the internet ideas blog

Wednesday, November 25, 2009

A Mini Lesson

Yesterday I was excited to get an email from my car manufacturer, Mini. Like most Mini owners, I am fanatical about all things Mini so seeing an email that had Mini gift ideas was great! I could get something for myself and for Mini. . . or so I thought.

I clicked the link in the email with eager anticipation of seeing all the cool things they had dangled before my eyes in the email but when I got to their online "shop" this was all I found:

Big problem. Not only could I not see the items, the only place I could even buy them was through a Mini Dealer. Unfortunately, these are few and far between. In fact I would have to drive 3 hours in any direction just to get to a dealer.

So, what's the mini lesson from Mini?
  1. If you are going to send an email, be prepared to back it up with a solid plan. Clearly sales, marketing and management weren't together on this one. The store had been offline since JUNE of this year!

  2. Remember to meet the expectations of people reading the email. I expected to be able to view and purchase items from the site and was really disappointed.
Take a look at your current marketing campaigns - how do they measure up? With the holidays and winter around the corner, now is the time to make sure everything is working smoothly.

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