Marketing 101: All Publicity is Not Good Publicity
Contrary to What You Might Have Learned About Marketing and Advertising: All Publicity is Not Always a Good Thing
Austin, Texas: Just because you are able to push the envelope in marketing and branding does not always mean you should.
I wrote a blog post last week about how your choice of promotional products can reflect on your company.
Well, same holds true for your advertising and marketing campaigns.
Case in point: Some businesses, including an Urban Outfitter’s own salon name “Hairroin”, have used promotional pens that look like syringes (usually used for pharmaceutical promotions) to promote a heroin-themed marketing campaign.
Now, I’m no prude, but tying in your brand and image to a drug, especially one as dangerous as heroin, seems designed for multiple publicity and backlash.
Is that how you want to build your brand–on the backs of a serious drug epidemic?
Just because you have the right to be stupid and creative, does not mean you should.
I like companies that push the envelope and boundaries when it is fun, topical and truly creative.
However, when it comes to hard drugs, it is best to stay away.
Far away.
Getting free publicity is great when it creates some controversy.
- Sexual and Risque Marketing–depends on the target audience. Seems to work for celebrities. Can also offend your core audience if done incorrectly.
- Political-Themed Marketing–same thing–depends on the target audience.
- Drug Marketing–I’d say never–unless you were marketing an anti-drug campaign. And even there, you’d want to show the health scares or the stupidity of doing drugs, not showcase it as a cool, must-do program.
But there is a line that you should not cross— and like indecency, you should know it when you see it.
Just say no–to offensive marketing.
There are much better and creative ways to use your imagination and build market share.
Happy Promoting!
