I vote “No” on Macy’s Election Day campaign November 2, 2010Posted by Lauren in : Practice , trackback
Today is Election Day and yesterday I received an email from Macy’s touting their Election Day Sales event: http://bit.ly/cdPQOZ Macy’s Election Day Sale??? Granted, focusing on more obscure holidays is one way to break through the clutter (and a tactic we employ ourselves here at ThinkingKap), but if you’re going to do it, make it work! When I clicked through, NOTHING in the entire Macy’s website tied back to the event theme other than the dates of the sale and the words, “election day sale.”
Interestingly enough, there is a special section of the Macy’s website called “Customers Top Rated” which is delineated by a 5-star rating system. Hmmm, isn’t that the same as, “our customers VOTED these the best items?” Wouldn’t tying the campaign theme in with this section provide Macy’s with a unique way to make online shoppers aware of this section of the website and support the election theme of the direct email piece? Furthermore, couldn’t Macy’s offer special “Election Day” pricing on these items exclusively to enhance the sale of these “must have” items or encourage its readers to actively participate with their website by voting for their favorites?
As a marketer who started her career in promotions, I still believe a strong tie-in can do wonders to promote a product, service or brand, but lazy creative and lackluster execution will never deliver results. Yeah or nay?