Thursday, December 13, 2012

Is it time for Macy’s to fire Donald Trump?


I have never been a fan of using celebrities in advertising.  While they may be effective in getting your brand noticed, they often overwhelm it and ultimately distract from it.  That’s exactly what’s happening now with Macy’s and Donald Trump.
In case you haven’t been following the story, many people, including me, have been highly offended by the disrespectful comments Mr. Trump has made about President Obama and the American election process over the past several years.

In response, on October 24th a petition was started on signon.org urging Macy’s to part ways with this ill-fitting spokesperson.  And as of this morning, 678,789 people have signed that petition. (Carusone, 2012)

Moreover, a recent survey by YouGov BrandIndex shows that since the beginning of November the store’s loyalty measure has dropped from 31 to 19, its lowest levels in more than a year, putting them behind all their competitors -- even J.C. Penney. (Mahoney, 2012)

(Strasser, 2012)

And last, but not least, there’s the boycott.  It will no doubt take a while for the company to assess the damage, but when they do, I imagine they will find that I am not the only Macy’s shopper who took my business elsewhere this holiday season.
Advertisers beware.  You can’t have it both ways, when you partner with a celebrity you have to take the good with the bad.  Why risk it?

 
Carusone, A. (2012, October 24)  Urge Macy’s To Dump Donald Trump.  signon.org.  Retrieved December 12, 2012, from http://signon.org/sign/urge-macys-to-dump-donald

Mahoney, S. (2012, November 29)  Is Trump Chasing Women Away From Macy’s?  mediapost.com.  Retrieved December 12, 2012, from
Strasser, A.  (2012, November 29)  Donald Trump Partnership Ruins Macy’s Popularity.  thinkprogress.org.  Retrieved December 12, 2012, from http://thinkprogress.org/media/2012/11/29/1258001/macys-popularity-trump/?mobile=nc

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