Philanthropic Blackmail: Marketing Fail

green giant

Yesterday I posted a rant about marketing, more specifically about BAD marketing…marketing fails. Since I published it, I keep remembering or spotting more of these ridiculously bad ad ideas and marketing schemes.  I’m going to focus on one today, one that has really started to piss me off.

It’s the faux philanthropy bait and switch ploy you see almost daily on Facebook. I saw an awful one today.  Green Giant has graciously agreed to donate “up to 5000 cans of green beans” to Food Banks Canada. That’s great… they should be doing that anyway. That’s good corporate citizenship… hell, it’s also a tax write off. Instead, they have found a way to turn it into some pretty sleazy self promotion.

Here’s the problem: General Mills, Green Giant has a promotion tie in with Food Banks Canada on Facebook: “For every LIKE on Facebook we’ll donate 2 cans of green beans up to 5000 cans”. That’s right. 5000 cans. They needed 2500 likes to trigger this donation, too. So let’s see; 5000 cans which retail at what… $1 per can? So that’s a $5,000 donation. Well, thank you very much.

General Mills had a good year last year; profits were up, shareholders were happy.    What I see, beyond the much needed donation of 5000 cans of  green beans to Canadian Food Banks is a widely shared Facebook marketing campaign with huge reach, great feel good payback and lots of piggyback credibility by pairing with such a reputable charitable organization.  And all for $5000. Wow.  That’s a pretty powerful media buy for only 5K.  Think about it… what else can $5000 buy you if you’re an ad buyer? Nothing. Not 30 seconds on tv, not a 1/4 page ad in a national magazine. Nada.  And you can be sure that most people will forget to “unlike” the page, and will have their newsfeed cluttered with Green Giant marketing from now on. Well played, General Mills.

That’s a lot of reach for not a lot of green… and I see it again and again and again. And you know what? I hit “like”.  I hit like so those damned beans would get to the Food Banks Canada shelves, where they really are needed. But I hate it and I know I’m being manipulated and I think it’s pretty tacky marketing.

I love Food Banks Canada. I’ve served on the board of our local Food Bank and appreciate the powerful advocacy work FBC does, and the way they are able to secure generous food donations from major food producers in Canada year after year. I am thankful that Green Giant  donates food to Canadians in need.  This week is Hunger Awareness Week in Canada, May 6-10, and the message needs to get out and out and out that there are far too many hungry people in our country, and a staggering number of hungry children.

If you want more information on what you can do to help Canadians struggling with food insecurity or to learn more about the true demographics of hunger in this country, visit http://www.foodbankscanada.ca/

If you are in Whitehorse and want to know how to help, please visit http://www.whitehorsefoodbank.ca/

If you live in the US,  Feeding America is a great place to start: http://feedingamerica.org/

Faux Facebook Philanthropy is blackmail – just donate the damned food. Fail.

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Marketing Fail

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I love a good ad. I don’t mind being sold so long as the seller is creative, clever, honest and interesting. Humor is big too; make me laugh and I’ll remember you. I might even look for your product next time I’m in the market.

For the sake of argument , I’m going to post a few of my least favorite marketing ploys… I call them marketing fails.

Marketing fail #1

Flyers on my windshield.  All those flyers that people throw to the ground in disgust or laziness… now there’s LITTER with your name and phone number on it blowing in the wind. Fail.

Marketing Fail #2

Dancing sandwich board guys. Seriously. This sorry sucker bouncing up and down at the intersection is less likely to inspire me to want the pizza he’s stumping for than cause me to rear end the car in front of me. Distracting drivers is a BAD plan. Plus I KNOW he is desperately trying to make a living, but being paid under the table or minimum wage. Fail.

Marketing Fail #3

Cinematic, flashing, massive, hyper-lit crazy ass highway billboards. These things are bigger than my HOUSE, they flash, they whiz and zing and practically throw confetti at a never ending stream of drivers flying past at highway speeds. Add text and you’ve got a pile up on your hands. Never mind my cell phone, government… regulate THIS.  Fail.

Marketing Fail #4

Tits. They don’t sell me anything. Sorry. Got my own, thanks. If mine don’t inspire me to drop change, hers sure won’t. Tuck them back in and make me think or make me laugh. Those girls just make me uncomfortable, and that doesn’t make me spendy.  Fail.

Marketing Fail #5

Bullshit. My hair will not be 10x thicker in 2 weeks. My waist will not be 6″ smaller in 4 weeks. Don’t guarantee my money back, just tell me the truth, for pete’s sake. I’m not that stupid. Fail.

Marketing Fail #6

Minimizing the risk. 140 Happy Calories my big fat North American ass. Junk is junk is junk no matter how you fluff it up for the cameras. Soda, GMO food, high fructose corn syrup, it’s all garbage and it’s all bad for me. Don’t insult my intelligence by pretending it’s only “part of the big picture”. The big picture is it’s all bad for me and you’re lying. Marketing fail.

That’s my first shot at this. There’s more… I could go on and on. What about you? What do advertisers do that really knocks you flat?

I have a family, I have disposable income, I buy;  sometimes for good reasons, sometimes because I’m a sheep, and sometimes because some clever advertisers have done a good job of convincing me that I really should try their product.  If the ads were clever, honest, and the product really is all they said, I’ll become a customer. If not, I’ll just be annoyed,  I’ll tell my friends and I’ll keep my money, thank you very much.