In yesterday’s lecture Tamar discussed an unconventional marketing tactic that taps into dissasociative social influencing. When people are against a particular group or individual, they will instinctively try their best to make sure that they are nothing like the things they despise, which includes turning away from the brands that these social groups represent and support. Such is the case with the cast of MTV’s hit reality show, Jersey Shore. As the character Snooki was regularly seen wearing a particular Coach bag, Coach felt that this would hurt its sales more than help so what did they decide to do? They sent free bags and purses from a competing brand in order to have this negative public image of their products shift over to other designers. Personally I find this strategy to be very innovative and in theory it makes a lot of sense. But what about all those people, however few, that actually like Snooki and Jersey Shore and want look and be just like the cast. Are companies hoping that those who are not in support of their activity will overtake the people who do support them, resulting in an overall effect of consumers straying away from brands that companies such as coach use as a tool to only increase their own benefit.
Read more about this phenomenon at http://hairpoof.wordpress.com/category/snooki/
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