What Can E-mail Marketers Learn From Lebron's Decision Fiasco?
Five lessons learned from Lebron James's PR disaster and how to avoid this in your e-mail marketing campaign.
Five lessons learned from Lebron James's PR disaster and how to avoid this in your e-mail marketing campaign.
The hype has dissipated for the time being, but Lebron James’s prime time South Beach defection was one of those moments that seemed to captivate America. I’m guessing Europeans mocked our culture and priorities, but it was a big deal (Steve Carell mocked it here in a far more entertaining “decision” interview) stateside during this hot summer.
Well, Lebron’s marketing and business team gets points for trying, although it looks like an air ball in hindsight. They, like many of you dear readers, crafted what seemed to be a unique strategic marketing plan that had win-win components and seemingly no downside. Delivering a huge audience for the top media dog in sports? Check. Raise awareness for Lebron’s brand? Check. Include a children’s charity? Check.
Imagine the feeling of sitting in a closed conference room plotting out such a good plan that no one has ever even dared to attempt it. Then you start to think of the rewards you will reap from this genius plan and how this will take your career to the next level. Or something like that before the door opens.
But then, the reality goes a different way and the reaction (externally and internally) isn’t what you planned. Digital marketers can make this a teachable moment to prevent something similar happening with their e-mail program. Most of us can’t withstand the negative impact that Lebron’s image took, so what are the lessons learned here for mere mortals in the e-mail marketing universe:
What makes the difference between the two? Usually a business case backed with metrics from a test (we all do this for each and every e-mail campaign, right?) supporting demand, projecting results, and listing any variables that can impact success or cause a failure, as well as any contingency plans and secondary research that support this unique approach.
Most digital disasters seem to happen when the silo is exposed and broken. Meaning, the liability with your e-mail campaign may have nothing to do with your e-mail program and team but on the tail of the click. If it involves a coupon, special giveaway, or something similar, ensure that you (and legal) pored over the terms and conditions, thought about the coupon blogs, photocopying, printing multiple, and so on and so forth. Basically all the stuff that could go wrong after the message is sent. If that isn’t your group’s responsibility, make sure you have assisted them with the due diligence as it will be your problem should trouble surface.
PS: The Ben & Jerry’s e-mail/social hoopla (as I wrote about in my last column) continues to live on – however, the company controlled the message, set the record straight, and did so via e-mail to their subscribers. How deliciously smart and effective.