When you think about marketing campaigns, they’re usually pretty typical – and occasionally engaging. Rarely though, a campaign comes along that’s outrageous – probably bordering on offensive, and it actually works. Things like K-Mart’s “Ship My Pants” commercial, make waves both by word of mouth – and through the internet. As you look at your own products and services offering, ask yourself: “How can my company be outrageous?” If you can successfully tie in some attention grabbing themes into your next marketing and advertising campaign, you’ll be surprised how many more leads you can capture!
Creating Outrageous Themes – Brainstorming!
No matter how bland your product may be – even if you’re selling paper clips, that doesn’t mean you can’t attract attention by being outrageous. If you can think of the most ridiculous and borderline appalling way that your product might be used (as a joke), these are great ways to cause buzz around your business and make that same product fun. For example, if you sell paper clips and other office supplies, consider having an ad campaign where you show people using paper clips for non-work related things at the office – like creating a chain to steal a co-workers lunch, etc. These kinds of hilarious and outrageous jokes make your products more than just their literal worth – they contribute to your overall brand, defining why someone would want to work with you.
Executing an Outrageous Marketing Campaign
When you’re looking to launch your outrageous marketing campaign, it’s not unlike launching a viral video. The first step is to choose your medium for the first big push. Television, or online video advertising is the natural choice here – with some substantial investment you can get real exposure fast. The key is to do something with the exposure once you’ve gotten it. Your initial push won’t do much for your business except create buzz – now it’s time to monetize that buzz. You’ll want to market other mediums like paid search advertising and print marketing that will include sales offers – almost subconsciously changing the conversation from buzz to buy. If the theme was a success, it’s an excellent idea to even include any taglines on your employee business cards – so the theme keeps getting advertised every time a connection is made.
Tracking Your Investment
With any marketing campaign, there’s not much that can be gained from it without tracking your investment. For the outrageous campaign, this isn’t any different. You’re going to want to pay close attention to your numbers before and after the push is made – taking not of sales in your stores and online after the ad campaign launches. Furthermore, it’s a great idea to include unique coupon codes that aren’t released anywhere outside these outrageous ad campaigns and related marketing campaigns. This way, you’ll know when orders come in using the code, that that’s where they came from. You can also track leads simply by using a unique tracking 800 phone number that will show even a 30 second phone call that originated from an order.
Avoiding Risk – Not Too Outrageous…
This idea for an outrageous marketing campaign can be pure gold, but it can also tarnish your brand forever. You don’t need to dull it down into completely bland material – but you should also consider who you might offend and why. It’s an essential idea to have at least 30 different people from all different walks of life see the ad before you launch it formally. Not only will this give you a view of what might be too offensive of a theme – but it’s also a nice focus group in general to review the ad for success. You can offer strangers on the street a $5 coffee gift card to view the video and answer 3 simple questions – nobody is out of bounds! Remember, with as many successful outrageous marketing campaigns there have been – there have been an equal number of campaigns that have tarnished or even ruined brands forever…