Marketing vs. Air Transport

Sometimes marketeers should think that we are living in a real world... I'm telling you this because of my last loyalty program lauch. My marketing agency and I were sure about the impact would have some kind of spectacular action link to the beginning of this program.

The fact is that we are sending to more than a hundred outlets through our country, a welcome pack box to introduce the project to our sales teams all over Spain. In this box they would find several marketing materials, like leaflets, posters, loyalty cards, demo CD, and when the box is opened....a surprising ballon will fly (containing helium gas).

So, nothing to be different from other projects...but.... we didn't realize about sending this boxes through airplane to Canary Islands and other offshore locations. The problem is helium air transportation is prohibited being liquid, and in gaseous situation, it has strong legal conditions (International Air Transport Association - Dangerous Goods Regulations) to be sended by this way.

Finally I have to take out the balloons of the boxes to this locations and they will not have surprise....

Conclusion, marketeers & agencies can develop great strategies, impressive day of lauch, but finally real world, with real rules makes you think about how important are ALL the details in relationship marketing projects. We usually focus on database analisys, create spectacular marketing actions, emailings, direct mails, but there are many others small items to be considered. Be careful.

Technorati Tags: logistics, loyalty, relationship marketing