overall revenue on it. Effective marketing strategies are essential to selling brand products, building a good reputation, and reaching customer loyalty. Although the failure rate is massive, some failures stand out more than others. Here are some of the most significant marketing failures of the last decade and the lessons they can teach to help you avoid the same fate.
Pepsi’s Kendall Jenner Ad Campaign
In 2017, Pepsi’s “Live for Now” campaign featuring reality star Kendall Jenner sparked massive criticism and backlash. The commercial showed Jenner giving a can of Pepsi to a police officer during a protest, ending with a cheesy group hug that made viewers uncomfortable. The ad was widespread in its reception that it was not merely laughed off as a faux pas but harmed the brand’s reputation.
Lesson: Avoid trivializing severe social issues in your marketing efforts. It’s not news that a brand’s political statement can backfire as people aren’t looking for political views from their cola brand.
McDonald’s #McDStories Promotion
In 2012, McDonald’s launched a hashtag campaign titled #McDStories to engage readers in its brand story. The idea was to allow users to share their positive experiences with McDonald’s. Unfortunately, things went awry as customers hijacked the hashtag to make fun of the brand, share gross stories, and give negative feedback. Unfortunately, the brand’s competitors and unhappy customers had other plans for the campaign.
Lesson: You can’t always control the conversation regarding your company’s visibility. So prepare for the worst, and take action as soon as possible if similar situations arise.
J.C. Penney’s Rebranding Campaign
In 2012, J.C. Penney undertook a massive rebranding campaign to move away from the idea of discount prices. Unfortunately, the company’s rebranding campaign failed to engage its existing customers effectively, causing existing shoppers to complain about the brand losing its identity. The rebranding was subsequently regarded as an upset among J.C. Penney’s customer base, leading to a massive drop in sales.
Lesson: Ensure that any significant marketing changes correspond with the needs of your existing customer base.
Gap’s New Logo
In 2010, global apparel retailer Gap shocked the world by announcing that it would replace its traditional logo with a modern and trendy wordmark. Unfortunately, the new logo design sparked a massive backlash from customers who argued that it lacked originality and was outside the typical nature of the brand. As a result, the brand reverted to its original logo.
Lesson: Keep your branding classic and timeless, or else risk making changes that’ll distance you from your set values.
Kodak’s Lack of Vision
Kodak, at its prime, was the iconic brand of the photography industry. However, while the transition towards digital photography picked up steam in the early ’90s, Kodak chose to sit on its laurels, sticking with traditional film photography. While competitors like Canon, Sony, and Nikon had begun to gain ground with digital camera technology, Kodak stayed behind, eventually struggling to keep up with a changing marketplace- and ultimately going bankrupt.
Lesson: Evolve with the times or risk falling behind the competition.
Keys For Successful Marketing in Your Company
You can learn a lot from the mistakes of others, but there are also key tactics and strategies you can use to ensure your campaigns have a greater chance of success. Here are some tips for successful marketing in your own company:
Utilize SEO
Don’t underestimate the power of SEO because even if your marketing strategy fails, SEO never fails. It can help improve your brand’s overall consumer visibility, boost traffic, and generate leads. It can fix most problems you thought you didn’t have. Consider getting a consultation from an experienced SEO consultant. They can create a plan customized to your specific needs.
Create a Unique Value Proposition
Your message should be unique, highlighting why customers should choose your brand over others. Ensure each campaign includes a value proposition that sets you apart from the competition.
Understand Your Audience
It’s essential to know your target audience to market your business successfully. You should know the demographics you’re trying to reach, such as age group, gender, or interests. Once you understand this information, tailoring your campaigns to resonate with the right people will be easier.
Analyze Your Data
Make sure you measure and analyze your campaign data to adjust strategies for more success. You should be able to identify areas where you need improvement, such as targeting or messaging, and use those insights to refine future campaigns. By taking a data-driven approach, you can maximize results.
Overall, great marketing is crucial to any successful business today and requires careful planning, execution, and analysis to ensure success. Remember these lessons when choosing your strategy, and always have an open mind for learning from past mistakes. With the right effort and trial and error, you can create successful campaigns that benefit your business.
