We’ve all received direct mail that has our name, title and even gender wrong—the result of poor data integrity, database management, a hiccup at the mail house or any number of things that can happen along the way.
But sometimes something lands in our mailbox that’s a real head-scratcher, like this:
Leo Burnett was a titan in the ad business for six decades. His agency is responsible for Toucan Sam, The Jolly Green Giant, the Pillsbury Doughboy, Charlie the Tuna, Morris the Cat, Tony the Tiger, and yes—The Marlboro Man.
I don’t know if Chase had bad data, if there was a database glitch or if there was a problem at the mailing house.
I do know two things:
First, direct marketing has made huge strides in recent years, but execution breakdowns like this still happen far too often.
And second, with the purchase of Washington Mutual (may they rest in peace), Chase has all our company contact info and transaction data. If they wanted to get it right, they could have.
So, what do you think went wrong with this mailing?
And what’s the oddest direct mail screw-up you’ve seen?