Friday, May 27, 2011

No such thing as bad publicity?

There is a regularly used phrase that there is no such thing as bad publicity. However, that is not always the case (just ask Gerald Ratner!) and example I heard about via a discussion on LinkedIn emphasises the point. Apparently a UK based supplier of data for direct marketing recently sent the following message via email:

"Subject: Accurate data killed Osama bin Laden (helped by US Special Forces)

The US 'Most Wanted List' has seen a bit of a shake-up.

Accurate information enabled the US to target their attention on a walled compound in Abbottabad. As a direct result, the small group of people called US Navy Seal Team Six have changed the shape of the international terrorist threat. It may yet prove to be an illusion, but many people will feel safer as a result. Yet despite their evident skill and years of experience, the troops would have been powerless to act without good information.

But Al-Qaeda is still in business, and you need to be too!

Accurate information is just as vital for your marketing. You need to target the
* right people with the
* right authority in the
* right organisations

xxxxx xxxx offers you the most accurate B2B marketing data in the UK, that's a fact!
With average data age of just 94 days, and 13 decision makers at each site, you can target the correct decision maker for your campaign.

To ensure your marketing is as effective as US Navy Seal Team Six

We would like to keep you informed of our latest promotions and offers, however, if you no longer wish to receive emails from us, please unsubscribe"

Would you buy data from this organisation? From the comments I have seen in various places it would seem that, for obvious reasons, many people would not despite having previously done so and received just what is being offered - accurately targeted data.

Whilst using topical subjects can be a good hook in many instances, this demonstrates that some thought should be applied to the way you message will probably be viewed!

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