Good vs. Bad Product Marketing Campaigns: How to Avoid Flops and Win Fans

Not every marketing campaign features a recipe for success. Some brand launches, social media campaigns, and influencer partnerships fail hard. Is success simply luck? Or is there more to successful marketing than meets the eye?

Strategic planning, identifying key audiences, and creating impactful, meaningful messages all contribute to the success or failure of a marketing campaign. Get ready to rumble, and get in the ring to learn more about Good vs. Bad Product Marketing!

In This Corner: BAD MARKETING!

Bad Marketing is a heavyweight, weighing down the team, sinking profits, dividing fans. Everyone knows Bad Marketing: brutal, poorly written, cliche, unaware of its fans or enemies. Bad Marketing tries to be everything to everyone, while simultaneously being adored by no one. 

Bad Marketing tells you what it does and why it’s so good. Bad Marketing is the worst villain, egregious, arrogant, self-serving. 

Need an example of the badness of Bad Marketing? Feast on these failed marketing campaigns that sunk entire corporate empires. These are the marketing campaigns that failed to read the room, that were ill-prepared, or that simply just didn’t work.

Companies with Bad Marketing:  Brands That Failed to Read the Room

The number one rule of marketing: know thy audience. If you anger your customers, they will turn on you with a vengeance. These brands failed to read the room and became marketing pariahs.

New Coke: A Recipe for Disaster

Some recipes led to absolute disaster, and New Coke left a bitter taste. New Coke was supposed to be an exciting revamp of the iconic American beverage. Unfortunately, very few loved New Coke, and the original recipe resurfaced.

How bad was the rebrand? Even Coca-Cola questions if it was “the worst marketing blunder ever.” 

Gap’s New Logo

Gap’s logo was an instantly recognizable classic design–a simple white uppercase serif font within a blue square background. In 2010, Gap made the decision to rebrand its logo to feature a modern black san serif font with a small blue square positioned in the upper right hand corner. Customers hated it. Gap pivoted and brought back the old design. Proof that “if it isn’t broke, don’t fix it!” A successful and impactful brand logo becomes solidified with the image of the company.

The Ill-Prepared Bad Marketers

Some ideas just don’t pan out as expected. An idea might be fantastic, but a brand must keep its promise to the consumer. These brands launched a campaign and simply had to pivot, run, or worse!

Red Lobster’s All-You-Can-Eat Shrimp

Many things contributed to the Red Lobster's financial failure. Unfortunately, the all-you-can-eat shrimp didn’t help. The special was more popular than the chain anticipated, and the cost of this $20 deal led to financial losses.

Build-A-Bear’s “Pay Your Age” Sale

A “Build-a-Bear” experience for $5! With Build-A-Bear’s “Pay Your Age” sale, consumers could cash in amazing deals to purchase an experience for small children. The brand could NOT meet the demand of the sale, and many consumers were not allowed to pay their age. Ultimately, the company pulled the plug on the sale when massive demand caused a safety issue.

The Bad Marketers Who Mixed Messages

What are they selling me? If the consumer can’t figure out the product or feel connected to messaging, they will not put in the effort to take the next step. These campaigns were a huge fail, missing the mark on imagery or messaging.

Media Marketing Fail: The University of Florida

Do your research before publishing anything! In 2003, the University of Florida (home of the GATORS!) released their media guide with a very unfortunate cover. Instead of a picture of an alligator, the guide featured a crocodile. Choose marketers who do their research!

Draper James: A Lesson on Clarity

During the pandemic, Draper James (Reese Witherspoon’s clothing brand) offered free dresses to teachers. The brand didn’t make clear that the promotion offered a limited number of free dresses (via a drawing). Teachers were upset, with some taking to social media stating that the discount they received (instead of the free dress they expected) was untenable–the dresses were simply too expensive.

And in This Corner: GOOD MARKETING and the Most Effective Marketing Campaigns!

While some marketers erred seriously in their campaign choices, many brands showcased brilliance in their deployment. Thankfully, good marketing campaigns outnumber bad marketing. Check out some of the most successful marketing campaigns and learn why they were impactful.

Holiday World’s Free Perks

Free sunscreen, free parking, free drinks! The trifecta of free is the hallmark of the Santa Claus, Indiana, theme park. Providing free perks to guests embeds value, and when guests feel they are getting a deal, they may spend more elsewhere. Holiday World knows its customers; it’s not pretending to be Disney, and it understands that success means creating its own unique niche. This theme park remains a Midwest favorite because it offers value to families on a budget. Marketing genius! 

Schnucks Unlimited Rewards for Customers

Marketing success is in Eureka’s backyard. Like many grocery chains, Schnucks offers a rewards program. Unlike many other programs, however, the rewards for Schnucks are uncapped. The more you spend, the more you accrue. This means that a family could earn $100 in rewards that help offset the cost of groceries. Savings = customer happiness!

Nike: Just Do It!

Some slogans become ingrained in the mind. Nike’s “Just Do It” campaign showcased endurance, unwavering dedication, and a fight to win. It also sold lots of shoes and other products. Consumers loved it, and the sales soared. 

Taco Bell: The Fourth Meal

Do we really need a fourth meal? Apparently…yes. The Fourth Meal campaign from Taco Bell targeted late night customers, unspecifically those coming home from a late night of partying and who really needed tacos. The munchies were strong…and profitable!

TKO: GOOD MARKETING for the Win!

Effective marketing strategies target the ideal customer with impactful messaging. Good marketing emphasizes value, quality, and creates lasting impressions. Avoid the pitfalls of Bad Marketing; know your audience, prepare for demand, and do your research!

GROW Marketing Agency sides with Good Marketing! Our team helps clients win! GROW your business with impactful marketing, digital ads, logo designs and more! Reach out to us and schedule a consultation.  

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