Mistakes Veet Canada can Address with Web Analytics
A Lesson for Canadian Businessess to Learn from Veet Canada’s Latest Marketing Campaign
As a Canadian professional in the marketing industry, I always get excited seeing innovative TV ads that make the full multi channel campaign. Due to lack of competition in the Great North, brands don’t feel the pressure to innovate, take advantage, and measure consumer activities among all channels available to them.
When I watched the Veet Canada TV ad for their latest product, New Veet Easy Wax Electrical Roll On, boy was I excited! If Veet Canada’s TV ad was strategically crafted, then the assumption was their web analytics would be leveraged as well.
The TV ad used 10 women/personalities to sell the product instead of one which is a great strategic move: it appeals to more than one type of woman. All the main objections of waxing at home were addressed. Salon quality results without stepping outside your home, no mess, easy to set up, and there was even cross selling with the refills! Believe it or not, I was excited by the call of action to go on Facebook and watch the demo video.
Veet Canada Fan Page
After a quick visit to Veet Canada’s Facebook fan page, I became even more excited. There is consistent scent from the TV ad onto their cover image with the exact same product and the exact same emphasize on using the product from the comfort of your home.
There was a wonderful app with a demo of the product with additional selling points on the right. Fantastic! Although the timeline was not complete given the company had only recently joined Facebook on January 2012, I wasn’t going to let this down. Finally, a big brand in Canada that was doing it right.
Veet Canada Website
Excited to purchase their new product, I moved on to Veet Canada’s website. The home page was simple and clean. The first slider was an image of the New Veet Easy Wax Electrical Roll On and the two sliders were of alternative products, Veet wax strips and Veet hair removal cream. Within the site’s Solution Finder web page, there was an interactive feature to match your body part, skin type and type of result to find the right product for you.
Could this get any better? Apparently not.
I was on a mission to purchase their new product but Veet Canada would not let me do so. Oh the frustration! I am still having trouble comprehending why so few Canadian brands offer to sell their products online.
With my memory of the original TV ad slowly fading, I was once again happy to see a link to the TV Ads on their website. But to my shock and disappointment, the page was not working. The TV ad seems to have been launched beginning of April and yet in May, it seems nobody in the company has figured out or reported the error. Doesn’t somebody from the company take the time to visit their website a week or even a month after the launch of their expensive TV ads?
The basic Google Analytics tracking code is implemented, the web data is being collected but where is the web analyst? Is he/she negligent at their job? Did Veet Canada not have web analysts reporting the bounce rates on that page? Or did the company not allocate budget for a web analyst?
It was simply either pure negligence or ignorance.
I wonder if such a mistake would have gone unnoticed in the USA. What a waste of money.
The French language selection was not complete either. Many headers were not translated which must be irksome to French Canadians. Veet Canada probably lost sales among our French speaking citizens.
How is Veet Doing Compared to its Competitors
I did a little research on Google Insights for Search on how the brand was performing and get an idea of when the TV ad campaign was launched.
Looking at the chart, it is clear that Nair’s brand has been out performing Veet. This must have been a reason for Veet to launch their TV ad campaign early April. Narissa can be disregarded since the brand remains a small fish in the Canadian industry.
At the beginning of Veet’s campaign, the brand almost reached the same level as Nair but began to drop soon after. We can all take a good guess why.
Veet Canada is not taking advantage of PPC campaigns either. Its competitors know that Veet Canada has launched an ad campaign and have taken full advantage of the company’s brand keywords.
But How Do I Make My Purchase?
Finally resorting to Google Search, I discovered that a third party eCommerce site, Well, sells Veet’s new product online. At least Well.ca is using the PPC channel to make the final conversion of Veet Canada’s ad campaign. Veet Canada’s YouTube ad also included a final written message to visit the third party site to make the purchase online.
Veet Canada Can Be Better
Veet Canada can take a tip from Veet US. Although Veet US does not sell their products online, they give an impression of it. There are “Buy Now” buttons with product pages on the US website. When you click on the button, an iFrame window pops up with a list of retailers that sell Veet products online. Veet Canada could have tried a similar strategy with a link to well.ca.
There is an utter loss of one of their main selling points: you don’t have to leave your home to get quality salon results. The website makes it explicit that you will have to leave the comfort of your home to buy the product. Why not have a banner or link on the website that says you can make the purchase online from well.ca?
Although the TV ads are great, their Facebook page and apps look great, Veet Canada failed to make the most important part of their campaign, i.e. the sale of the product.
I guess I will have to go back to watching TV and hope to finally find that one brand that is doing it right in Canada.