Years ago, I had the idea for a campaign called ‘Does your marketing need a boost?’ Where we’d send our marketing ideas along with some Boost bars.

Genius, right?

Well, I think so.

When we started the agency, I shared the idea with Charlotte, and we decided to give it a go.

And I have to say, I still think the concept is a solid one - but we might have fucked up the execution.

So, what happened?

We sent out boxes to a range of startups we’d love to work with, along with a handwritten note that had some ideas on how we would improve their marketing or website.

We sent these directly to the founders because, typically, we work directly with founders who haven’t yet hired a marketing team.

What we got in return was a very offended marketing manager who thought we were telling her she was shit at her job.

We panicked, backed out of our approach, stopped with the intro on how we could help, and instead were just like, here’s some chocolate 🤷‍♀️

The campaign, in total, was a complete fail.

We offended someone, backed out of the approach, and only got one call from the campaign - which never turned into any work.

The Learnings

• At the time, direct mail was the wrong approach. COVID had just finished, no one was in the office, and we had more boxes sent back than I think actually got delivered.

• Don’t offend people - or maybe do, I dunno. It got a response, I guess? 🤷‍♀️ It was nearly two years ago, and I still feel bad, so I don’t think we can call it a win. However, I think the real learning is that you’re better off sticking to something with a clear direction rather than just taking the hi, we’re here approach.

• You need to be consistent AF. Yes, the concept was lovely, but if you’re not hammering it home in your emails, socials, etc., it doesn’t really work - it just becomes a random, standalone thing. Also, continual follow-up is everything. I’ll admit, I’m shit at this. When it’s new and shiny, I’m into it. As soon as we’re a few weeks down the line, I don’t care anymore. But personalised, consistent follow-up can make or break your campaign.

• Do your research. Make sure the companies you think are your target market are actually your target market and don’t just look like they are at first glance.

• If you do campaigns involving chocolate, you get to eat a lot while you work. A big win, if you ask me.

As always, if you’ve got a question, fancy a chat, or just want to tell me the idea was a good one (I’d appreciate that greatly), drop me a message: chloe@themarketingmix.agency.

Speak soon,

Chloe

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