Blog: CLTV
-
Shooting at Lighthouses - A Lesson for Marketers
6/28/10Continue ReadingA colleague of mine has two chidren - ages 8 and 5 – with no plans to increase the size of her brood. So you can imagine her surprise when she received a box from a leading baby food manufacturer that contained five samples and a letter, which welcomed her to their loyalty program and indicated that she would be receiving additional samples and offers in the coming months. And, then they came – direct mail pieces with diaper samples, coupons and other goodies - at least eight in total.
Talk about an expensive “mistake” for the manufacturer. Who knows how my colleague ended up on this particular marketing list, which was obviously geared towards a particular demographic (i.e., women with babies), but I'm pretty sure she wasn’t the only one who ended up on the list erroneously.
Which leads me to the topic of this blog post – how do companies avoid these marketing blunders, which can be costly in terms of both reputation and hard dollars? The answer will be revealed in the video clip below.
