Transcript
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Ralph: Have you ever seen a business ad that made you shake your head?
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Wonder what were they thinking?
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Today we're diving into some of the most cringe-worthy.
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And dare I say, hilarious business ads that completely missed their mark.
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Get ready for some marketing mishaps that will make you laugh.
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But I'm going to bring some lessons too, that you can learn from these advertising fails.
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So don't miss today's show.
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Welcome back to the show today on this wacky Wednesday, where we try to look at the lighter side of life.
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We can't be serious all the time.
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We're talking about some epic.
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Advertising fails from some well-known brands, either brains.
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You're going to recognize.
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These are ads that made it all the way to the public.
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Before finally someone said, wait a minute.
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That slogan or image?
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Totally doesn't work.
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From culturally insensitive taglines to products being used in inappropriate ways.
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We've got some great examples of marketing messages gone wrong.
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While these ads are hilarious in hindsight.
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They teach us some important lessons about strategic communication.
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And avoiding public relations nightmares.
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I am really excited to share this topic with you today.
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Well it's a cool morning here on the farm, but the sun is shining and the cows are enjoying some beautiful grass hay.
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Now look before we get started, don't forget to subscribe to the show.
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And join our email list.
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You could do that at askralphpodcast.com cause you don't want to miss tomorrow's show.
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When we handle something that people always say the only absolutes are death and taxes I don't mean to make light of it, but tomorrow we're going to be talking about what do I do about taxes?
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When someone dies.
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So we're going to take a really serious topic and I'm going to break it down for you.
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But let's get started with today's show.
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And the first glaring example, this comes from 2013 and the automaker Hyundai.
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They had a Superbowl ad.
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This ads suicide attempt is a man tries to use a Hyundai Genesis to kill himself by breathing in the car exhaust.
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But the car has clean emissions.
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So he survives.
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It made light of suicide and was banned after public outrage.
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The ad showed a man trying to commit suicide, but connecting a hose.
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From the Hyundai Genesis' exhaust pipe into the window.
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Attempting to poison himself with carbon monoxide, however, because the Hyundai Genesis had clean emissions and no carbon monoxide.
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The man survives the attempt.
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The ad closes with the caption.
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Don't try this at home.
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And a voiceover saying the new Hyundai Genesis 100% recycled air.
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well folks making light of suicide in an ad was seen as highly insensitive and dangerous.
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Suicide prevention group spoke out against the ad.
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The ad was criticized for showing and somewhat glamorizing a method of suicide.
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It could potentially give vulnerable people ideas.
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It was banned from further airing during the Superbowl broadcast.
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After the initial public outcry for mental health advocates.
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And of course Hyundai apologize for the head after the backlash.
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saying that they had shown poor judgment.
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But did not intend to make fun of suicide.
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However, the damage was already done.
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The Hyundai's reputation through the offensive and inappropriate content.
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It reflected very poorly on the brand.
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So what do we learn from this?
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This is lesson number one.
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The ad highlighted the need for extra care.
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When tackling sensitive topics in advertising.
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Even with a disclaimer, folks, the ad crossed a line and trying to use suicide humorously to sell cars.
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That's just not funny.
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Let's move on to our second example.
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Next up is an infamous public service announcement from new Zealand's accident compensation corporation.
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This one went off in 2005.
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This provocative ad presented a speeding car pack with unrestrained crash.
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Test dummies being propelled forward during the collision.
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Disturbingly the dummies are shown violently, smashing into walls.
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Windshields and other hard surfaces.
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while, the ad does communicate the importance of wearing seatbelts.
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It does
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So in an extremely graphic and unsettling way.
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Well, unsurprisingly, there was a massive public outcry over the excessive shock value.
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The ACC had to swiftly remove this insensitive ad.
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So what's the lesson there.
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Folks, lesson number two.
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Shock factor doesn't equate to effective messaging.
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While our emotionally provocative ads grab attention.
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Going overboard can damage your brand and completely derail your initial intent.
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Let's look at our third glaring example.
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Our next advertising mishap demonstrates cultural unawareness at its finest.
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Back in 2002 Pepsi.
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Launched a mysterious advertising campaign in Taiwan with the billboards that showed an image of the statue of Liberty.
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With the middle finger up raised.
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Wow.
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Shocking.
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I know, as you can imagine, American consumers were outraged considering the offensive gesture on such an iconic symbol of our nation.
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However, the real reason behind the confusing of billboard Sue came to light.
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in parts of Asia, the middle finger up gesture signifies the number seven, not an obscene insult.
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Due to the lack of cross cultural awareness, Pepsi, completely bungled this campaign.
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So what's the lesson here.
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Lesson number three.
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Immense cultural intelligence and region specific expertise is an advertising.
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Must you got to know your audience.
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One communication norm in your home country may be incredibly offensive elsewhere.
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You've got to adapt to localization strategies.
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So we've handled some really crazy ads that absolutely missed their mark.
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So what are my key recommendations for avoiding advertising missteps?
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I always want to bring you action items.
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So now that we've explored some major marketing mishaps.
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Let's discuss key tips.
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To avoid epic fails would promoting your own business.
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So we might not have a big business like Pepsi or Hyundai.
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Or the country of New Zealand, but all of us do advertising.
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And here's some key things you've got to vet all aspects of your campaign with a diverse set of objective eyes.
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Looking for potential misrepresentations.
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Send these things out to other people to look at.
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you've got to conduct thorough consumer testing and research on your targeted demographic before public launch.
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Consider cultural norms and sensitivities when expanding campaigns to new global markets.
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Localize wisely.
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You've got to err, on the side of caution and corporate social responsibility.
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Shock value, risks, brand damage.
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It might seem like the right thing to do.
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But those shock ads can really destroy.
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Your brand.
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Now that's the whole issue with Hyundai.
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They had an idea about how clean their emissions were, but it doesn't make sense to talk about suicide in that.
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Now, one thing that Hyundai did do, which is the next thing I bring up here is that as issue swift apologies.
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And removal of any ad or slogan causing unintentional offense or harm, but that's why you've got to vet these things.
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You've got to send them out to other people.
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You might not see it yourself, especially if you're a small business person.
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I highly recommend sharing those ads with other people in your industry or other people you trust.
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You've got to monitor public sentiment and conversations.
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Once campaigns are live, be ready to respond and adapt don't just drop that ad out there and just walk away from it.
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You've got to be aware of what's going on.
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Now, before we wrap up, I want to remind all of our listeners to visit our podcast page.
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You can do at askralphpodcast.com.
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That you can leave us a review, share your thoughts, or even send us a message with future questions for future episodes there is a.
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Microphone icon in the bottom, right corner, click on that and say, Hey Ralph, why don't you talk about this?
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Or why don't you talk about that?
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I'd love to talk about things that you're interested in us handling on the show.
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Now while you're there, make sure you join our email list.
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You want to do that?
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So you can enter into our weekly $25 Amazon gift card drawing.
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And while you're there, if you find that you would like to talk to me, one-on-one you can schedule a consultation Right there on the website.
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So let's recap in summary.
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Ineffective or offensive advertising can lead to revenue loss.
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Brand damage and public relations crisis as nobody wants those.
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But with proper vetting wisdom and care, your marketing campaigns can hit the bullseye with your audience while avoiding disasters and missteps.
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Well, faithful listeners.
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I hope you enjoyed this lighthearted.
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Look at some of the worst marketing mess-ups and that you picked up some valuable lessons in strategic communications.
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Remember?
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Thoroughly vetting your campaigns.
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Avoiding shock value and embracing cultural intelligence is the key.
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And of course seek God's wisdom and guidance.
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As you aim to run your business ethically.
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And profitably.
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Be sure to visit our podcast page at askralph podcast.com for more inspiring business tips, there's over 300 episodes out there.
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You can find something that will interest you.
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and, don't forget to tune in tomorrow and we can talk about death and taxes.
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And what do you do when someone passes away?
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Well, my friends stay financially savvy and as always, may God bless you abundantly.
