I received the following unsolicited email from an old employer{{1}}
[gn_quote style=”1″] Hello customers and friends,
Scott here from ………………………. I wanted invite you to a FREE event my team puts on every year celebrating local food and community. Please see attached poster advisory and I look forward to seeing you there. My community address will be at 1pm and I look forward to seeing you in the crowds. In case you haven’t heard, my team are working hard to bring you a Victoria Public Market in Spring 2013 in the Hudson. Come learn more and have some fun. Facebook event link:http://www.facebook.com/#!/events/184461161688872/
[/gn_quote]
There are a couple of things wrong with this. First is the poor grammar and lack of proofreading of the email. Knowing the company (more on that in a bit), I think that they hired someone who doesn’t have English as a first language. Not to sound prejudiced, but if you are marketing a company, you should understand the language, or at least have it proofread.
Now the second point is a bit more subtle. I worked for this company quite a few years ago. I have never received any emails or communication after we parted ways. Now all of a sudden I receive this as one of their “friends” Inviting me to something I am not really that interested in. It screams desperation and lack of any focus. From a customers point of view it looks unprofessional, and just a bit creepy. Like a drunk street person who is suddenly your best friend.
Lastly, after doing a little research (like going to the linked facebook page) the company is not a sponsor, and is mentioned nowhere. They may have rented a booth at a food fair, but the invite seems to imply Scott’s “team” is putting on the event instead of the Victoria Downtown Public Market Association.
Not a good impression.
My suggestion would be to send out an email{{2}} more along the lines of:
[gn_quote style=”1″] Hello All
This is Scott from ………. . We don’t usually send out emails, but we thought you might be interested in the EAT HERE NOW Harvest Fair at Market Square. This free annual event is put on by the Victoria Downtown Public Market Association to bring awareness to some of the farmers, processors, and small businesses who contribute to food security on our area. I will be giving a talk starting at 1PM at Market Square Centre stage (put an address here so people know where to go) about (what the heck will he be talking about, and is it really worth me going) There will be many family friendly events including (give me a reason to come. Are you giving away free product or samples? etc)
I hope to see you there
[/gn_quote]
In other words, sell the event…. Tell me why I want to spend my day there….
Why is obvious marketing so difficult….
PS Sorry Scott, but you should know better….
[[1]]the names have been changed to protect the less than innocent, and to prevent google from indexing this site in favour of the company[[1]]
[[2]]Of course I would spend a little more time on the email. I would also make sure my mailing list was up to date.[[2]]