A great way to get someone’s attention – scare the living daylights out of them.
Maybe I’m just being a little cynical, but if one of our clients had a cure for a deadly virus, they would have one of the most successful brands on the marketplace. And it gets better because it will soon become the most wanted and sought after product in the modern era despite how little is known of its side effects, because people are scared, really scared.
When the World Health Organisation warns of a pandemic, and the governments around the world disclose potentially large fatality figures, the press goes into 6th gear and cannot stop talking about it, building the most fearful picture for the future. The direct response is for all of us as consumers/taxpayers to contribute no matter what it costs to pay for a cure. Our fictitious client is loving the success and demand for the product, and profit margins are boosted further by the decision to not implement any major marketing activity, leaving it almost completely to others to spread the fear.
Is this the most impressive marketing of a brand ever? Ring a bell?
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