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Marketing Protest
(No Ratings Yet) Loading ...Maybe it’s a bit late, but I would like to highlight one of the most provocative and innovative way to market a product.
Tung Desem Waringin, titled ‘The Number One Motivator in Indonesia’, pre-launched his second soon-to-be-the-best-seller book, Marketing Revolution, in a ‘rather’ unusual way.
How he pre-launched his book
He charter an aeroplane, flew it to a field in Banten area, West Java, Indonesia, and throw money down as well as his seminars admission tickets - all valued at approximately $660,000 (with almost $11,000 in cash). Thousands of people were rushing to the area and were grabbing whatever they can.
This campaign is to create buzz for his book that will be launched on 1st of July, 2008.
Watch the coveted video… Mind the location - it’s not in Jakarta, Indonesia, but in Banten, West Java, Indonesia ;)
The impact of this campaign
Mr. Tung Desem Waringin explained that this is ‘Marketing Protest’ - Companies spend tens to hudreds of thousands of dollars on marketing campaign, that is so ineffective that, he explained, it’s like throwing money to the crater of a volcano.
In my opinion, his Marketing Protest has, by far, out-performed most marketing campaign that cost more than his money throwing stunt.
The impact? The big media guys, such as Reuters, The Washington Post, etc - as well as, of course, local media - cover the Marketing Protest and buzz up his Marketing Revolution book.
Well, it’s simply effective in creating buzz on product launch… and his seminars. I almost certain that his book will be sold way much more than his previous record-breaking 1,000,000 book sales on launching day, not to mention the reputation Mr. Tung gain by his ‘insane’ marketing campaign.
Congratulations for Mr. Tung Desem Waringin - You make Indonesia and the citizens proud! At least we have something to celebrate in the midst of one of the recession’s hardest-hit region in Asia.
Ivan Widjaya
Mr. Tung fan
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Paranoia Marketing
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Here I coined a new phrase for you - Paranoia Marketing :)
What is Paranoia Marketing?
Paranoia marketing simply means marketing to the paranoid.
Paranoid of what?
Many things that involve the following statement: “I’m afraid I’ll run out of money 5 years after I retire.” “I don’t want to open a business - it’s too risky… what if I have to handle stealing emplooyees? What if I’m pushed out of the business?” “I don’t want to eat this - I don’t see how the chef handle the hygine my food.” “I don’t want to learn to drive - I’m afraid I can handle the car and hit someone on the street.” etc. etc.
But, you get the point, right?
People are driven by the pursuit of happiness and the avoidance of all things negative. Most of the time, the latter influences you the most than the former.
Do you want a proof? Consider this -
If you offered a legit sum of money of $1 million, but you have to had your fingers cut as a trade, would you still do the deal? Most of you, I believe, will answer no.
Paranoia is driven by the avoidance of all things negative I mentioned above.
Paranoia makes you re-asess the options you have - paranoia makes you over-reactive on things.
How exactly paranoia marketing works
Paranoia marketing is to offer the paranoids a solution that ensure them to feel save and secure, more emotionally than physically.
The impulse factor is fear and worry about something, thus increasing the conversion rate. But enough talking theory. Here’s to illustrate what I meant:
For example:
Recession hits many people. The number 1 fear of recession hitting people is the insecurity they feel about their future, in term of finance.
An insurance company do a marketing campaign which message is, “Avoid recession disastrous impact on your family with our all-new health and wealth protection program that guarantee you peace of mind in difficult times.”
That’s, my friend, is paranoia marketing ;)
In my opinion, companies developing and deploying effective paranoia marketing will eventually ride through the recession to reap their reward.
Agreeable? Please share your opinion :)
Ivan Widjaya
Paranoia marketing
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