Read almost any direct mail or internet marketing guru and eventually you'll hear them tear into "agency advertising" or "image advertising". The rant is always about how the RESULTS from these advertising forms (Tv, radio, etc.) are not TRACKABLE. There's nothing to hold them accountable. It's fluff and entertainment. Not REAL advertising.
And nothing makes them pull their hair out more than the hype over Super Bowl commercials.
SalesGenie.com seems to have taken this position to a perverse and expensive extreme. SalesGenie's CEO created Super Bowl adverstisments that were intentionally borderline racist and, by all agency standards, bad for SalesGenie's image. Here's one...
From Salon.com: Vin Gupta, founder and chairman of Salesgenie.com, conceptualized and wrote copy for the ads himself. While other brands battle for accolades, Salesgenie.com isn't phased by boos and jeers from the audience. "It was judged to be the best by the real pros," says Gupta. "Our ad was one of the few to feature a call-to-action, driving more than 25,000 people to the Salesgenie.com Web site. If it positively impacts business like it did last year, we'd be thrilled to be the worst again."
Summing up the difference in perspective, a PR expert wrote, "While the ads may attract visitors to the company's website,Salesgenie.com isn't helping its image."
I have no idea whether the strategy worked again or not. Did they get a lot of visitors to their site again? Did they sell a lot of leads again? I don't know.
What I do know, is that if they DID get lots of visitors and sold lots of leads, do they really care how bad it is for their "image"?
Should anyone care?
Thoughts?
John
LogosMarketing.Net
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