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Marketing Through Controversy
By Chris Crum - Thu, 03/06/2008 - 12:08pm.
Is upsetting a few worth attracting many?
Ah, the good old tactic of using controversy to get exposure. The "there's no such thing as bad publicity" cliché. Though this may be true sometimes, I don't think it's quite as simple as that.
Lets take a look at the positives and negatives of controversial marketing.
Why Controversy Can Help Your Business
Just look at the exposure that Sheetz - Made to Order has gotten from the recent "Crispy Frickin' Sandwich" controversy. I'll tell you right now, I had never heard of Sheetz before this. Of course I don't live in the region where all of its stores are located, but now the whole world knows its name thanks to this controversial ad.
I have to admit that I'm a little surpised that this ad has caused such a stir considering how "controversial" our pop culture and society itself have become, but Sheetz knew exactly what it was doing. Ruffling a few feathers always gets exposure. Exposure, means branding.
Now everyone that lives outside of the Sheetz region, knows what Sheetz is and will remember the name if they visit the region. And everyone in the region that is already familiar with Sheetz will have that Crispy Frickin' Sandwich on their mind and just may want to check out the meal that has everyone riled up (I use the term "everyone" very loosely).
Why Controversy Can Hurt Your Business
Now we have to consider just how many people are turned off by this Crispy Frickin' Sandwich ad. How many would've-been customers has Sheetz lost because of this?
Controversy can hurt your business because when you offend people, they want nothing to do with you. I'm guessing Sheetz didn't think the ad would be offensive to too many people and was willing to alienate a few to bring in more. Shining negative light on your business is generally not something you want to do, but sometimes negativity is in the eye of the beholder, so judgment and risk assessment are things you have to use.
Consider Your Target
If you intend to spark controversy with your marketing, it is important to consider your target audience. Who is most likely to buy the product you are selling? If you can appeal to the target, the controversial campaign is more likely to be successful, but if your target is broad, controversy may not be the best route to go, due to the risk of alienating part of the demographic you are trying to reach. Again, this comes down to risk assessment. Sheetz no doubt considered that a chicken sandwich would appeal to a pretty broad spectrum of people, but felt that the campaign would gain them more customers than it would lose them.
The very topic of controversial marketing is controversial itself. Personal ethics come into play and there will always be disagreement. I'd love to hear your opinions on controversial marketing as well as stories of how controversial marketing has impacted your business. Please share in the comments.
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Your Right !!!
I agree because my following ad always causes controversy...
"Over 2,000 Free High Traffic Targeted backlinks! Traffic information displayed as you browse to maximize results for minimal effort! 100% Free No Membership Required"
Why Controvercy? Because its free.. No one is giving away anything anymore.. but this is really free!
What a great article,because I'm a direct result of it... Kudos!
Controversy
Look at GoDaddy. Thats all
Look at GoDaddy. Thats all they do. Every year for the superbowl they put a half naked chick in a commercial that gets banned from TV, but everyone wants to see it so they go to Godaddy.com to check it out.
Didn't Hardeez do this with Paris Hilton and a burger? Paris crawling around in a bikini eating a juicy burger. I think they banned that one from TV too, but again, everyone jumped online to check it out. Hardeez is doing much better now than they were before. That was a spark for Hardeez IMO, thats where it all started.
Good examples
Controversy
I agree
Controversy is a great way for a lot of businesses to get known or increase sales.
I am new to website promotion and have a lot to learn but past experience has told me some times controversy or so called bad news is a good thing, eg. I used to run a nightclub and having a couple of good old donnybrooks whereby the bouncers were called in to action on a particular night usually meant the next night or two would be busier.
Now if this was a posh establishment it might not be a good thing but it was in a rougher end of the city and would create excitement and maybe bad publicity but people would come the next night to see what it was all about.
This is controversy on a small scale but could be applied on a larger scale as long as you choose (if able to) or create the proper controversy for a certain targeted audience
Choosing
Creating Controversial Ads
I agree 100%. Sometimes creating a spotlight on yourself can bring unwanted attention. For instance, I am going to take this opportunity to shamelessly plug my business penfishingrods.com during this comment.
Now, normally I wouldn't do this, but this is a prime example of possibly annoying a few, while attracting others and quite possibly potential sales. I started a small fishing rod and reel business online last year. At first, I posted everywhere I possibly could on the web. I didn't know "Posting etiquette" and ticked off a few webmasters. I finally got the hint and decided to play by the rules until I read this thread! :) So, if you're interested in fishing and you haven't seen the world's smallest fishing rods and reels, watch this video!
Michael Di Pippo, CEO Penrodsinc.com
http://www.youtube.com/watch?v=BcvXbbUxoWk
Hello Chris Your 100% right
Hello Chris
Unfortunately companies who get it wrong can loss big time
Another Great Example
Great topic and article Chris...well done
Here is another great example right in your own backyard:
http://www.kentucky.com/101/story/332737.html
This company goes beyond unique messaging and paid advertising and utilizes it's very company name to stand out and stay "top of mind"...in a direct and edgy way.
Great Example
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