Geico Botches Direct Mail Personalization
By Heidi Tolliver-Walker on January 25th, 2014
It’s become part of our national consciousness . . . “Mike, Mike, Mike! What day is it? HUMP D-A-A-A-A-Y!!!” It’s the Geico camel and his ridiculous waddle through the office. “Hump D-A-A-A-A-Y!” has become one of those brand phrases that become incorporated into our daily speech.
Unfortunately for Geico, there is no John here. It’s a quirk related to our former address. John is my father-in-law’s name, and it seems that the list never got cleaned.
Personalization should have really worked here. Unfortunately, when you get a name wrong — especially on the outside of the envelope — it’s not a good marketing tactic.
There are techniques to clean up messes like this before they happen. People move all the time, and there are tactics for identifying and removing duplicate names within a defined geographic radius.
If your clients are purchasing lists for producing personalized prospect mailings, work with someone who knows the pitfalls of purchased data and how to avoid common mistakes. When embarrassments like these get avoided, you look like the hero and your client doesn’t look like the heel.