Tuesday, May 21, 2013

Marketing tutorial

While serving as the editor of a local arts and cultural events newsletter, I came across an example of amateur marketing that is so egregiously bad it should go down as a textbook example of Failed Branding.

A local Hooterville musical group is losing its long-time performance venue to the wrecking ball. At its final performance, it offers a musical tribute to the beloved old building. But as I tried to include the event in my own newsletter, I discovered there was some confusion. All names have been changed to protect the innocent.

On the organization's website, the event is promoted as "Gershwin Spectacular! A Farewell Tribute to Hooterville's Orpheum Theatre!"

When you click through, you find an article titled: "Tribute to the Hooterville Orpheum."

They also send out an email newsletter. In it, the subject line says, "Farewell Tribute to the Hooterville Orpheum Theatre."

In the top graphic banner of the email, it says, "The Hooterville Quartet presents: A Farewell Tribute Concert to the Hooterville Orpheum."

If you scroll down, you are treated to this: "The Hooterville Quartet Singers present: A Farewell Tribute to the Hooterville Orpheum Theatre."

Just what is the title of the event, anyway?

Adding to the identity crisis, on various pages of the website the person in charge is called Music Director, Musical Director, and conductor.

I know consistency is the hobgoblin of little minds, but, really, people? Isn't this something that gets covered in Branding 101?


Claudia from Idiot's Kitchen said...

Glad to know there is someone else out there besides me who gets all crazy about things like this. This is pretty much how I came to be in charge of all of the promotional materials, marketing, etc. for my chamber music group. She who complains the loudest gets the job. Or at least that's how it worked for me.

SUEB0B said...

We had a local benefit concert where the half-page ad didn't mention the date or the venue.