Most people have seen magicians bend spoons over their fingers, as if by a miraculous overturn of the laws of physics. Of course, a closer examination of the spoon shows a tiny cutting on the back of the handle. Simple gravity pulls the weakened ends of the cutlery downward. Instead of defying the laws of nature, the magician employs them well.
Marketers can take a few lessons from the world of magic. Whether the course is in spoon bending, levitation, or simple card tricks, the magician is always using misdirection, the speed of the eye, and the laws of nature to best advantage. A marketer can do the same thing in the business sphere. While nothing as dramatic as making elephants disappear from a stage occurs, the effect of a great marketing campaign can be just as exciting to behold.
Good marketers understand their products and services and their potential customers and clients. Just as the magician applies the laws of science to the various tricks, the savvy marketing person considers the needs and desires of the marketplace. Sometimes, that market requires the talents of the illusionist. Instead of the standard marketing techniques, a few gimmicks can be employed successfully.
Instead of the traditional approach, consider the less obvious and creative concepts that have been kicked around, but never attempted. When launching a new and unusual item, a highly unorthodox method might be the ideal route of entry.
Use the power of the many online and offline media to convey the message. Along with the traditional press release and demonstrations, you can add a little spice to the marketing life.
* Consider creating a viral type video that places the product in a comic situation.
* Try developing a character around the product.
* Let the character be the spokesperson for the campaign
* Add a cartoon video version of the product
* Turn the product into a short video story or audio play
* Add costumes to the people who demonstrate the product
The gimmick approach can be highly effective for a creative marketing team. It can also backfire if the wrong system is put into place. Every product and service is a candidate, but not all will succeed in this manner.
Just as some people can see things up the magician's sleeve, so too can they see through a badly run marketing campaign. Care must be taken to perfect the art of spoon bending, and so too with gimmick marketing.
A successful gimmick marketing campaign can go viral in an instant, however. Be certain to be prepared for the global sales that result.
Think creatively and that offbeat concept might work some real magic for your company.
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