What Grinds My Gears!

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Do You Know What Really Grinds My Gears? 

Yeah, I've watched a few Family Guy episodes, but I think it's the perfect expression for what I have to say about irresponsible marketing!

Is there such a thing as "Responsible" and "Irresponsible" marketing? Yes, I truly believe there is!  Marketing is the efforts put forward by a company to sell themselves. Marketing is a tool to reach the mass and give reason to why you are better than the rest. Marketing is meant to communicate your differentiation advantage in the most original and clever way possible to the consumer. That's why I love marketing - it's constant competition to be the best and become the reference in your industry. In the ever-changing landscape of our global business world, companies need to be on their toes and react quickly to what's new... They absolutely need to be two steps ahead, or else they'll miss too many opportunities and get buried by their competition before being able to say "Hakuna Matata" (there are reasons to be worried!). However, when a company structures their message in a way to alter the consumers' perception  in an unfair and, more importantly, in a dishonest and unethical way by playing on the population's ignorance, I find it plain wrong.

Special Shout-Out: The BEAUTY...

Before going further, I have to give a big shout-out to P&G's ad campaign running through the Olympics "Thank You, Mom". I saw it on TV while writing this article, and I just love the emotional aspect to it and how people can easily relate. It's meant to increase brand recognition, and gives credit where credit is due...to the moms, and the athletes. EVERYBODY knows who P&G is [or some people might still live under a rock?], but their past advertisements have had some tough criticism (I really liked Bruce Goldman's article titled "P&G's Olympics ad campaign could destroy its reputation", worth a read...after you're done reading mine, of course!). As Mr. Goldman mentions, I hope people don't get tired of seeing ads that touch us and pays tribute to our moms, whom we owe a lot and some times don't say it often enough (*Love you mom!*), but most of all I appreciate the fact that they're not trying to push their products down your throat, like H&R Block (cue the transition)...

...and The BEAST!

When I was in Las Vegas a couple of weeks ago, I kept seeing the H&R Block "Get Your Billion Back, America" ads (watch one of them here). At first, I thought "Wow, that's a lot of money" (my moment of ignorance, yes it happens to the best of us). But then, after seeing the ad 14 times in an hour (HATE that), I started thinking of what $1B actually means for America. Well, according to Ask.com, you're looking at around 140 million citizens who are filling income tax reports. So, with the help of a strong math background (and a calculator), I was able to determine that each citizen filling their tax return is "losing" an average of $7.15 each year.

Now, I have no problem with a company trying to sell their services, or convince the consumer that they have the best offering out there. I mean, come on, I'm a marketing guy!

However, I really don't like when a company bases their marketing campaign on, shall I say, the average consumers' lack of knowledge and ignorance (and I mean that in the nicest way possible).

Honestly, how many people will see that ad and say "Oh crap, I have a part of that $1 000 000 000! I need to get my money back - HONEY, CALL H&R BLOCK!... START THE CAR!".

Clearly, if I said "The average citizen who fills out their own income tax return misses out on $7.15 each year", would you feel the urge to cough out $60+ [I'm pretty sure $60 is in the ballpark?] to sit down and get someone to do your taxes for you? To sit there, watch them use basically the same software you're using at home, do the same thing you're doing, and literally gamble and hope that you did a bad job last year and this guy (or girl) will be able to find enough deductions to both pay for their $60+ fee AND make you come out ahead at the end of the day?

Between you and me, not a chance unless I absolutely have to. And I'm not saying their services aren't useful, far from it! I for one will be going to H&R Block this year for my tax return!

OK, so now I sound like a hypocrite. But here's the thing - when your taxes are complicated, I'd rather be safe than sorry. Don't want the CRA knocking at my door in a few months wondering why I forgot to mention a few lines of revenue!

Plus, if you're clueless about income taxes, no harm in going to see a specialist who can offer these services. That's why service jobs exist! Just don't expect to walk out of there $10,000 richer - just a question of managing expectations, something their ads have overblown by a mile and a half.



In case someone from H&R Block is reading this: Listen, as a consumer, when I see your ad, I'm thinking I should go see you because you're going to make me a lot of money. That's what you want your ad to create as expectation, right? You're advertising a BILLION bucks, but your true offering on average will be, what, $8? [I rounded off upwards to make it seem less sad] But what happens when I leave your offices, with no "extra" money, and a $60 bill? Do you think I'll be a satisfied customer? Do you truly believe I'll be back next year? What will you do then to bring me back - tell me you're giving away a unicorn to everyone who comes in?

Basics of marketing - and it doesn't get more basic than this! The cost of retaining a customer is far less than recruiting a new customer. When I see this ad, I see it as a short-term solution to the problem of people realizing they don't need you, and a desperate attempt to make a quick buck. Not sure how you think this will do anything else except hurt you on the long term? And I'm just really not sure you're doing it right...but hey, that's just my opinion, you keep doing what you're doing, and best of luck with the unicorns!













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Pierre Babineau is an MBA graduate from Laval University. Currently working as an Industrial Marketing Advisor at FPInnovations, he has worked in Canada, USA, South Africa and India in various positions such as International Development Agent, Head of Trade Mission, Director of Internet Marketing and Independent Consultant.

You can reach Pierre Babineau on Twitter, LinkedIn or on his personal website.

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