Is It Ever Good to Be Bad?
Negative energy can come from statements made by competitors questioning your integrity, ability to keep promises made and even financial stability. It can also come from using colors that create unconscious feelings of anxiety vs. those that put our minds at ease and create a sense of trust. And it can come from us, in the form of bad ads that leave one to question our values and our familiarity with what matters most to our customers.
GoDaddy, more known for its bad Super Bowl ads, perhaps, than its great customer service (which it has, by the way), is an example. For years, GoDaddy has tried to use shock value during Super Bowl games to get people talking about the brand. That goal is achieved, as the ads continue to pepper the top of the “Least Effective” ranks, in terms of generating persuasion, relevance, watchability and other results, as measured by Ace Metrix. In 2014, GoDaddy achieved No. 1 and No. 4 spots for the least effective Super Bowl ads with the “Body Builder” and “I Quit” ads. In 2015, the company went with one designed for even more shock value by having a beautiful top model sucking face with a quintessential unattractive nerd. GoDaddy claims that that kissing ad generated its best Super Bowl scores yet. And, per Mashable’s report on the ad’s results, its best sales day ever, with increases of 45 percent for a single product.
While “shock value, off-beat” ads might work great for short-term gains, in this case it clearly didn’t work for long-term sustainability. Forbes, on Oct. 30, 2015 — a few short months after the ad’s debut — reported that GoDaddy has posted a $71.3 million dollars earnings loss. Per prior years of running weird Super Bowl ads, GoDaddy reported a $200 million net loss in 2013 and, in June 2014, listed its total indebtedness as $1.5 billion. Clearly, there’s a lot more at stake here than advertising, but its fair to say that a brand’s persona and the energy it puts out does have an overall impact. Again, compare Miley Cyrus to Taylor Swift. Two talented female artists who write and perform songs based upon their personal values and those they want to project to the world.
Jeanette McMurtry is a psychology-based marketing expert providing strategy, campaign development, and sales and marketing training to brands in all industries on how to achieve psychological relevance for all aspects of a customer's experience. She is the author of the recently released edition of “Marketing for Dummies” (Fifth Edition, Wiley) and “Big Business Marketing for Small Business Budgets” (McGraw Hill). She is a popular and engaging keynote speaker and workshop instructor on marketing psychology worldwide. Her blog will share insights and tactics for engaging B2B and B2C purchasers' unconscious minds which drive 90 percent of our thoughts, attitudes and behavior, and provide actionable and affordable tips for upping sales and ROI through emotional selling propositions. Her blog will share insights and tactics for engaging consumers' unconscious minds, which drive 90 percent of our thoughts and purchasing attitudes and behavior. She'll explore how color, images and social influences like scarcity, peer pressure and even religion affect consumers' interest in engaging with your brand, your message and buying from you. Reach her at Jeanette@e4marketingco.com.