Marketing is all about attraction. People live in a busy place so you canâ€™t ask them to look at your product, you have to make them look at your product. Normal doesnâ€™t cut it anymore. If you own a TV or read articles on the internet, you could see people like Miley Cyrus and Ted Cruz going the distance for some shock and awe. Some say that what they did was outrageous or distasteful, but you know what? They came out victorious because weâ€™re talking about them. Thatâ€™s what they wanted to do and they accomplished it, now they are household names.
Now Iâ€™m not saying that you should dance in skimpy clothes and give a 21 hour speech, but think in the same lines. What could you do to attract people and make them look at your martial arts school and the products and services that you offer? Make a badass marketing stunt so effective that people canâ€™t ignore you anymore.
Marketing stunts work. Just look at the different companies who successfully pulled a marketing stunt and saw their sales soar. Remember the time when Taco Bell said they bought the Liberty Bell? The headline alone was shocking but when they explained it in their advertisements it really seemed plausible. Taco Bell said that they wanted to buy the Liberty Bell because they wanted to help with the nationâ€™s debt like companies adopting highways. And a lot of people bought it. But the date was, April 1, so it was just a prank, but still, a lot of people paid attention. The prank was covered by numerous broadcast outlets, newspapers, TV stations that reached up to 70 million Americans. Taco Bell saw a surge in their revenue, $500,000 for April 1 and another $600,000 the next day. Lesson is, shock, awe, plus humor can be marketing gold.
Of course, this magnitude cannot exactly be done by small business owners but you can emulate what theyâ€™ve done. Here are some pointers.
Make it Shocking
The point of a badass marketing stunt is that it should stand out. Be extraordinary so people canâ€™t help themselves but take notice.
Make it Shareable
People love to share what they see and experience, especially now in the age of the internet. So make a stunt that people can share to their family and friends. Your marketing stunt should inspire people to talk about it.
Be Consistent with Your Brand
Although the Taco Bell prank was effective, some people still didnâ€™t find it funny (even though it was April foolâ€™s day) so to be on the safe side, stay true to your brand. Donâ€™t make a stunt for the sake of making a stunt. Create something that attracts people in a good way, something thatâ€™s connected to your martial arts school and feels right.
And although I said you canâ€™t really imitate the size of Taco Bellâ€™s marketing stunt, it doesnâ€™t mean that you canâ€™t go big. If you have a marketing idea right now, make it relevant to the size of your business and your target market.