Shock jocks have been around for a while — disc jockeys or radio personalities that will say outrageous and offensive things to keep people tantalized and tuned in. We see the same type of antics with the upcoming election. Rush Limbaugh said some things on air that had people outraged and advertisers pulling commercials and sponsorships.
Sometimes these things are said to spread beyond the audience at hand by making headlines. It follows the thinking that all attention (even very bad attention) is good and that there is no such thing as bad publicity as long as they get the name right. And maybe they’re right. Limbaugh had a good share of the media cycle and held the spotlight for the better part of a week. Most advertising analysts predict that his advertisers will slink away until the attention dies down and then quietly return.
We are seeing the same type of behavior with certain companies and brands. The brass ring in this case is going viral and some companies will say almost anything to get there.
Take Belvedere vodka. The company recently ran an ad showing a women looking distressed as she is trying to get away from a man. The man appears to be pulling her towards him. The copy under the graphic reads “Unlike some people: Belvedere always goes down smoothly.” It was obviously a blatant reference to a woman being force to perform oral sex and it was extremely offensive as is always the case when making light of rape. It didn’t take long for people to express outrage and exclaim that they were disgusted and that Belvedere would never, ever pass their lips in this lifetime.
Belvedere's fail ad campaign
Of course, as these things go, Belvedere pulled the ad – but not until it had already reached the pinnacle of marketing nirvana – it went viral. We all know that once an ad has gone viral it is impossible to “pull.” It will live on in the webosphere for eternity and not only will it live on, it will take on a life of its own.
Of course, the vodka maker has said mea culpa and also given a “generous donation” to the Rape, Abuse and Incest National Network. The cynic in me has to believe that Belvedere’s marketing team is not comprised of a bunch of dumb bunnies (I may be giving them too much credit here). So, I can only surmise that this was all part of the plan. Even the resulting lawsuit by the actress in the photo feels staged. She is claiming that Belvedere used her image without permission and that the ad publicly humiliates her and gives the false impression that she approves of it.
I have seen a number of viral ad campaigns that have been edgy, funny and effective. This wasn’t one of them. Still, breaking through the advertising clutter that comes at us from all sides isn’t easy and I believe we haven’t seen the last of shock marketing or shockvertising. Here is one of my favorite viral ads. Please feel free to share one of yours.
Image courtesy: AllSpammedUp.com
I will never buy a Lint Lizard, a Magic Jack, a Pimsleur language program or Orgreenic Cookware. If, like me, you have an email address that has been around for a while and has also been listed as a contact on a website, you probably can make the connection between these brands. The marketers behind these products all use email to sell them. And by “use” email – I mean USE email. They are spammers by any other name and I don’t just get one or two emails a day. I get 10 to 20 or more a day from some of these brands.
I know there are spam blockers to take care of overzealous e-mailers, but they aren’t perfect and all too often I have had them snag important email from clients or trusted vendors. I can take care of most of my spam on my PC by marking it as spam and having it sent straight to my junk email box. But, when it comes to my iPhone, it’s another story. I have to delete each piece of spam by hand. Most iPhone users can empathize with the frustration I feel as I wade through 200 plus emails, weeding out the spam just to get to the 10 emails I need to review – a process repeated several times through the day.
I realize there isn’t much I can do to stem the tide of unwanted advertising. I can’t get on a “do not email” list (although there is a germ of an idea here) and trying to unsubscribe doesn’t seem to help at all. But, there is one thing that I can do. One way that I can show my disgust for this annoying marketing tactic – and that is to never (I mean never) buy one of these products. The Lint Lizard could be the most amazing household tool ever invented, but I will not purchase one. I would rather have lint flowing out of my house to the point that it looks like a giant Q-tip before I give these email vultures my business.
So does spam sell products or “unsell” them as it has with me? A recent article in The Consumerist supports my case. It highlights how some retailers are realizing that when it comes to promotional emails, less is more. Responsible retailers such as Nicole Miller have found that going from sending out three email ads a week to one has decreased its unsubscribe rate and increased its open rate from 15 to 40 percent. The company has also seen the percentage of online sales that began with an email grow from 10 to 17 percent.
I know why the marketers of Lint Lizard and Orgreenic Cookware do what they do. They do it for one simple reason – it works. They obviously get enough people to buy their products by sending out a deluge of email each day. This week they are selling cookware and lint cleaners and next week it will be another hot product overwhelming my inbox with offers. They are looking for a quick sale, not long-term customers. Most (smart) companies realize that current customers are like gold and running them off is a serious mistake.
If you are sending regular email to your customers it might be time to review your process. Ask yourself: are you really targeting your email blasts – that is sending your customers email that provides them with valuable offers or information? And do you have an easy way of letting customers opt out of promotional emails?
Reviewing your marketing email practices could help you prevent turning existing customers into “non-customers.” I just hope that Nordstrom doesn’t turn to email spam as a selling tool – I would hate to have to give up my shoe addiction.
Pretty obviously this is the Daum Weigle, Inc. blog. We’re just another communications company out there trying to blab about us and our customers in any way that we can. We specialize in old school and new wave communications. We realize where the future is, but that doesn’t mean we don’t know where we came from (somewhere right behind that preposition). So, as far as a specialty, I don’t think we really have one, other than solid communication that works. And it all works in its own place.
Everything goes today – news releases, Twitter, Facebook – hell, even sandwich boards have their place. It’s an info centric world and as word people we find that exciting. So, that’s what we are going to talk about – talking, writing, hand gestures, signals (even smoke).
Welcome to the blog world!
Robin will be talking about a lot of things – we hope. She has a real interest in 140 words. Twitter is her thing and I am looking forward to hearing her wisdom on hashtags, lists , etc.
Meredith should be checking in on a number of subjects including her expertise in FB. She also handles most of the complaints on Facebook, so she really deserves a chance to vent herself.
And Sara is going to have some great tips on dealing with the fourth estate. She talks with reporters and editors all day long.
Jon is the Mark Twain of the group – expect some wizened observations and get ready for some real sarcasm – not for the faint of heart.
You’re going to have to stay on your toes with this group.