Monday, February 28, 2011

Arouse Lovers by Flaunting Haters

Around ten years ago, Chrysler Group—the company selling the Dodge Ram truck—paid for a marketing campaign which included hate mail about Dodge Ram drivers. Why? Well, the objective was to stimulate protestations of love for the truck.
     Reverse psychology is a risky strategy. Still, there are circumstances and ways in which you can boost profits by using hate messages to arouse love messages. At the same time, this Dodge Ram campaign was based on a succession of lies, so it also provides lessons about what not to do.
     First, the campaign’s designers set up a website on which was posted a video of a drag race won by a Dodge Ram. There was no mention of the name, only images of the distinctive grill design. The website also included invitations to set up drag races. The impression from looking at the site was that it was designed by and intended for fans of the Dodge Ram. In fact, though, it had been set up by the guerrilla marketing team.
     Next, the team starting sending letters to newspaper editors bemoaning the increase in drag racing and blaming Dodge Ram drivers for it. The letters carried the names of individuals, but had been written by the team.
     What this produced was a bold image for the Dodge Ram along with genuine, spontaneous statements of praise for the truck and its owners.
     Now consider a more honest, more recent way to go about it: Think Miracle Whip. A bland-looking spread that adds flavor and texture, but is never the lead contributor to an entrée’s appeal. So let’s add some drama with a controversy. A current Miracle Whip marketing campaign urges consumers to take a stand, posting either their love (“…not fancy-dancy elite….”) or hate (“…spreadable disappointment….”) on YouTube and Facebook.
     Track what’s being said about you on the Internet. Then judge if there are ways to profitably arouse those who love your store by flaunting extreme comments from those who say they hate you.
     A caution, though: Research at Case Western Reserve University points out that customers with complaints range from those who just want to have an “I’m sorry” up to activists who plan to go to the media or to government agencies. When one of your customers complains, assess the agenda. The Miracle Whip campaign works because the complaints are playful. Not even an “I’m sorry” is expected.

Click below for more:
Track Internet Gossip About You
Resolve Customer Complaints Carefully

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