Two-Way Street

PR, social media, events and incentives – Collaboration & communication ideas for demanding businesses from The Castle Group's Mark O'Toole

Take the marketing Hippocratic oath

Posted by thecastlegroup on March 26, 2009

Like doctors, marketers should do no harm

 

Do we need our own oath to protect our brands from product mishaps, malfunctions and bad press?

 

As I was channel surfing last night, I stopped for a how-to segment on a syndicated show. During the segment, there were a number of product demonstrations that appeared to be paid placements.

 

The host was unable to demonstrate one of the products. It was a very simple product but just would not “perform.” The guest jumped in to help to no avail. It went on…and on… and on… to the point where a staffer ran in from off stage to try to help.

 

The marketing director for that product was surely near collapse at that moment.

 

As my significant other said, “Well, that did more harm than good.”

 

If you are considering a paid product placement, ask yourself the following questions:

 

o        Can I rely on the product to perform perfectly every time?

o        Do I have the opportunity to personally demonstrate the use/features of the product to the host/producer in advance?

 

If the answer is “no” to either of those questions, your marketing dollars may best be spent on another activity.

 

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