The other day June Whitfield dropped through my letterbox bearing glad tidings.
"Wouldn't you like to leave a guaranteed cash sum for your loved ones?" she asked me.
Well, not her really, AXASunlife in a piece of direct mail they'd sent out to thousands of homes.
And that's where the problem is — they'd had it delivered by The Post Office to homes, not people.
How do I know this? Because on the back of the envelope it had the immortal phrase: "Inside: (sic) An introduction to life cover for the over 50's (sic)". And it wasn't addressed to anyone on the front. Not even an address or "The Householder".
Two problems:
I'm not over 50. I'm 42. And this annoyed me that they couldn't be bothered buying enough data to target my elderly neighbours and exclude me. That's just bad database "blunderbuss marketing".
The first interaction their brand is having with me is one where they're mistaking me for someone much older than I am. To me, that's like asking a woman when her baby is due when, in fact, she simply needs to slim — it's a personal insult.
Some people won't forget that. Potential future business lost.
And VERY BAD marketing.
