I was recently asked to serve as a consultant on a marketing campaign for a national professional organization. The objective of the campaign is to encourage the membership of the organization to designate the organization’s educational foundation during the Annual United Way Workplace Campaign. Another large part of the campaign is for the membership to also encourage their friends and family to designate the organization during the Annual United Way Drive.
The colleague I am consulting with is doing quite a bit of the heavy lifting on this project and came up with a clever name for the campaign: Operation DuDu. Short for Designate Us During United Way. While this is catchy and clever, I was forced to encourage her to reconsider the name or at least the acronym, DuDu.
Why? Here are a few of reasons I gave her.
Ultimately, she understood and agreed with my rationale. However, she did have some good rationale for coming up with the name in the first place. You see, she was still reeling from a workshop she’d recently attended where a Marketing/PR professional spoke about garnering press and attention to your marketing campaigns. He said, any attention, even negative attention is good. While this may stand up in the PR arena, particularly for larger companies and with the press, it is not always applicable and the repercussions can be severe.
That’s why you always have to remember the key to good, solid marketing - Your Target Audience. You don’t want to put something out that A) your target audience can’t relate to or B) even worse doesn’t want to be associated with. These can be more than impossible to recover from.
So, the next time you think you’ve come up with the next big marketing campaign slogan ask yourself these few questions first: