One of the most effective advertising techniques (the fourth of the 4 P’s of small business marketing is promotion – a.k.a. advertising) is to tightly target your audience. When you tightly target your advertising audience – you not only increase your ad’s ability to “break through” the barrage of marketing messages- but you also increase the possibility of your target audience “sharing” the message with other members of your target audience.
Sometimes – targeting the audience for your product is easy – heck even effortless. Take for example – any product which deals with “feminine issues”. Whether it’s sanitary protection or the care and cleaning of “lady parts” – it’s a sensitive subject but the target audience is clear. It’s also OBVIOUS that choosing where to share the message is critical.
Sometimes – advertising for the female version of “manscaping” ( would that be “lady part scaping”?) is done with taste and finesse. Take this Schick ad for example…
Did you catch it? My daughter recently commented that it took several “viewings” of this commercial before she “got” the message and what exactly it was that they are advertising.
Missing the point initially is a risk you take when you’re being polite and subtle in your marketing.
Of course, you can choose to take the direct route – and risk offending an entire gender with your tasteless and “not subtle” advertising for a product designed to clean said “lady parts”.
Jack Neff over ad the AdAge blogs reports Summer’s Eve Cleanses YouTube of Controversial Ad. However, in the true spirit of the media and the internet today – pulling the ad doesn’t fix the problem. As many young adults have painfully discovered – bad behavior – when posted online – often develops a life of it’s own.
While Summer’s Eve pulled the YouTube ad – it continues to live on… like in this Colbert Report skit:
The problem with “viral marketing” is that once the message is released into the wild – you can’t control it anymore.
It’s not the first time a company has encountered a backlash from its target audience over tasteless advertising – and it won’t be the last. However, it’s a new age when such missteps can have much longer lasting repercussions.
I know I tweeted this and posted this Colbert clip to Facebook for my friends to see – and laugh along. The problem is – will any of my friends want to purchase this product after watching this clip?