Comments on: Motrin Feels the Pain http://www.marketingwithmeaning.com/2008/11/17/motrin-feels-the-pain/ The New Imperative to Add Value to Customers' Lives Thu, 21 Jul 2011 00:20:59 +0000 http://wordpress.org/?v=2.9.2 hourly 1 By: Marc Connor http://www.marketingwithmeaning.com/2008/11/17/motrin-feels-the-pain/comment-page-1/#comment-140 Marc Connor Wed, 26 Nov 2008 02:27:39 +0000 http://www.marketingwithmeaning.com/?p=196#comment-140 Fair enough on the content of the video...but for a brand a video can be a conversation starter (Dove?) - but there are occasions when each of us (human or brand) makes an error in judgement. Do we shut down and provide a cold apology or try to understand, connect, apologize and build a bridge? When we fail to get it right the first time, it's what we do afterward that is the greatest test of our character...and that's one to grow on! :) Fair enough on the content of the video…but for a brand a video can be a conversation starter (Dove?) – but there are occasions when each of us (human or brand) makes an error in judgement. Do we shut down and provide a cold apology or try to understand, connect, apologize and build a bridge?
When we fail to get it right the first time, it’s what we do afterward that is the greatest test of our character…and that’s one to grow on! :)

]]> By: Bob http://www.marketingwithmeaning.com/2008/11/17/motrin-feels-the-pain/comment-page-1/#comment-133 Bob Tue, 25 Nov 2008 02:08:55 +0000 http://www.marketingwithmeaning.com/?p=196#comment-133 The thing that still gets to me - and still no one else is talking about - is the folly of trying to "feel moms' pain" by creating a slick commercial. To borrow your "treat us like humans" mantra, Marc, when we want to help a friend out or build a connection with someone, do we create a video and invite them to watch? No. We show we care by doing things that help them. We listen, we ask, we discuss. Videos that talk at consumers are bound to be ignored at best and piss people off to the point of protest at worst. The thing that still gets to me – and still no one else is talking about – is the folly of trying to “feel moms’ pain” by creating a slick commercial. To borrow your “treat us like humans” mantra, Marc, when we want to help a friend out or build a connection with someone, do we create a video and invite them to watch? No. We show we care by doing things that help them. We listen, we ask, we discuss.

Videos that talk at consumers are bound to be ignored at best and piss people off to the point of protest at worst.

]]> By: Marc Connor http://www.marketingwithmeaning.com/2008/11/17/motrin-feels-the-pain/comment-page-1/#comment-139 Marc Connor Mon, 24 Nov 2008 16:13:52 +0000 http://www.marketingwithmeaning.com/?p=196#comment-139 Check out the most recent AdAge article on the debacle...I think the "meta" lesson is that brands can and should be treated like humans...we make mistakes, we have differing viewpoints, etc. The more vanilla we get the more we "get along"...but the more we mean nothing. We need treat our brand marketing as a personal, continual, meaningful conversation amongst humans...realizing that (and to steal a page from Mr. Covey) we should seek first to understand, then to be understood. Motrin could have used this opportunity to have a dialogue, build relationships and learn from it...the way it was handled, the only things they've learned is "don't say offensive things" and "look out for those Tweeters". But if we're wise, the rest of us will learn from this experience the value of a conversation. Check out the most recent AdAge article on the debacle…I think the “meta” lesson is that brands can and should be treated like humans…we make mistakes, we have differing viewpoints, etc. The more vanilla we get the more we “get along”…but the more we mean nothing.
We need treat our brand marketing as a personal, continual, meaningful conversation amongst humans…realizing that (and to steal a page from Mr. Covey) we should seek first to understand, then to be understood.

Motrin could have used this opportunity to have a dialogue, build relationships and learn from it…the way it was handled, the only things they’ve learned is “don’t say offensive things” and “look out for those Tweeters”.

But if we’re wise, the rest of us will learn from this experience the value of a conversation.

]]> By: Anthony http://www.marketingwithmeaning.com/2008/11/17/motrin-feels-the-pain/comment-page-1/#comment-138 Anthony Tue, 18 Nov 2008 14:10:14 +0000 http://www.marketingwithmeaning.com/?p=196#comment-138 Bob, I agree that agencies should stop working to create the perfect 30-second story to interrupt them. I do think there are a lot of different ways to reach target consumers. There was an article about a company called Brand Connections who provides integrated media and marketing services. I think what the company is doing is a great thing for marketers because they (marketers) can reach their target consumers in a category exclusive venues. http://adage.com/video/article?article_id=132580 Bob, I agree that agencies should stop working to create the perfect 30-second story to interrupt them. I do think there are a lot of different ways to reach target consumers. There was an article about a company called Brand Connections who provides integrated media and marketing services. I think what the company is doing is a great thing for marketers because they (marketers) can reach their target consumers in a category exclusive venues. http://adage.com/video/article?article_id=132580

]]> By: Bob http://www.marketingwithmeaning.com/2008/11/17/motrin-feels-the-pain/comment-page-1/#comment-137 Bob Mon, 17 Nov 2008 21:24:09 +0000 http://www.marketingwithmeaning.com/?p=196#comment-137 Adam, I'll buy you a beer anytime whether you're right or wrong! You make a point about people needing advertising, but that doesn't mean they can save it. I was at a big digital marketing summit with CMOs a few weeks ago, and the head of a giant global restaurant chain said that all of us were killing the industry by using TiVo! Jessica, THANK YOU for a wonderful idea for Marketing with Meaning. Why create an ad about baby carriers and instead give them out to help moms with the pain of carrying around a baby while trying to get stuff done in life. We don't want to be talked at, we want to be helped! Adam, I’ll buy you a beer anytime whether you’re right or wrong! You make a point about people needing advertising, but that doesn’t mean they can save it. I was at a big digital marketing summit with CMOs a few weeks ago, and the head of a giant global restaurant chain said that all of us were killing the industry by using TiVo!

Jessica, THANK YOU for a wonderful idea for Marketing with Meaning. Why create an ad about baby carriers and instead give them out to help moms with the pain of carrying around a baby while trying to get stuff done in life. We don’t want to be talked at, we want to be helped!

]]> By: Joe Budde Jr. » Relationship Media Example: Motrin, A Brand Behind a Wall http://www.marketingwithmeaning.com/2008/11/17/motrin-feels-the-pain/comment-page-1/#comment-136 Joe Budde Jr. » Relationship Media Example: Motrin, A Brand Behind a Wall Mon, 17 Nov 2008 21:18:22 +0000 http://www.marketingwithmeaning.com/?p=196#comment-136 [...] Owyang? provided great details and analysis, and Bob Gilbreath gave a great explanation of the lack of meaning/value? in TV spots.? In lieu of repeating what everyone else has said, I want to focus on how this groundswell is an [...] [...] Owyang? provided great details and analysis, and Bob Gilbreath gave a great explanation of the lack of meaning/value? in TV spots.? In lieu of repeating what everyone else has said, I want to focus on how this groundswell is an [...]

]]> By: Jessica Gottlieb http://www.marketingwithmeaning.com/2008/11/17/motrin-feels-the-pain/comment-page-1/#comment-135 Jessica Gottlieb Mon, 17 Nov 2008 16:51:13 +0000 http://www.marketingwithmeaning.com/?p=196#comment-135 Here's the thing, Motrin could take it all back, if they really wanted to be funny/clever and edgy they'd be spending the day today putting their logo on 25,000 baby carriers and handing them out to the mommies. We may have just done them an enormous favor. Here’s the thing, Motrin could take it all back, if they really wanted to be funny/clever and edgy they’d be spending the day today putting their logo on 25,000 baby carriers and handing them out to the mommies.

We may have just done them an enormous favor.

]]> By: Adam Kmiec http://www.marketingwithmeaning.com/2008/11/17/motrin-feels-the-pain/comment-page-1/#comment-134 Adam Kmiec Mon, 17 Nov 2008 15:58:27 +0000 http://www.marketingwithmeaning.com/?p=196#comment-134 We clearly need to chat about this over a beer :) What I will say is why isn't their more of a brew-ha-ha over the portrayal of dads as idiots in ads? I'll also bet that 12 agencies this morning had projects killed because of this situation. To take it to an extreme...if companies didn't run any ads for fear of backlash, consumers would suffer. There would be no money to fund tv shows, radio stations, web sites, etc. Do we not all have a role in the community? Shouldn't we be responsible in how we play our role? Asking for boycotts, people to be fired, etc. isn't what I'd call being responsible. Motrin has a twitter profile. People can engage directly with them...responsibly :) BTW- The first beer is on you. We clearly need to chat about this over a beer :) What I will say is why isn’t their more of a brew-ha-ha over the portrayal of dads as idiots in ads?

I’ll also bet that 12 agencies this morning had projects killed because of this situation. To take it to an extreme…if companies didn’t run any ads for fear of backlash, consumers would suffer. There would be no money to fund tv shows, radio stations, web sites, etc. Do we not all have a role in the community? Shouldn’t we be responsible in how we play our role? Asking for boycotts, people to be fired, etc. isn’t what I’d call being responsible. Motrin has a twitter profile. People can engage directly with them…responsibly :)

BTW- The first beer is on you.

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