Components Of An Outrageous Advertising Campaign

Outrageous advertising takes guts. You're putting yourself and your product out there for everyone to see. But beyond guts, outrageous advertising has a couple of consistent components necessary for success.

Everyone is in advertising. I'm not talking just about the pitch guys at those fancy ad firms. Anyone who sells or buys is in advertising. If we aren't looking to increase sales for our product, we are looking at products to buy. Seller or consumer, we are looking for the best advertising.

Someone did the work for the consumer. The consumer did not have to search out the product. The seller brought the product to the consumer. With an outrageous ad, that advertisement can stand apart from all the others. While those other ads slid into the circular file, the outrageous ad stayed in the fingers of the consumer, who thought, "I need to at least read what this says."

The consumer is the advertising expert. While those fancy pitch guys certainly come up with big, expensive ideas, many of them fail. The consumer knows what will grab their attention. And over and over, consumers turn to the ad with the biggest gimmicks, the loudest colors, and the most flamboyant personalities.

What makes these ads work?

There are some critical components of an outrageous ad campaign:

Urgency - act now or lose out! The quicker the required response from the consumer, the quicker the sale. And the consumer has the feeling that if they hesitate, they will lose out. Consumers have two motivators to action: fear and anticipation. They fear that if they don't respond, they will lose out on a great deal. They anticipate that if they do respond, they will benefit. Make this snooze or lose motivator obvious in your outrageous ad.

Intimacy - preferred customers, secret sales, shoppers clubs... The more the consumer feels like they are a member of your business family, the more often they will return. A loyal customer is a repeat customer.

Decency - be outrageous, not offensive. We've seen the outrageous ads. We've also seen the offensive ads. Outrageous does not need to be offensive. Offensiveness will turn off most customers. Some of the most outrageous advertising stunts have made the news because of questionable taste. You don't have to go that far to make your ad stand out.

Flamboyancy - make your product stand out from the crowd. It's not outrageous if it's not flamboyant, daring, and startling. This can include using humor and surprise to make your ad unique. For example, a headline that makes a pun of the need for the product will catch the eye of anyone with at least a minimal sense of humor.

Consumers are bored, stressed out, and exhausted. Their eyes skim over the seemingly duplicated direct mail efforts using the same words, the same layout, the same colors, the same media channels. Their eyes will only come to rest when they see something different. Something that makes their eyebrows lift. Something that makes them think, "Really? They can do that?" Something... yes... outrageous.

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Article Source: http://www.smallbusinessadvertisingarticles.com

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