Mazda Thinks We’re Stoopid
by Rui Esteves on 07/11/07 at 5:18 pm
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Tell me you’ve seen that Mazda2 commercial. I only watch TV for about two hours every night, and thank the Lord for PVR, so I can fast forward crap like that.
Mazda, when you decide to interrupt our favourite shows, make sure you’re at least telling us something about what you’re trying to peddle. We don’t have time to figure out what a bunch of dancers jumping over and around your car means. We know that if you call your product trendy… then it really isn’t. We fast forward you, but you still irritate us because you think we are dumb.
I have a whole list of things wrong with that commercial, but I’m not going to spit them out. Small businesses generally don’t advertise on TV, but there is a lesson to be learnt here…
We don’t have millions to blow on irritating TV commercials, but we all send out newsletters, sms, Facebook invites, and all kinds of crap to our customers. Please don’t irritate them. If you’re sending a newsletter… educate them, teach them something new… not just about your product, but about something INTERESTING. Don’t sms me about a special you’re running… I’ve taken my phone out of my pocket, you’ve got my attention… then you piss me off with a text about a free pencil when I spend 50 bucks or more at your online store!
It’s really simple. Before you send out that piece of communication, make sure:
a) The person is interested in your wares
b) Whatever you’re sending them is INTERESTING
c) Ask yourself, “Would I delete this if someone sent it to me?”
d) Make sure It is well designed and represents your brand properly.
I’m off to set my PVR…
PS Mazda, your BT-50 ad was much better…
Rui Esteves was the co-founder of Vida e Caffé, one of the fastest growing quick service food businesses in South Africa. After selling Vida, Rui created Collective São Gabriel, a luxury beer range with a strong emphasis on traditional and natural brewing. Rui is out to change the world as we know it. View more articles by Rui Esteves.
