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MEDIAPAR'S HIT LIST: Movielink Fails Marketing 101

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by DVDJ MEDIAPAR (BRUCE APAR > dvdj@dvda.org )

DVDJ Bruce Apar

"Introducing Purchases" -- that's the surprisingly limp call-to-action topping an email sent by Movielink, online movie download service controlled by a consortium of Hollywood studios, none of which apparently saw fit to assign its top marketing people to this co-operative effort. That teaser is classic example of how not to write direct-marketing copy -- it's not only passive but is written from the seller's, not the buyer's, perspective. The seller is thinking "purchase," while the buyer is thinking "ownership." How about a simple, "New! Movies to Own … Without Leaving Home!" The next copy point is better: "Download it for fun. Keep it for good." Even if using "fun" to describe the act of downloading is a bit - uh - fun-ky. Then, without warning, the marketing gremlins strike again, because the next main copy point is, "See a new way," which resonates not at all, unless you're looking at Lasix eye surgery or are cruisin' for conversion to Scientology. Whoever, excuse the expression, writes this stuff then assures recipients, "Also, look for a new redesigned newsletter next week." Again, self-indulgent nonsense not addressing needs of the customer. You just know the targeted reader will be counting the days to the debut of that momentous redesign. Come on, Movielink, get your act together. You could stand a bit more polish in your presentation. Make that a gigabyte. Then again, keepers of the physical media flame probably aren't too upset with the dubious efforts of this online e-tailer.

[Check out DVDJ Mediapar's further rants, deemed not suitable for DVDA.ORG, at www.dvdj.info (still in beta).]

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