Marketing – Business – Life :: Allen Mowery

Creative Marketing or Tasteless PloyCapturing consumers’ attention is a large, and quite obvious, facet of marketing. Some marketers rely on traditional methods while others take it to the extreme (see here). While I am a huge fan and large supporter of the creative and unconventional, I sometimes am forced to ask myself, “How far is too far?” Today was one such occasion.

All of us receive junk mail almost (if not) daily: useless coupons for the local hoagie joint, multiple offers from satellite TV providers, and the ever-popular “pre-approved” credit offers. There are times when I am almost willing to risk the loss of legitimate mail just so that I can throw all of it away.

While sifting through the mail today I came across an official-looking envelope that, in addition to having a professional seal and security imprinting, contained three words that made my heart jump: “Audit Documents Enclosed.” An official audit is not what the normal business owner hopes to have to face, myself included. I tore open the end of the envelope, and as I pulled out the enclosed document the words “Professional Audit Verification” lunged at me from the legal-looking paper. My heart began to sink as a huge wave of “Oh, here we go” washed over me.

It wasn’t until I saw the easily-recognized logo of Power & Motoryacht Magazine and the offer of a free subscription that I breathed a sigh of relief. While this is a publication that I love and formerly subscribed to, I had discontinued my paid subscription almost six months ago. Since then they had tried to get me back numerous times, but to no avail. None of their fancy ads, bright envelopes or discounted rates had convinced me of the benefits of continuing to receive their publication. So, apparently, when all else fails to get one’s attention, simply scare them into giving you a slice of their valuable time.

Was it an effective form of creative marketing? Yes, I will definitely give them that! But in addition to the relief that I felt after opening the envelope there was also a bubble of disgust that welled up within me. I mean, did you really have to? Stunts like this conjure up visions of weeping salesmen and, in my book at least, fall just below trying to sell life insurance by mailing out fake death certificates of loved ones. Will I take them up on their offer? Probably, but only because it will cost me nothing.

What are your thoughts? Should companies and marketers use strategies like this to emotionally manipulate customers (in addition to what we already do on a daily basis) into purchasing, testing, or otherwise engaging our products and services?