So, do they really think that is cool?
This Monday, Engine Communication won’t be suggesting something that you can do to make your communication better. Today is one of those rare occasions when we present a way to make communication better by suggesting what NOT to do.
Your brand is valuable. The cost of helping a brand recover from bad publicity is far greater than the initial investment of quality advertising and marketing to create positive connections with your brand. Can you afford to risk your reputation?
Engine Communication recommends looking at the potential gains versus potential risks for those considering “shockvertising”. While shock marketing can skyrocket your visibility for the short term, the side effects of offending your audience are likely to linger long term. If you cross the line from edgy to offensive, you break the personal connection that you’ve worked so hard to build.
Unestablished brands should be especially wary of shock advertising. Shockvertising is neither new nor seldom seen, thus such a campaign may not even offer marginally positive results. Losing the early adopter effect means losing impact.
How many positive versus negative results can you recall for potentially offensive advertising campaigns? Has an advertisement ever turned you off of a brand? Has a potentially offensive ad ever strengthened your identification with a particular brand or organization?