Whether you pay attention to TV advertising or not, most people can't help but have a few commercials that they "absolutely can't stand" or " absolutely can't stop watching."
Today's best marketers remind us that the average consumer is bombarded with thousands of advertisements each day. The challenge is to keep your attention while competing with every other brand yelling "look at me!".
Most companies would pay top dollar to guarantee even five seconds of your undivided attention. Feel pretty special, huh?
However, some companies have decided to take a completely adverse course of action, forcing their way into your lives kicking and screaming for attention. Remarkably, the strategy has worked wonders in several cases. Take this Folgers Coffee TV ad - be sure to watch until the end to catch their key messaging.
However, any advertising of this nature could easily become borderline invasive, which has the opposite effect - turning consumers away. Sometimes taking the cute, sweet or serious route of advertising just doesn't pay. Each industry tends to have a certain attitude about their ads. Investment (particularly Wall Street - think UBS) companies will often appeal with a more serious, sophisticated tone. A pizza joint? Usually a more family-oriented, happy-go-lucky approach.
Obnoxious advertising, if done right, could potentially be utilized by any brand.
Here's one more to illustrate my point.
I believe I just got a headache.
Friday, April 4, 2008
The squeaky wheel gets the grease: Being strategically obnoxious
1 Comment:
I was just thinking about this the other day. It's really interesting, especially on the personal level. In Japan they have a saying,"The nail that sticks out gets hammered." It's interesting to me, because in the USA, we have a saying similar to that, only opposite, "The squeaky wheel gets the grease." In the United States, this can be a hugely important, strategic attitude to proactively pursue in business. If I want to be unheard, and un-promoted, I will adhere to the Japanese saying. But if I want to be promoted and heard, I will adhere to the American saying.