Andy Parkinson’s World

It must be nice to have so much money to spend on marketing that you don’t need to worry about whether or not your efforts actually accomplish anything.

Take Microsoft for example. In Monday’s Wall Street Journal there was an insert that was designed to look like a marked-up draft of a letter on Microsoft letterhead. It fell out onto the floor when I opened the paper.

That part was good. I actually noticed it and took the time to look closely to make sure it wasn’t something I or a co-worker had left lying around. They got my attention. Mission accomplished.

But it was downhill from there.

Curious, I read – and reread – the fake draft letter; and for the life of me I cannot tell you what they wanted me to do or think or feel.

There is no call to action. Not even a way to contact them except a website address hidden on the bottom left corner of the page. (microsoft.com/peopleready if you’re curious). The copy is so vague it could be applied to any number of software vendors.

Just look at the tagline: “Because it’s everybody’s business”. Huh?

Anyway, I went to the website (which I guarantee you most people would not do) and it appears that they are providing software that is ready for people. Okay. Now what?

My point with this post is not to bash Microsoft. That would be boring. My point to you is: don’t waste your money on marketing tactics that aren’t specifically designed to deliver some kind of measurable, useful result. And don’t be so subtle that you can’t even bother to tell people what you want them to do.

I’m going to reproduce a copy of the letter at the end of this post in case you’re collecting examples of wasteful marketing and you happened to miss this one.

I can’t even guess what Microsoft spent on the insert. If anyone can explain what they were trying to accomplish, I’d love to know.

Technorati Tags: marketing, Microsoft, call to action