The most critical mistakes are related to the wrong choice of target audience or language for communication with potential buyers. For example, Delivery Club made a gross blunder in one of its advertising campaigns, presenting photos of different people who, despite their talents and professional skills, allegedly began working as messengers in this company (example: "here is a lawyer who speaks five languages, but now works as a courier"). But such a picture did not impress the social media audience, but caused a wave of criticism towards the advertising.
The reason for this was stockholder data package that visualization specialists used photographs of people, many of whom were over 50 years old. There is a widespread belief that if a person is 20 years old, he or she can become a director today, a pizza delivery guy tomorrow, and someone else the day after. But at the age of over 50, working as a courier is perceived as “the end of history”. This leads to a sad conclusion. It turns out that advertising instills the opinion that everyone will have to become a courier.
The marketing campaign developers were trying to convey a different message: "Life is long and everyone can become whoever they want. Today they are a businessman, tomorrow they are an animator in the Maldives, and the day after tomorrow they are a bartender in the Canaries. If this is true, then you should show respect to any person standing in front of you." But this idea was distorted by poorly chosen visual images, which led to the indignation of social media users.
Mistakes in communication strategies
Another fairly common mistake is addressing people informally. This often causes irritation. Sometimes companies use the wrong tone or style of communication when answering questions from the audience. For example, they start apologizing in long phrases and write: “What a terrible drama (there really are such examples). Of course, your order should not look like this. We will definitely find and punish the culprit.”
There may be people who like this style of communication and become more loyal to the company. However, many people find overly cumbersome speech irritating. People do not care how you view the problem with stale greens in the order (drama, your personal failure, or something else). They just want to get a normal salad - simple and clear. In this situation, it is enough to say: "Your order will be delivered in 5 minutes. Please excuse me, the refund will be made by transfer to the card."
It is important to consider that the main means of communication strategy is the word. That is why it is necessary to scrupulously select each phrase. There is no opportunity to use other tools here. If performance allows you to use the display of numbers and other forms of information presentation, then the word that flew out of the mouth during communication can no longer be erased or replaced.