Marketing Tips: Marketing Automation – good or bad?
As one of my ‘new’ personal / new years resolution strategies for 2015, I have started to regularly have Acupuncture sessions. Just for general well being really, as this year is going to be a big year on the Next Marketing front (lots of growth) as well as on the personal home front, with my daughter starting going to Primary School.
What this has to do with Marketing Automation, well, you will have to keep reading!!
Just before Christmas, I decided to get my first Acupuncture session out of the way and to try and ‘get over’ my hesitation of needles. Just wanted to start the first session in 2015 with no hesitations. That all got ticked off.
At the session prior to Christmas, I booked my first January session so I was ready to go. Christmas and New Year came and went and before I knew it, it was the first week back at work. What I had done between that appointment in December and my first week back was sign a new lease for a new office, so my first week back at work was spent organising the move. What that meant was that I changed the original Acupuncture appointment in January from the Wednesday to Friday.
On the Thursday, I received a card in the mail and I thought it looked a bit like a ‘SendOutCards’ one. There is a distinctive font that I have seen in the past. I opened it to discover that it was a card (and a send out card) and this is what the front looked like.
I must say, it made me smile.
I will digress and come back to the card.
What is my opinion of marketing automation?
I must say, as a general rule, I am not a fan of it, as most of the automation that I see is generic and really that is not good marketing.
On a personal level, I am too busy, to distracted, got too much on to read ‘generic rubbish’ that doesn’t relate to me or my circumstances. Having said that, anything that is relevant and relates to my world (business or personal) – I am very interested.
I have been asked a few times about SendOutCards and it hasn’t ever popped out at me as a good marketing channel, as the examples that I have seen haven’t been to the level of sophistication that I would want from a campaign. And this particular piece, confirmed my earlier thoughts.
Back to the piece I received.
After being quite impressed by the front cover (I thought it was relevant to why I was getting Acupuncture), as soon as I started reading, my opinion quickly changed.
Here is what the inside looked like
Why didn’t this piece connect with me
- Had I not changed my appointment, it would have arrived after my second appointment.
- I am already very well aware of the types of issues that Acupuncture can treat (at Next Marketing, we worked for many months in 2014 with a Chinese Medicine Clinic) and following my initial appointment, it would have been clear that I wasn’t suffering from anything on the list – so it really wasn’t relevant to me
- I was completed shocked that the copy mentioned ‘drug free treatment’ – that was the furthest thing from my mind
- I felt the layout looked forced and didn’t really flow like a letter, which is what (i think) it was meant to do.
What does this mean in the real world?
I am the first to put my hand up and say that I always ‘review’ any sort of marketing that gets sent to me, so I am not always a good benchmark. However, if you are going to send a personalised card/letter to someone’s home address, its really important that it’s relevant, and relevant to their circumstances.
Just my opinion 🙂