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

CitrusFDA Announces Cooperative Agreement To Implement National Produce Safety Rule
September 17, 2014
Agreement will provide information to help plan and carry out the produce safety rule in partnership with state regulatory agencies. Read More
MarketingMarketer Finds Niche With First-Of-Its-Kind Orange Maze
September 12, 2014
Who says an old dog can’t learn new tricks? Not Bob McKellar, creator of the first orange maze in the U.S. Read More
Insect & Disease UpdateMore Coastal Land In California Quarantined For Asian Citrus Psyllid
September 12, 2014
Additional Asian citrus psyllid adults and nymphs found on state’s central coast. Read More
CitrusFMC Acquires Cheminova
September 9, 2014
Transaction expected to close in early 2015. Read More
CitrusSouth Florida Wet Season Receives Slight Respite
September 9, 2014
Reports indicate most areas around the region received below average rainfall during August. Read More
CitrusWhole Farm Revenue Protection Adds Up For Crop Insurance Seekers
September 4, 2014
New USDA program to provide coverage for all agricultural commodities. Read More
CitrusUniversity Of Florida’s Class Of 2018 Raises The Bar For Agriculture [Opinion]
September 4, 2014
Arriving College Of Agriculture And Life Sciences students bring strong credentials and diversity. Read More

The Latest

CitrusNew Superhero Aims To Save Florida Citrus
September 22, 2014
Unique marketing partnership comes to life through comics. Read More
CitrusFDA Announces Cooperative Agreement To Implement Nation…
September 17, 2014
Agreement will provide information to help plan and carry out the produce safety rule in partnership with state regulatory agencies. Read More
CitrusFMC Acquires Cheminova
September 9, 2014
Transaction expected to close in early 2015. Read More
CitrusSouth Florida Wet Season Receives Slight Respite
September 9, 2014
Reports indicate most areas around the region received below average rainfall during August. Read More
CitrusWhole Farm Revenue Protection Adds Up For Crop Insuranc…
September 4, 2014
New USDA program to provide coverage for all agricultural commodities. Read More
CitrusUniversity Of Florida’s Class Of 2018 Raises The Bar …
September 4, 2014
Arriving College Of Agriculture And Life Sciences students bring strong credentials and diversity. Read More
CitrusFlorida Citrus Growers, Beekeepers Deal Proving To Be B…
September 3, 2014
EPA encourages further promotion and partnership in similar voluntary programs across the country. Read More
CitrusHarness The Marketing Power Of Video
September 1, 2014
Multimedia platform is an effective and inexpensive marketing tool for you to attract new customers and keep existing ones loyal to your brand. Read More
CitrusFlorida Department Of Citrus Knocks NPR Piece Over Juic…
August 28, 2014
Agency goes to bat for the industry regarding statement slighting OJ's health benefits. Read More
CitrusFlorida Energy Firm Charged Up About Citrus Biomass Pot…
August 28, 2014
Machine called a game-changer when it comes to a cost-effective, efficient way for tree removal and re-purposing. Read More
CitrusNational Scientific Summit On Herbicide Resistant Weeds…
August 27, 2014
Topics to be covered include the economics of proactively managing herbicide resistance, education and outreach efforts, and incentives and regulatory initiatives. Read More
CitrusClean Water Conundrum: Ditch The Rule Or Ditch The Myth…
August 26, 2014
Regulation inundation causing a rising tide of confusion for farmers. Read More
CitrusCalifornia Citrus Cleared For Chinese Export
August 25, 2014
New agreement addresses concerns over brown rot. Read More
CitrusConsolidated Citrus Eyes Giant Planned Agricultural, Em…
August 25, 2014
South Florida real estate endeavor includes a 5 million-square-foot industrial park, including 200,000 square feet of retail space and 500 hotel rooms. Read More
Citrus‘Super Cold’ Winter, Sizzling Summer On Tap In 2015…
August 21, 2014
The 223rd edition of the folksy regional forecast manual predicting extremes. Read More
CitrusBorder Crisis Not Helping Farmers
August 19, 2014
As thousands cross into the U.S. seeking refuge, calls for ag labor reform are lost in the uproar. Read More
CitrusU.S. Sugar Buying South Florida Sugar Cane And Vegetabl…
August 15, 2014
Purported deal worth $100 million to purchase farmland and assets of Knight Management Inc. Read More
CitrusFlorida’s Future Farming Leaders Dig Up Knowledge…
August 15, 2014
Class 3 of FFVA's Emerging Leader Development Program learn a lot from road trip to California's Salinas Valley. Read More