Fear marketing – a brand challenge
Just in case you thought this was a figment of the imagination of over eager marketeers and brand strategists, marketing to fear is often a lot more effective than marketing to ambition or aspiration. Somehow fear is more tangible and real.
Well, the brochure and DM people at Northgate in Barnet seem to have taken this to its natural conclusion with this piece of marketing that came through my door recently.
I don’t feel good about companies profiting from terrorism in such a direct and lurid way. People died on this bus and here they are using it to gain commercial advantage. Surely there has to be a more tasteful way of gaining share and customers? Maybe they don’t care about such niceties? Would a major player in their industry have taken such a decision? So many questions.
The reality is that they chose this because their instincts told them it would make an impact and raise questions. I would be intrigued to know how effective their campaign will be. I suspect – sadly – that the answer is very. I’m sure they are very nice people are Northgate, and we all have to take decisions that are difficult. The right ones are not always easy and I have made many bad ones. This one looks like an easy one to me. It’s wrong.
In: Advertising, Brand communications, Brand Strategy, Viewpoints · Tags: Direct Marketing, Fear marketing, Leaflets