Four Campaigns Unworthy of the Final Rose

It’s that time of year again, folks. No, not summer’s midpoint. And, no, not the one-month mark until football season. It’s that wonderful moment when we’re finally down to the final two contestants on The Bachelorette. This past Monday Bachelorette Kaitlyn Bristowe narrowed her potential suitors down to Nick Viall and Shawn Booth.

Both Senior Editor Al Urbanski and I have admitted to being addicted to the ABC reality franchise, and one of us (slowly raises hand) is still hooked.

What makes the show so enticing is that every season’s cast of characters is the same: There are the nice guys who finish last, the bad boys who are there for the wrong reasons, and the kicked-off fan favorite who continues the show’s legacy by becoming the Bachelor next season. Oh, and who could forget the standout oddballs? Here’s looking at you, Ashley S. So, it shouldn’t be surprising that the show’s track record of successful couples is quite low.

With all the opportunities marketers have to upend customer relationships with irrelevant or oddball marketing, I thought I’d step in to help you, our readers, have longer, healthier, and happier customer relationships. Based on the show’s previous contestants, I’ve compiled a list of the four types of campaigns that aren’t worthy of marketers’ final rose and should be sent home in the limo.

1. The campaigns that are there for all of the wrong reasons. There are always a few contestants who go on the show for fame or to promote their companies. As soon as the Bachelorette finds out that the suitor isn’t there for love, she sends him packing.

Marketers can be guilty of launching campaigns for the wrong reasons, too. Marketers should always create a campaign with a particular goal in mind—one that can be measured and tied back to a brand’s bottom line. Many marketers, however, can be tempted to launch campaigns focused on solely vanity metrics (like impressions or likes) to build up their image. But, focusing on surface-level metrics won’t provide any valuable insight or potential areas of growth, and, ultimately, your marketing will suffer. 

2. The campaigns you don’t see a future with. The Bachelorette goes on the show to find a forever love; similarly, marketers should create campaigns that fit into their long-term strategies and objectives. Focusing on short-term stunts and measuring temporary gains may lead to fleeting successes, but they won’t make a lasting impact on a brand’s business. Instead, marketers should try to build on their initiatives and produce campaigns that will create long-term benefits.

3. The campaigns that don’t get along with the rest of your marketing. It’s always a red flag when a contestant doesn’t get along with other suitors in the house. The same is true in marketing. Marketers should be concerned if a campaign doesn’t jibe with the rest of a company’s marketing or brand voice. After all, if a campaign doesn’t create a seamless experience for you, it probably won’t create one for your customers. So, if there seems to be tension, reevaluate the campaign and decide if you can make some tweaks or if you should ditch the initiative altogether. You may have invested time, money, and emotions, but it’s better to evaluate and optimize now than to have a confusing or inauthentic campaign that negatively affects customers down the line. Testing is the key.

4. The campaigns where you’re way more into your customers than they’re into you. There are always going to be customers who are more passionate about your brand than other customers are. Sure, marketers may try to win over these less enthusiastic few, but they also have to know when to call it quits. If a subscriber hasn’t engaged in more than a year, it may be time to remove them from the email list, for example. Persistence is important, but it’s also critical to know when it’s time to walk away and invest your marketing dollars in those who are more committed. Because, just like a relationship, marketing has to be give-and-take.

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