Never before have I been more acutely aware of this saying than now… Never before had I imagined I would fall victim to my own ranting, either.
Yet, here I am – committing a marketing blunder so basic that had I been a mere observer of the situation, I would be thinking of myself as a person completely out of his depth and full of hot air.
It all unfolded as a result of a pre-Easter inter-company teambuilding treasure hunt competition we had at work. Basically, each participating team had to come up with a team name and some cool outfit as special prizes for the team with the most likeable one were also envisaged.
So, we did – we were making special T-shirts that would wish “Happy Easter” through a riddle. As we were discussing it all, my colleagues were saying – “Your blog could do with some extra promotional push, you know. Why don’t we feature it on the back of the T-shirts? Running around in them could help you drum up some brand awareness”
I fell with the idea immediately – all the more it tied well with the name of the team, too.
So, I took the logo, put it on the page of the design that was supposed to represent the back of the T-shirt and went on to discuss the more important front part.
Having reached a consensus on it, it was also my task to go and place an order for printing the design off.
And happily I went… only to realize the minute I had come back to the office the shocking truth that I had forgotten to put the contact details of the blog – there was no link, no Facebook page, no Twitter account handle, only a logo, thus leaving people, who had not heard of it, absolutely no way of finding out more, if they wanted to.
I was gutted – how could have I – the advocate of common sense in marketing – shown such a blatant lack of it?
It was beyond me.
The only vaguely remote situation I could compare it to was the second episode of last year’s “Apprentice UK” when one of the teams had shown up in a B2B pitch of flavoured beer without bringing the actual product for tasting.