The Worst Marketing Idea of 2008

I've been holding onto this 'marketing gem' since September when I attended the NACAC conference in Seattle.

As an employee of a higher education vendor myself, I fully understand the challenges of engaging attendees at conferences. Some conferences are more vendor-friendly than others ... I wouldn't put NACAC in that category (fine organization but a different post for another day).

Perhaps this is the reason that led Applywise to execute the offending marketing tactic at this year's conference.

Let me tell you a quick story of a fine dinner in Seattle and a demo post card in the Men's room.

One evening, I went to dinner with a group of my colleagues at a very nice restaurant in Seattle called Wild Ginger. If you are in the Seattle area, I highly recommend it.

As we were being seated, I excused myself to the Men's room. Once inside I noticed the following:

 

On closer inspection, I discovered that as a diner at Wild Ginger that evening I could call and schedule a demo at NACAC.

 

After a brief search online, ApplyWise appears to do a good job of outreach in a variety of mediums from YouTube to Facebook.

The lavatory demo invitation appears to be a momentary lapse in judgment. Nonetheless, this innovative use of the water closet deserves the worst marketing idea award of 2008.

 

Comments

[Jim Fong]

Maybe if they posted it above the urinal, folks may have taken the time to read it. :)

To add to your war stories, in 2002, I knew of someone that wanted to promote their online campus via a fly-by banner over a football game. First, the target audience was wrong (drunk alumni and undergrads), next, where are folks going to find a pen, and lastly, 9-11 made folks a bit nervous about flyovers (as well as restricted airspace above stadiums). Regardless of the mistargeting, there is another media that would have worked on that day... it's called paying for space on the scoreboard or gameday brochure. No need for gadgetry when the answer lies in simplier means sometimes. Thanks for your insightful blogs!

[Tim Copeland]

Thanks for your comment Jim.