Is your credit union looking to attract more Moms? You better watch what you say!

By Tim McAlpine

I have heard this one quite a bit at my presentations this year, "This social media thing is fine and dandy, but our members aren't online. I don't see how these things that you are talking about apply to us."

I like to dispell this myth any chance I get. One of the biggest segments in the blog-o-sphere is Moms. They are active bloggers, vloggers and Twitterers. To illustrate the power of the social web and to alert you to one of the biggest corporate goof-ups blow-ups on the web this year, simply watch Motrin's brand new commercial below. From what I can gather, it was released just this past week.

This ad has enraged the Mommy blog-o-sphere. Look no further than these live search results on Twitter. In addition, there are countless video responses and blog posts popping up like wildfire. You can actually buy anti-Motrin T-shirts on Cafe Press already.

This is a constructive video response. Some of them aren't so nice.

Lessons for credit union marketers:

1. Members and potential members have a voice
2. Do not assume your members aren't online
3. Do not underestimate the power the Internet
4. Pre-test your ideas with the target market you are attempting to attract

I will be following this story closely. I am very interested to see how Motrin handles this huge PR issue in the coming weeks.

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Comments

1) Jeffry Pilcher @ Nov 17, 2008
http://thefinancialbrand.com

Can you please go into more detail and explain why and how this is one of the "biggest corporate goof-ups on the web this year?" Besides pre-testing, what else could they have done BEFORE the spot ran? What did they do wrong AFTER the spot ran? What should they have done differently, besides "assume less" and "underestimate less?"

FYI - The second video is "no longer available."

2) Winter Prosapio @ Nov 17, 2008
http://tcul.coop

Great example. Moms who blog are a huge network and things spread like wildfire. I'm shocked that they didn't focus group this at all. Their apology is hilarious (http://www.motrin.com/). Kathy is looking for a new ad firm, I'm sure. Notice they don't even mention what the video was about!

Is that a sincere apology in the blogosphere? Don't think so.

Hell hath no fury like a baby wearin' momma.

3) Jeffry Pilcher @ Nov 17, 2008
http://www.thefinancialbrand.com

Can someone please point me to the article that said J&J/Motrin didn't pre-test this ad? Everyone keeps talking about this, but I can't find anything anywhere about it.

4) Tim McAlpine @ Nov 17, 2008

@Jeffry - maybe rather than goof-ups, I should have said blow-ups!

Who knows if this spot was pre-tested or not. The creative is pretty cheaky and I think it should have set some alarm bells off before launching. Also, seeing as how Motrin is primarily marketed towards woman, you would hope that they and their agency would have a better handle on their target market and possible sensitivities.

What could they have done differently? Acted quicker to respond. I think that the message that appeared on the Motrin homepage today was a good start, but Motrin is active and Twitter and choose to say or do nothing for quite a few days.

I wonder what would happen if the Exxon Valdez sank in this Web 2.0 era? Keeping quiet and waiting to react is no longer a good strategy in today's connected world.

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