It’s true that there are bloggers who are esteemed highly and can really have serious influence when writing about other businesses. People need outspoken and confident bloggers like Chris Brogan and Guy Kawasaki to spark ideas and share experien…

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It was a perfect case study in what not to do when putting together an ad campaign. Just because the ad was not through the social media channels doesn't mean we can't learn from their mistakes.

Chris saw the ad on TV – it worked by creating the desire to purchase from there it all fell apart because somewhere in the Timberland chain a link broke.

The stores were not properly supplied with the boots and or even aware that that model existed. What procedure is in place to coordinate the supply with the
campaign? Does this teach us something? YES. It does no good to advertise something we're not equipped to sell. This is marketing 101 be it new or old media.

Case in point. We're all going to Grandma's house for Thanksgiving. Oops no one told Grandma and she's not home, no turkey, no pumpkin pie…get the picture?

The store personnel dropped the ball by not following up with the S.O.P. that says “Can I get your name and number and call you back…”. Where is the staff training manual and why is this person on the floor or behind the counter? Does this teach us something? YES. Test, test, test and test some more until everyone knows the basics. At the very least if you don't know then the response is “let me get you someone that I know can help you”.

We can learn more from posts like Chris's Timberland rant (I use that word loosely) because it takes us back to the basics of any enterprise. Do your due diligence when planning any kind of campaign. Be prepared and make sure all of your sub-channels are prepared to deal with the response. Plan, test, review, adjust, test, and continue that loop until you're ready to launch.

The lesson in the Timberland post is not what influence Chris has and that he should temper his posts because of it. No I say rather it is because of his influence that this type of post be put out there for his reach is great and we need constant reminders of the basic marketing principles that govern the B2C marketplace and what good customer service is.

I think this concept should translate offline as well. We need to be more conscientious of our impact on others by being deliberate and responsible in our words and actions because all of us are leading someone: at work, at home, in our communities. I think we need to be authentic and honest in our communication with others, including how we handle our mistakes (we all make them), but especially when in a position of power. Thanks for caring enough to post this, Chris.