Socul in promovare
Astazi este important si adesea dificil sa atragi atentia. Multi oameni sunt buni in ceea ce fac, dar uneori pana nu prezinta acel lucru intr-un mod iesit din comun nu sunt luati in seama. Asa se face ca se ajunge la ideea de a soca pentru a iesi in evidenta. La fel, anumite subiecte sunt puse pe tapet prin campanii socante.
Se gaseste un element inedit si totul se construieste pornind din acel loc.
Evident, ideal este sa genereze acea reactie dorita de initiatori. Un pianist s-a apucat sa colinde si sa cante in locuri inedite. Altii se imbraca intr-un mod ciudat – vezi Lady Gaga si aparitiile sale (si nu doar ea) si asa mai departe.
Utilizarea socului in promovare este insa un element cu doua taisuri. Totul trebuie atent planificat si analizat pentru ca trebuie sa se tina cont de tipurile de public-tinta dar si de reactiile potentiale de la cei care vor afla de actiunea efectuata. Cu alte cuvinte, s-ar putea ca publicul sa reactioneze bine, dar sa se genereze un impact negativ din prezentarea obtinuta in cadrul mass media, on- si offline, care sa faca mult mai mult rau. Nu trebuie uitat si faptul ca prima impresie conteaza enorm! si cu greu poate fi schimbata.
Odata obtinut socul, trebuie gestionate cu deosebita grija reactiile. In mod normal o strategie de lansare/promovare care utilizeaza socul ca element de baza trebuie sa aiba deja planuri de actiune pentru cat mai multe situatii care ar putea aparea. Un fel de pregatire intensa pentru criza. Trebuie sa se creeze scenarii cat mai variate si sa se faca planuri de reactie. Cel mai important insa este ca daca s-a creat acel soc sa nu se stearga mesajele initiale – daca de exemplu totul a pornit pe o retea de socializare – sau postari pe blog – daca s-a ales aceasta modalitate.
Folosirea socului ca strategie va duce la reactii pro si contra. Este imposibil sa ii multumesti pe toti, insa este extrem de important sa fie un soc bun si eficient in randul publicurilor tinta.
Campaniile-soc sunt folosite nu doar pentru lansari de vedete ori companii, ci si pentru a atrage atentia asupra anumitor subiecte. S-a spus ca o asemenea campanie a fost la noi (si nu numai) utilizarea imaginilor cu efectele negative produse de fumat pe pachetele de tigari. Greenpeace a avut o campanie considerata socanta. La fel, in Georgia s-a realizat o campanie menita a soca si a atrage atentia asupra obezitatii (campanie anti-obezitate), iar aici gasiti 9 campanii de guerilla marketing socante.
Voi ce campanii/strategii/persoane care folosesc aceasta metoda de promovare stiti si apreciati? Ce campanii care au folosit acest element nu v-au impresionat?
Photo source: photoxpress.com
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