Offline & Online Marketing Convergence – Missing Out on Key Opportunities

Sometimes I get a little frustrated when I see things in an offline environment, and I cannot find head nor tail of it online. Has that ever happened to you?

Techno Twins Comercial from AT&T on YouTubeRemember those AT&T Wireless commercials from about a year ago, where one person said they went from city to city, the background would move behind them to reflect those cities, and they’d come up with some weird concoction of a city name like PhilaDevMunichopolis? I thought those commercials were clever and wanted to show them to my mother without having to wait around for the commercial to actually appear on TV. Do you think I could find them on the AT&T site? Hell no! Think I could find them on YouTube? Hell no! The closest I could find was a blog post about them because of the director Wes Anderson. The videos though, are no longer on YouTube, and don’t play on the blog post.

Talk about a missed opportunity.

Now AT&T has “the techno twins, Slad and Veeder”, I laugh every time I see this commercial. This time, AT&T has stepped up a little bit better, they have their own YouTube channel and have the commercial out there. But here’s the thing, it’s not on their website! You would think they’d have this as a widget in their front page. These commercials are catchy – from the family going to a nude beach in Spain by mistake, to the guy who’s checking into some shady French hotel, they are funny and they get people talking about AT&T – people go to their site and get disappointed.

However, take a trip and go to their service centers and all their commercials are being played on a loop in the waiting area ( I had to back in May). Now, that’s monotonous when you’ve seen the guy in the pool hall missing out on concert tickets 8 times, and the other guy calling a client Mr. Stinky Fish Face.

Talk about a missed opportunity.

Travel + Leisure Magazine Front Page 10/31/2008Today, I was on MSNBC, and I clicked to watch a video segment from the Today show about “23 secret beach retreats”. It was about a 4 minute segment, with Nilou Motamed from Travel + Leisure magazine. I got interested of course, I’m a beach bum at heart. I then went to Travel + Leisure’s website to look for the rest of the list since the Nilou only discussed 4 places with Meredith Vieira, gosh darnit, I wanted to know the 19 others!

Travel + Leisure didn’t have the article anywhere on its front page for me to click, not even giving me a tidbit and then have to pay to see the rest. They didn’t even have an image of their latest magazine’s front page on their site, so that if I wanted to go pick up the magazine because of this article, I would know it’s there – I remembered a brief flash of it in the interview and thought I saw it, but wasn’t sure. Then there’s MSNBC, no link to an actual article on the video.

Thank goodness I’m a bit more technically savvy, and decided to check out the Today Show website. It wasn’t on the main page of the Today Show, so from there I clicked into the Travel section, and found the article, it’s 2 pages on the site, with very little to really go on. I suspect this is to draw in the person to either buy the magazine or go to Travel + Leisure’s site. Two problems here with going to Travel + Leisure’s site 1) I’m not sure at this point, if that magazine on the shelf has my article 2) Travel + Leisure isn’t featuring this article on their site.

Talk about a missed opportunity.

Carnival Cruise Lines - World Record PinataHas your Public Relations department let your Online Marketing folks know about that special event you are planning? Carnival Cruise Lines apparently does.

Carnival is planning to break a world record for the largest pinata, ever. 6 foot tall this thing is suppose to be. I’ve heard about it on the news, and on the radio, since it’s suppose to happen here where I live in the Philadelphia area (home of the 2008 World Series Champs – The Phillies). I go to Carnival’s site and they’ve got the information about this right on their front page, featured front and center.

Talk about pulling things together and getting it right.

So these instances always lead me back to my clients, and making sure their offline efforts are easily found online. As our population becomes increasing web savvy, and relies more and more on finding things on the internet whether it’s going through a companies site, or even through Google to find something, stop and think – Are you tying all your marketing efforts together?

Don’t be an AT&T, or a Travel + Leisure magazine, don’t miss out on the opportunities. It can end up costing you branding opportunities, relationship building opportunities, the chance to create brand evangelists or even sales. Make sure that you have someone pulling together all the ends of your marketing strategy, not just one or two.

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