And I’ve received several from Harley-Davidson and the dealer network disguised as ads. Nothing says your cheap and out of date more than sending a holiday e-card, especially if there is no personalization involved and it’s really evangelizing discount specials. You look like some tech retard who doesn’t realize fads come and go and you’ve just dated yourself to 1999.
And don’t e-mail me every day unless you have something to say. Don’t Facebook me either saying you’ve got something “FASCINATING”… yet, there it is, another photo advert on “The Wall” or dealer email message or tweet. I mean if I don’t know you, should I really be on your Christmas list?
Some of us are old enough to remember that once upon a time there was a company called CDNow. It sold CDs over the Internet. You remember CDs, right? Those shiny discs that were supposed to have the ultimate sound and last forever.
Anyway, CDNow put out a newsletter every 3-months which generated a lot of money. Then the company went public and in an effort to boost financial numbers sent two newsletters a quarter. They continued to do very well. To make the story shorter, by the time they were done, CDNow was sending a newsletter every week. And then they were done, the company went into decline and was sold to Bertelsmann.
The audience tuned out.
If you’ve got something interesting to say and an audience that wants to hear it, by all means reach out. But if you’re just trying to generate sales, trying to monopolize your audience’s mind, be careful about how often you intrude on them. It’s the best way to turn people off. Banging at their digital door again and again and again.
We pull in today’s world and we hate push. Yet, there’s an incredible amount of PUSH going on at Harley-Davidson. It’s especially challenging this year since more of it is combined with their collective dealer network and HOG activities. It’s an endless stream of “look-at-me” attempts. Show me someone who love’s commercials and I’ll show you someone who works at a TV network.
Listen up Harley-Davidson marketing… If you’re selling first, most people are ignoring you. Build the relationship. Nurture the relationship. And know that everybody on the other end is an individual, with feelings and desires.
There is a flip side of Internet access. The ability to tune out unreasonable spam. If you continue to be a culprit then you might be sending it, but no one is listening or checking it out.
Photo’s courtesy of H-D.