Is it worth using unconventional marketing?
Some topics are susceptible: they lend themselves to becoming controversial and generating rifts, and provoking debates among people who think differently. Small/medium-sized businesses and freelancers who do not have a large budget for marketing can exploit the potential inherent in topics of this type to get people talking about their business.
We are talking about the so-called ” unconventional marketing,” which involves using images or slogans, sometimes politically incorrect, which can trigger strong reactions (positive or negative) in the recipients of marketing campaigns and, therefore, in potential customers.
Unconventional marketing can play a crucial role in increasing the visibility of a brand like https://www.newzealandcasinos.io/ because it makes people talk about itself and manages to communicate the values that underlie a business effectively.
Is this kind of marketing worth it? Is this communication strategy suitable for the message you want to be associated with your company?
Read on to learn more.
Traditional or unconventional marketing: that’s the problem!
As anticipated, small and medium-sized enterprises can benefit considerably from a communication strategy to provoke discussion. Still, they must be ready to take the risk of doing so. Let’s see the pros and cons of using unconventional marketing.
Pros:
- The discussion attracts attention
You have often heard of a controversial advertising campaign. Your first reaction will most likely have been to look for advertising, even if you were aware that you would see something vital or that you would not like it. The point is that when you hear about advertising of this type, it is hard to believe that a company has made itself the bearer of a strong and “disturbing” message for which you want to verify firsthand whether this happened or not. Furthermore, a controversial advertising campaign remains etched in people’s minds; supporters or detractors do not forget it.
- A controversial brand is talked about without investing a lot of money.
The economic value is also established by its fame and recognition. Regardless of the size of the budget with which it was created, a provocative advertisement can go viral and increase the visibility and, therefore, the glory of your brand. The economic return brought about by the greater visibility of the brand is often more than proportional to the cost of advertising.
- A controversial topic hits a specific target of consumers
An advertising campaign that talks not only about products and services but also about important issues to certain people can help a brand gain access to a specific target of potential customers and effectively communicate its corporate values.
Against:
- A controversial topic divides public opinion
When faced with an advertisement that talks about a sensitive topic from an unconventional or politically incorrect point of view, some will recognize themselves in the message and support it. In contrast, others may feel offended and get a negative idea of the brand promoted by the advertising campaign.
- Some consumers may desist from purchasing.
By not sharing the message of an unconventional advertisement, customers potentially interested in the purchase could change their minds and choose another brand or even decide to boycott yours actively.
- It requires more effort in communication management
If an unconventional advertising campaign is well done and genuinely practical, it will attract an avalanche of positive and negative criticism. If you consider using this communication strategy to promote your business, make sure you have enough time and resources to manage this amount of work.
Gillette: example of unconventional and controversial advertising
Gillette, a brand that needs no introduction, caused a heated debate when in early 2019, it launched an advertising campaign that not only promoted its products but showed the negativity and toxicity inherent in the traditional conception of masculinity.
What defines a man as such? The desire to possess, the display of strength, the reluctance to show one’s emotions? Or are they stereotypes, and so can masculinity be explored and redefined in the interest of men themselves?
Gillette did not abandon her traditional slogan “The best a man can get” (literally “The best a man can have,” translated in Italy as “The best of a man”), but wanted to deepen and broaden the message of the brand, adding the slogan “The best men can be” (“The best a man can become”).
The argument has generated, as we have anticipated, a heated debate between those who have welcomed this questioning about a sensitive issue in our society and those who have perceived this approach as an actual attack on the critical characteristics of male identity, an attack carried out from a company that would have no right to tell men how to behave.
Unconventional marketing: suitable for SMEs?
The already established brands can count on a substantial, loyal clientele: losing a slice of consumers is not a problem due to an advertising campaign that creates a rift in public opinion. On the other hand, the risk associated with unconventional marketing is much higher for SMEs.
Unconventional marketing is perfect for companies dedicated to solving particular problems. For companies of this type, it is easier to identify the right target of potential customers, know which points are best to address in the advertising message, and remain faithful to their values even if there is the risk of facing adverse reactions. You can learn more from the casino en ligne roulette site.
How to use unconventional marketing?
As we have already seen, an effective advertising campaign attracts attention and causes people to associate a specific topic with a given company or brand. It must be said that no self-respecting entrepreneur or businesswoman should provoke for the sheer sake. Marketing expert Jeff Bullas noted that the topic addressed by unconventional advertising must do with the products or services sold by the business organizing the campaign. Otherwise, the risk is to clearly give the impression of having chosen a specific theme only and exclusively to make people talk about themselves.
Furthermore, it is better to avoid communicating a message that is too clear or extreme that would leave little room for discussion, causing only two types of totally positive or adverse reactions. If the point of view expressed in the advertising campaign is blurred, even more people will be encouraged to participate in the discussion and express a varied and articulated opinion.
How to evaluate a campaign before launch?
We have prepared a helpful checklist for you to evaluate your unconventional advertising campaign under different aspects (objectives, topic addressed, possible reactions, impact on your personal life) before launch.
We suggest that you first show the advertisement to people who have nothing to do with your business: so you can see a new and genuine reaction to your advertising.
Targets:
- Do I have a clear and measurable goal in mind?
- Will the campaign allow me to communicate with the right target of potential customers?
- Can I achieve the same purpose even without provoking a discussion?
- Is it worth the risk of annoying or pissing off some people?
- Thanks to this campaign, will I be able to build the reputation I want for my brand?
Topic:
- Is the issue addressed relevant to my business?
- Is this campaign consistent with the corporate message communicated in other advertisements or through different channels?
- Could the campaign cause a rift in public opinion?
Reactions:
- If I want to talk about a controversial topic for marketing purposes, can I count on the support of my team?
- Is the company able to manage the possible reactions of people?
- Do I have a clear and solid plan for dealing with a possible crisis?
Impact on personal life:
- Am I proud of my advertising campaign? Does it seem right to me?
- Do I have enough energy to deal with criticism, or could stress overwhelm me?
- Can this campaign hurt my relationships?
Use the attention that has been created to grow.
Hopefully, the attention created around your brand and increased visibility will open many doors for you, for example, possible cooperation with other companies you have always wanted to collaborate with or phone calls from shop owners and owners. Who can’t wait to sell your products or services!
