Provocative Marketing

It is important for the idea to be positive. Positive provocative marketing attracts the audience much more effectively than black PR. Let your brand be associated only with witty solutions!

Probably many are familiar with the story of the resourceful writer James Gwotney. When his new novel began gathering dust on the bookshelf, he simply placed an ad in the newspaper: "Handsome young millionaire will meet a girl who looks like the heroine of James Gwotney's book." What a resonance this entry caused! Over the following week, girls eager to immediately learn about the girl for the millionaire bought up all his books from bookstores. Agree, an excellent provocative marketing move!

The main task of provocative marketing is, of course, increasing sales. At the same time, brand awareness increases and consumer loyalty is ensured.

Young people are the main target audience of this marketing technology. They are the ones who immediately react to unconventional, provocative advertising campaigns. Moreover, it is very easy to provoke this category of consumers. For example, to touch upon a conversation about excessive luxury or popular personalities.

How to launch provocative marketing

It's very simple – come up with an advertising message and present it in an extraordinary way! The main thing is that it can surprise you first, and then potential buyers. To give birth to an original idea, you will need all your creativity. Don't be afraid to turn into a child, a creator. Surround yourself with a creative environment, break away from templates, look at familiar things differently. By the way, our creative agency can always help you in this matter! It is important that the idea is positive. Positive provocative marketing attracts an audience much more effectively than black PR. Let your brand be associated only with witty solutions!

Main types of provocative marketing

• Sexvertising — the use of gender interests, motives of sexuality to attract attention. No matter how developed our society is, sexuality determines our choices, our desires and needs. Using certain techniques, we, as competent PR specialists, can interest anyone in an event.

• City teaser — the method of "urban provocations". The technology consists of two stages. The first step (Teaser) is a provocative stage, suggesting that a wide audience, unfamiliar with the advertised product, witnesses an unusual event but does not understand its true meaning. The second step (Revelation) is the second stage of the campaign, in which the meaning of the "strange events" in the city is clarified.

• Scandal strategy — a way to promote a brand based on scandal, shock effect. Be careful with it, because here you are walking on the edge of a knife. Using this strategy, we carefully study the profile and characteristics of the company so as not to cross the line at any stage.

• WOM technology — a technology for spreading information, better known as "word of mouth". A provocative event triggers a large number of discussions and speculations. People who saw or took part in bright, inexplicable actions colorfully tell their acquaintances, friends, and relatives about them. Also, photos and videos spread rapidly on the Internet. Such rumors are an effective option for advertising a product: first, people more willingly trust the opinions of their acquaintances than explicit advertising. Second, free information carriers cost the advertiser nothing. Profitable, isn't it?

What risks exist

Of course, it is quite difficult to predict the final result of provocative marketing. The fact is that there simply are no objective parameters for calculating effectiveness. Well, and if a marketing move is already known to people, it loses its provocativeness and works against you. Our team of specialists can always help you understand these subtleties. If you have any questions, contact us and our creatives will give a free consultation and develop a project that everyone will talk about!