In an attempt to promote their newest location, one of the West Coast’s most prestigious day spas recently ran a bizarre advertising campaign in which they asked people to nominate the most stressed out person in the region, who in-turn would receive free spa and massage services.
Putting the garage-shop quality of the ad’s production aside, this spa's campaign included pictures of actual “nominees” in their television ads...all women...on a major network’s local affiliate...during a weekend morning...in a market of about 2 million consumers.
Say the above out loud...sounds like a prescription for marketing disaster, doesn’t it?
Maybe I lived in Manhattan for too long and call me stupid, but I can’t think of one female I know who would want their picture “nominated” in this fashion and plastered all over network TV. It’s quite possible that most normally content women in America would suddenly turn stressed out just by being nominated as stressed out. And in New York, they might turn downright vengeful.
The moral of this story is “don’t overthink the room.”
If you are a high end business, structure your marketing, PR, and paid advertising in the same manner. It doesn’t matter if you have multiple competitors in the same region - or in this case – the same town. Never stray from developing an appropriate message that targets your specific demographic – if your business is well-run, the customers will come and likely tell their friends about it too!
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