You find a coupon online for a free muffin and coffee at a small bakery you’ve never thought to try. That Monday, you break your normal routine to wait in line at the bakery only to learn that the coffee and muffins have run out. You’re late for work, hungry and uncaffeinated. The baker apologizes and offers you another coupon you have no intention of ever using.
Marketing efforts can be too good. We’ve discussed plans for dealing with downtime. In this section of SilverTech’s ‘Avoiding Disaster from Downtime’ series we take a look at the curious pitfalls of a campaign that is ‘too successful’ and the importance of strategic marketing and infrastructure partnerships.
A ‘so good, it kills’ campaign generates an overwhelming increase in consumer action, leading to reduced quality of service and cognitive dissonance. The common, detrimental and avoidable mistakes often made during a campaign result in traffic spikes capable of overloading the company’s infrastructure and ruining the brand to both new and loyal customers, thus rendering it ‘so good, it kills.’
Read how your bakery distaste was the result of a disasterously good campaign and a disconnect between marketing and infrastructure. (more…)
