Motrin learned this the hard way recently, with this ad on their site (note: it might disappear from YouTube):
Want to see what happens when you say the wrong thing to moms?
- 5,700 hits (as of noon Monday Nov 17) on #motrinmoms, which is a tag for people blogging and tweeting on the subject – that is, Motrin’s misguided website ad about moms who carry babies in a sling.
- 61,300 hits on motrin+baby+carrying+ad+mom
- At least 16 people went to the trouble to make a YouTube response video.
You might be thinking that it’s hard to imagine that people give a rip about something like this, but when you insult the same people that your marketing is supposed to attract, it’s not hard to wonder who in your business is on the same wavelength as your clientele.
Peter Shankman has a pretty good angle on this Motrin thing as well – particularly as he wonders who is writing the ad, 23 year old guys or 20-30-something moms, but more importantly that there either isn’t anyone listening, or the right kind of person isn’t listening.
Though it took a while, McNeil has posted this apology on the Motrin.com website:
With regard to the recent Motrin advertisement, we have heard you. On behalf of McNeil Consumer Healthcare and all of us who work on the Motrin Brand, please accept our sincere apology. We have heard your concerns about the ad that was featured on our website. We are parents ourselves and we take feedback from moms very seriously. We are in the process of removing this ad from all media. It will, unfortunately, take a bit of time to remove it from our magazine advertising, as it is on newsstands and in distribution. Thank you for your feedback. It’s very important to us.
Vice President of Marketing
McNeil Consumer Healthcare
I suspect the folks over at McNeil have been taking some of their own medicine over the last few days.
Once again, I’ll say it: Enter the conversation already going on in your customers’ minds. If you can’t relate to the situation of the person you are trying to sell to – find a way to get yourself to relate to it. McNeil could have saved themselves a lot of pain by showing this to 5 moms who work at McNeil.
You can – and should – do the same. If you can’t understand your customers, their problems, their wants and their needs, you’d better find someone who can.