Good, now that I've got your attention...
This was a common practice used by budding marketers when I was in college. There would be a flyer hanging in some hallway of a dorm and at the top of the page, in HUGE letters, was the word "SEX". When you went to read it, you realized it had nothing to do with sex. It was some poster for a chess club meeting or something; they just used the word SEX to make you read it....and it worked.
But it's not marketing.
It's an example of a gimmick, a trick or a stunt designed to attract your attention away from your daily routine. It's designed to get you to look, but beyond that, it has no marketing value. Sure it's effective for the moment, but that's the problem.
The stress of "standing out from the crowd," "differentiating," or "breaking through the clutter" is so great today that most professional marketers have forgone the long-term value of good marketing in favor of quick-fix tricks designed simply to "break through." Doing something in the middle of a city center to get on the news, no matter how creative, is not good marketing...it's just a stunt. This is the reason most guerrilla marketing is not good marketing, most are one-off stunts. In contrast, good marketing can be repeated. Many marketers are suffering because of their reliance on tricks, gimmicks and stunts, which over time become increasingly expensive and, ironically, do more to add to the problem than solve it.
Good marketing draws your attention not because it interrupts you; good marketing attracts you. It appeals to you on a visceral level. Good marketing reflects who you are, what you believe and what you love. It's not about prices or features...or sex. Good marketing communicates a message, a cause or a belief.
I have a very simple test for good marketing. If your customers want to hang your marketing on their fridge at home or in their cubical at work...congratulations, you've made something that appeals to someone on a visceral level.
People who like high design used to hang Absolut ads on their walls because they were pieces of high design. People who fancy themselves iconoclasts used to hang "Think Different" ads on their walls because the ads told a story about how they saw themselves. Athletes like to hang "Just Do It" ads in their lockers because the advertising inspires them.
If all you want is to drive a transaction, "sex" on the top of a flyer will serve your purposes. If you want to lead, then you need good marketing. The reason is simple: good marketing doesn't last for a moment...it lasts forever.
(You can click on each ad below to see the bigger version. You may even want to print one out and hang it on your fridge.)
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Posted by: Buylasixonline | 05/11/2012 at 09:13 AM
Great entry and thx for the insight. It may not be such a good idea after all to play games on people. That in fact, could turn them away from you next time they see one of your adds since they were already annoyed by an initial lie. Thanks for the comment and take care.
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