Miffed By Marketing? You’re Not Alone [Opinion]

Paul RusnakRaise your hand if you’re familiar with the term “Framily.” OK, let’s see another show of hands for those who find creepy the Direct TV ads featuring bizarre-looking, talking string puppets flailing about with “ugly cable wires.” Yep, thought so. It’s hard to miss marketing messages — good or bad — since they are constantly in our face. Whether watching your favorite TV shows, nosing through periodicals, trolling the Internet, or scrolling through social media news feeds, the barrage is there to either beat us into submission to buy something or just drive us crazy. The aforementioned ad campaign examples are two that have pushed me to the cliff’s edge.

Marketing is not for everyone. It’s an acquired taste. Subjective as all get out, the way individuals or companies choose to portray themselves or a product can be received in one of three ways: acceptance, indifference, or disdain.

It seems more farm operations are attempting to reach out directly to consumers. Go about it the right way, you’ve struck gold. A failure to connect most likely won’t mean the end of your business, but it does mean time, effort, and money wasted.

Instant Messaging

Thanks in large part to technology and social media, direct marketing has evolved exponentially in recent years. Being able to communicate via Facebook, Twitter, and YouTube has provided a platform for any and all to distribute messages instantly en masse for free. Reaching out this way to inform and gather intelligence is the norm now. What you say and how you say it is up to you. And you can say it with photos, promos, links to articles, videos, and more.
So, you have the info plus the desire and means to distribute it. But will they bite?

Tune Into Your Target

Knowledge about your target audience is essential for any successful marketing campaign. Perhaps instead of guessing what your followers want to know, ask them. It will save confusion. For example: I wonder if it was case study results that moved automaker Lexus to conceive its recent commercial glorifying the letter “F.” This vexing advertisement, which features edgy imagery and sexy sounding dialogue, feeds viewers quite the line: “‘F’ provokes lust, unleashes wrath, incites envy, and elicits pride.” Really? This is a car we’re talking about, right? Don’t know about you, but I’ve never associated the letter “F” with success.

 

While the ad is attempting to pump performance models sporting a less than desirable alphabetical representation, I don’t get it, which means others probably don’t either. Mark that as a (F)ail in marketing and branding.

Engaging your customers is the only way to meet their needs. If you don’t first succeed as you wish, you’re not alone. Even those who pay big bucks for killer marketing can wind up with a dead fish. Just think what you could do with a large marketing budget. Surely it would earn at least a B+.

Has an annoying marketing campaign ever dissuaded you from purchasing a product?

View Results

Loading ... Loading ...

 
 
 
 
 
 
 

Topics: ,

Leave a Reply

Citrus Stories
CitrusSenate OKs Trade Priorities And Accountability Act
May 26, 2015
Late on the evening of Friday, May 22, the U.S. Senate approved the Trade Priorities And Accountability Act (TPA) of Read More
Operation Outdoor Freedom participants
CitrusFlorida Proud To Be Home Of The Brave [Opinion]
May 25, 2015
Operation Outdoor Freedom invites wounded service members and veterans of the U.S. military to enjoy recreational activities in state forests and on private lands. Read More
Spraying indoor citrus
Protected AgricultureInterest Continues To Grow In Protected Citriculture
May 20, 2015
Inside move could put producers in prime scoring position. Read More
Expansion groundbreaking for Southwest Florida Research and Education Center
CitrusSouthwest Florida Research And Education Center Embracing New Expansion
May 20, 2015
A 7,000-square-foot addition to the UF/IFAS facility will house labs and offices for potential new faculty members. Read More
storm clouds
CitrusSouth Florida Rainy Season Could Wind Up On Drier Side
May 20, 2015
National Weather Service anticipating El Niño to play a hand in possible below-normal conditions. Read More
CitrusBad Weather Or Not, Preparation Always On Radar For Florida Farmers [Opinion]
May 19, 2015
You cannot prevent a natural disaster from taking everything you have, but you can lessen the blow if and when it happens. Read More
CitrusSave Your Greenhouse Structures From Storms
May 19, 2015
Make sure your protected agriculture components are prepared for whatever may blow this way. Read More
The Latest
CitrusBuzzworthy Trend: Florida’s Bee Colonies Building
May 29, 2015
Cooperation between beekeepers and growers paying off. Read More
CitrusEPA Announces Final Rule On New Clean Water Act’s Juris…
May 28, 2015
Landmark redefinition of “waters of the U.S.” called a land grab by opponents. Read More
CitrusPMA Comments On FDA’s Proposed FSMA Implementation Work…
May 27, 2015
In written comments submitted today to the FDA proposed Food Safety Modernization Act (FSMA) implementation work plans (Focus on Implementation Read More
CitrusSenate OKs Trade Priorities And Accountability Act
May 26, 2015
Late on the evening of Friday, May 22, the U.S. Senate approved the Trade Priorities And Accountability Act (TPA) of Read More
Operation Outdoor Freedom participants
CitrusFlorida Proud To Be Home Of The Brave [Opinion]
May 25, 2015
Operation Outdoor Freedom invites wounded service members and veterans of the U.S. military to enjoy recreational activities in state forests and on private lands. Read More
Expansion groundbreaking for Southwest Florida Research and Education Center
CitrusSouthwest Florida Research And Education Center Embraci…
May 20, 2015
A 7,000-square-foot addition to the UF/IFAS facility will house labs and offices for potential new faculty members. Read More
storm clouds
CitrusSouth Florida Rainy Season Could Wind Up On Drier Side
May 20, 2015
National Weather Service anticipating El Niño to play a hand in possible below-normal conditions. Read More
CitrusBad Weather Or Not, Preparation Always On Radar For Flo…
May 19, 2015
You cannot prevent a natural disaster from taking everything you have, but you can lessen the blow if and when it happens. Read More
CitrusSave Your Greenhouse Structures From Storms
May 19, 2015
Make sure your protected agriculture components are prepared for whatever may blow this way. Read More
BB Hobbs Inc. warehouse in Plant City, FL
CitrusBB Hobbs Bolsters Business In Central Florida
May 18, 2015
Irrigation specialists celebrate opening of new branch warehouse in Plant City. Read More
CitrusHouse Votes To Stop “Flawed” Waters Of The United State…
May 15, 2015
The U.S. House of Representatives approved this week bipartisan legislation that requires the withdrawal of the Waters of the United Read More
CitrusPointers On How To Save Money, Increase Sprayer Efficie…
May 15, 2015
Using clean water when calibrating a pesticide sprayer and carrying extra nozzles for quick repair of simple problems in the Read More
Wes Roan of Lipman Produce talks with participants of FFVA's Spring Regulatory Tour.
CitrusFlorida Farming Show & Tell Earns Regulators’…
May 15, 2015
FFVA's annual Spring Regulatory Tour allows those who write regulations controlling water, crop protection chemicals, food safety, and more an opportunity to see production practices firsthand. Read More
CitrusUSDA Announces $11.9M In Assistance For Organic Certifi…
May 14, 2015
Following on the heels of the USDA’s announcement of record growth in the organic sector, the USDA’s Agriculture Marketing Service Read More
CitrusBeekeepers Lost 40% Of Bees In 2014-15
May 14, 2015
Beekeepers across the U.S. lost more than 40% of their honey bee colonies from April 2014 to April 2015, according to the latest results of Read More
CitrusLabor Update: The Battle To Harvest
May 13, 2015
The need for comprehensive labor and immigration reform is as critical as ever, but industry experts don’t predict any legislation will be passed in the near future. Read More
CitrusReport: Florida Agriculture Property Values Remain Firm
May 12, 2015
Lay of the land confirms farm tracts are good investment. Read More
CitrusFlorida Orange Crop Now Projected To Be Lowest In Nearl…
May 12, 2015
Not since the 1965-1966 season have production numbers looked so bleak. Read More