This Presidents’ Day, Groupon released an offer that it said was meant to honor Alexander Hamilton, who is featured on the $10 bill. The problem, which many consumers noted, was that Hamilton was never President. Afterward, Groupon said that the “mistake” was intentional to help gain attention for the promotion. But is this a good tactic? How can marketing mistakes impact brand perception?
In Ask Your Target Market’s latest survey, just 18% of respondents said they heard about Groupon’s Presidents’ Day “mistake.” Of those respondents, just 16% said that they could tell right away that the mistake was really an intentional publicity stunt by Groupon. And another 21% said they learned about the intent behind it afterward. 63% of those who saw the mistake did not know that it was intentional.
In general, just 6% of respondents said that faking a marketing mistake to get attention for a promotion can definitely be an effective marketing move. 33% said that this type of stunt could probably gain some positive outcomes. 42% think that intentional mistakes would probably not be a good move. And 20% think that this type of mistake is definitely not a good marketing move. Those who were aware of Groupon’s recent promotion were 4% more likely to say this type of stunt can be effective.
But more common than intentional errors are unintentional ones. It happens to plenty of companies. And just 6% of respondents said that genuine marketing mistakes can have a large impact on their opinion of the brand. 42% said that marketing mistakes can somewhat impact their opinion of a brand. 45% said that mistakes wouldn’t normally impact their opinions. And 8% said that their opinions wouldn’t change at all.
You can view the complete survey results in the widget below and be sure to click “Open Full Report” to take advantage of all the chart and filter options.
What do you want to know? If you need some consumer insights on a particular topic, let us know in the comments below and we’ll consider it for an upcoming survey post.
Results were collected on February 17 via AYTM’s online survey panel.