Stupid Marketing!

I just received a “Christmas card” in the mail from someone in Chicago, Illinois.  It was hand addressed (a great tool in direct mail by the way) and as I opened it I kept trying to remember who I knew from that state.  After I pulled out the card I noticed it was an advertisement from a car dealership in Oklahoma!  Now I am not against direct mail or advertising but I will share a couple of thoughts:

• If you are going to send a Christmas card (or special event card) than let it be just that!  I would have been impressed if I received a card that just said “Merry Christmas from The Joneses.”  It’s more meaningful to send something authentic and not a cheap advertisement for something like this.
• Make sure you know who you’re sending to.  Update your list people!  This dealership was in a small town in which we lived and were members of our church.  We needed a car and decided to buy from “family”.  Well, they sold us a lemon and a warranty program that was bogus – they knew this and admitted it!  Do you think we are going to go buy from them?
• Mail it directly from you.  I understand that some companies hire an outside marketing firm to do their work, but how simple would it have been to produce a label from the dealership as opposed to a generic label from another state?  If you have to make it look like it’s coming from someone else for it to be read, maybe you shouldn’t be sending it.  Plus, why not brand your own name?

I don’t like stupid marketing and bet you don’t either.  I recommend really thinking out what your are doing and determine if it is the best way/method/tool for it’s purpose.  It will serve you well.