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#1 |
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Just hitting the mouse!
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Join Date: Jul 2007
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UK furniture retailer Habitat has created negative publicity after it used twitter to send mass sales messages using the hash # so untargeted. Habitat said it made a mistake and has withdrawn all sales messages from twitter.
Think it shows that some big companies may understand marketing but not new mediums! Rich |
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#2 |
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Dare To Be Different
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Hi Richard,
You never know if it was planned that way and they calculated that the 'bad publicity' they receive was worth it for the exposure (double exposure - via the tweets and also via the buzz - IE your post here). If you think about it, how strong is the suggestion in your mind that they really don't understand online marketing? It's not so much online marketing that they don't understand, but more that they marketed too hard, in a 'spammy' manner. Conversely, does the occurrence surreptitiously implant the idea that they are a progressive, previously purely offline company that are now tapping into online methods - hence, they are 'with the times'? |
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Roger D
'There are no more prizes for predicting rain. There are only prizes for building arks.' Lou Gerstner 'Money can't buy you happiness but it will buy you a yacht big enough to pull up alongside it.' David Lee Roth 'Most people are walking around, umbilical cord in hand, looking for a new place to plug it in.' Cavett Robert |
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#3 |
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Web Developer, IT Support
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When I first spotted the messages, I thought it was just a spammer pretending to be Habitat in order to push a gift card (if you ever look at spam mail, you'll find this is a fairly popular trend), and so I dismissed it.
Clearly I was wrong! Seriously - how stupid can people / companies get? Using keywords to do with Iran to push Habitat's products? Even from a marketing perspective, it's a wasted effort, because people are hardly going to read about Iran and then think "oh, I'll just pop along to Habitat and buy some furniture"! Marketers know untargeted promotions aren't going to be as effective. |
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#4 |
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Top Gun Copywriter
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I think the strangest thing is that people
follow Habitat on twitter. Crazy. |
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#6 | |
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Just hitting the mouse!
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Quote:
Definitely agree that Habitat are at least aware of some social networking tools even if they used it wrong. Rich | |
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#7 |
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Just hitting the mouse!
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Join Date: Jul 2007
Location: Puerto Calero, Lanzarote, Canary Islands
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Oh it's blankey blank!
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#8 | |
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Jason, Expert-World.com
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Quote:
these days. (some people still live in the 70s I guess ) | |
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#9 | |
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Advanced Warrior
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Smart post.
Rarely do big companies make "accidents" like this. It is usually very calculated, with "what's the worse that could happen" scenarios. There is an expression that "bad publicity is better than no publicity at all". Seems quite true in this case. In the course of a few days, the company has managed to do this: 1. They've established the fact that they are trying to 'get' with the times. 2. They've "positioned" themselves as an "honest" company (by withdrawing the sales messages). Maybe they really are honest, maybe not -- but the actions have established this. (I would like to think it was an accident and they are honest). 3. And people are talking about them. FREE publicity. You are talking about them in a forum, etc, etc. So very smart marketing. Johnathan Quote:
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#10 |
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Active Warrior
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I think sites like Twitter and Facebook present too big a temptation for advertising due to the shear size of their membership. As said, I wouldn't see this episode as bad publicity. I'm not likely going to boycott Habitat now I've heard this - not that I go there anyway.
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| big, brand, company, spam, trouble, twitter |
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