We’ve HEARD about truth in Advertising, even if we’ve learned not to expect it! This facebook ad is the ultimate insult to my B.S. Meter.
You’ll see it was targeted JUST FOR ME. (So far, so good!) It caught my eye because I’m a HOKIE and I have kids that I send to summer camp… and my kids are all between the ages of 7 and 15. That’s what we look for in marketing, right? Something that calls out to us as a PERFECT FIT…
Well, in this case, the only TRUTH in advertising was that there does happen to be a camp for kids the same ages as my own. The HOKIE connection? Nope. Visions of my kids running through the rolling hills on Tech’s campus or eating in Dietrick Dining Hall or crossing the drill field: all hyped up fiction to get my attention. Once I clicked on the ad, of course, the truth was disappointing. (And using HOKIE language to get me to a website about a UNC -based camp, INSULTING.. but that’s another post!)
I’m all for the profit value of a SHOCK & AWE plan to get your market’s attention. BUT, there’s absolutely NO value in the SHOCK & disappoint plan. If you use ANYTHING attention getting (and you should) in your marketing, make sure the “mEAT” of your message aligns with the headline! Anything less is sloppy, disappointing, and lacks integrity. And, let’s face it… you don’t want to end up in a blog post like this one! =) =)
Oh, and one more thing:
We are Virginia Tech. Go Hokies! =)
One of the many benefits I’ve received from working with you is aligning and re-aligning with authenticity in marketing. No hype, no BS? Neither work for me. Yet, that was all I could find as I struggled with learning about this end of business in this tech age. Suffice to say, I’m thrilled to be on my way to having my online presence match how I serve people. … Typically, this is not easy for folks like me who have great skills, but little marketing talent. Michelle, you are an inspiration and I’m glad to have you in my corner!