The Inside Marketing Team
April 30, 2017
There are plenty of reasons big corporations...and small businesses...use an "inside marketing team" or Marketing Department. You know, the folks who work where the product or service is being delivered also do the marketing. The common reason is "They know what we do so we don't have to train them." or "Rather than have the expense of an outside marketing specialist we save the money and do it ourselves."
We get it...sort of.
But, when the stuff hits the fan because the "inside marketing team" was too close to the product or service and not connected with the consumer it can be a problem.
Don't believe me? Ask Pepsi...
They rolled out this hideous piece linking Pepsi to calming civil unrest. But worse, they co-opted the Black Lives Matter Movement and were forced, by consumers, to pull the effort less than 24 hours after launch:
Then there is this which started this week from Nordstrom, "Muddy Jeans" for $425. Just how out of touch can a company be? Celebrating the rugged American Worker at a price...they (we) can't afford.
Ya want some muddy jeans? Come to Iowa...we've got the real thing.
But, on the positive side check this video clip from Heineken.
While it doesn't convince me that Heineken really cares about transgender issues, feminism or climate change it's much more thought provoking than...the other two. And, yes, it was created by an "outside agency".
So, why use an outside agency? Because we're often the folks who, perhaps, know consumers and can be much more focused on a positive outcome. Truly had Nordstrom or Pepsi come to us and asked, "So what do you think of this idea..." We would have saved them...millions in "brand hurt".
Just a thought....