Sep
21
The CAP code is in place to protect us all from the influence of naughty marketers.
Naughty marketers aren't always deliberately naughty. Sometimes they make mistakes. Sometimes they are just plain ignorant.
For an example of ignorance, see what happened when someone raised a complaint about a recent De Vere Hotels email campaign.
The campaign obviously assumes that the target market is stupid and that people won't check and research prices and offers. That's a mistake.
Failing to ensure the point of differentiation really existed in and between the offers. That's a mistake.
However when CAP raised the matter with De Vere they received no response. That is not only against the CAP Code, it is also just plain ignorant in my opinion.
As marketers we all make mistakes. The biggest one you can make is to ignore the regulator when they have reason to pull you up. It sets an unfortunate tone...
Naughty marketers aren't always deliberately naughty. Sometimes they make mistakes. Sometimes they are just plain ignorant.
For an example of ignorance, see what happened when someone raised a complaint about a recent De Vere Hotels email campaign.
The campaign obviously assumes that the target market is stupid and that people won't check and research prices and offers. That's a mistake.
Failing to ensure the point of differentiation really existed in and between the offers. That's a mistake.
However when CAP raised the matter with De Vere they received no response. That is not only against the CAP Code, it is also just plain ignorant in my opinion.
As marketers we all make mistakes. The biggest one you can make is to ignore the regulator when they have reason to pull you up. It sets an unfortunate tone...
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