Comments on: Objectives First

By: CT Moore

CT Moore — Fri, 29 May 2009 14:56:09 +0000

Whatever their “objective” was, it looks like the campaign was a fail after all: http://blogs.zdnet.com/feeds/?p=1204&page=6

By: FMCG and Social Media - Cute Sista

FMCG and Social Media - Cute Sista — Thu, 12 Mar 2009 18:38:34 +0000

[...] campaign. In a word, FMCG marketers should be choosing social media campaigns based on how they can meet the objectives of what a FMCG [...]

By: mcolacurcio (Maria Colacurcio)

mcolacurcio (Maria Colacurcio) — Mon, 09 Mar 2009 19:08:50 +0000

Twitter Comment

@JDEbberly Which reminds me of DFleet's post: [link to post] that we should consider Skittles' objective before we critique.

- Posted using Chat Catcher

By: David Kinard

David Kinard — Thu, 05 Mar 2009 18:06:24 +0000

Dave:

I am so glad you raised this point. I am of the school that says don’t make your audience try and figure out what you’re doing. It seems clear to me that the Skittles team was messing around and jumped into the deep end without any idea of how to swim.

I just finished interviewing Sandy Carter, VP at IBM, about her new book The New Language of Marketing 2.0. She suggests a six step method for ensuring you get the integrated approach correct — and the first two are analyze and listen, and nail your strategy. Only then do you implement your go to market strategy. (You can listen to a podcast of the interview at http://www.davidkinard.com/radio.htm).

Skittles obviously thought they’d be different and creative by Twitterizing their homepage. Since that didn’t work, they’ll Facebook it. When that doesn’t work, what’s next? Maybe Skittles should go back to the drawing board and work out a strategy first and not be so frenetic with their brand.

– David Kinard, PCM

By: mcolacurcio (Maria Colacurcio)

mcolacurcio (Maria Colacurcio) — Thu, 05 Mar 2009 15:21:23 +0000

Twitter Comment

RT @davefleet: Great reminder that marketing can have many objectives and sometimes they aren't immediately obvious. [link to post]

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By: Kyle Flaherty

Kyle Flaherty — Thu, 05 Mar 2009 12:00:01 +0000

Dave, great point. I did comment on the campaign in a similar way, but mainly because I was sick of all these so called “experts” saying this was a FAIL without having any clue of what the actual goal was or what they were looking for as an end-game. It has become very easy in our industry (marketing, comms, social media) to rip things down and call them a bad example of this or that…rather than examining what the actual goals were and simply examining something on its merits.

Your post was a great example of how folks should sit back before shooting off that latest Tweet or blog post.

/kff

By: gftb (gftb)

gftb (gftb) — Thu, 05 Mar 2009 01:00:20 +0000

Twitter Comment

RT @lizazzolino: we don't know what skittles objectives are. great point from @davefleet [link to post]

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By: Flavour of the Week | MEGO: My Eyes Glaze Over

Flavour of the Week | MEGO: My Eyes Glaze Over — Wed, 04 Mar 2009 21:58:10 +0000

[...] said, Dave Fleet is correct that we don’t know the objectives for the Skittles campaign and perhaps this effort will accomplish what they set out to do. If they simply wanted to get some [...]

By: Jess Bennett

Jess Bennett — Wed, 04 Mar 2009 21:29:45 +0000

Dave,

I definitely agree with your sentiments. I also made reference to your Tweets regarding Skittles’ lack of ownership over their own identity on Kyle Flaherty’s blog: http://bit.ly/10UuZp

Their approach struck me as reckless. In fact, it seemed like an example of a conservative corporation’s fear (read: lack of control) in applying social media brought to fruition.

Who managed this campaign? Who was responding to negativity and criticism? Were they monitoring the dialogue? The direction and control behind this effort was glaringly absent.

By: Crowd Source the Rainbow | Gypsy Bandito

Crowd Source the Rainbow | Gypsy Bandito — Wed, 04 Mar 2009 18:25:31 +0000

[...] Dave Fleet pointed out something that I (and no one else seemd to have) considered. [...] we don’t know their objectives. All of [...]