Is It Ever Good to Be Bad?
Recently, Bloomingdale’s released an ad that suggested “date rape” for holiday partygoers. After much backlash and media attention, which likely upped its overall brand awareness scores at the time, the brand apologized. Only time will really tell if this likely ploy for attention will impact sales, not just this holiday season but down the road when shoppers can choose similar products from other retailers who don’t engage in doing bad for others while trying to gain good for themselves.
What you put out in this consumer-driven world of ours comes back. Maybe not immediately, but eventually it does. Because our conscious minds might “sleep” on bad energy; but in time, our survival DNA brings it back to the forefront of our unconscious drivers of behavior, and often influences us to choose “good” over what feels “bad.” Because success for any brand, large or small, lies in long-term sales, not short-term spikes, it’s easy to see that in this world of ours, in politics and in business, good does and will triumph over bad!
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.