Businesses use marketing campaigns to sell their company, their goods, or their services to prospective customers. When the business uses a marketing ad campaign that is controversial, the results of the ad can go one of two ways. It can either upset potential customers so much that they refuse to do any business whatsoever with that company. Or, it can flip regular customers into die-hard, loyal clients. Whether or not the ad is successful is due to the location of the storage unit and their target market.
For several years, the Manhattan Mini Storage has used a risky advertising strategy that pokes fun at Republicans. Past ads have bashed Dick Cheney, President George W. Bush, and Sarah Palin. The newest ad mocks Michele Bachmann.
The recent ad states: Michele Bachmann says God told her to run for president. How come God never talks to smart people anymore?
Many people who read these ads wonder what the ad has to do with self storage. The answer is absolutely nothing.
However, the ad definitely gets the public's attention. It gets people talking about the mini storage company. Newspaper articles and blogs write about the ads and the company. People post comments and rebuttals to comments. All of this raises the public's awareness of the company. This means that the company gets lots of publicity without spending a nickel.
Marketing strategists claim that businesses need ads that set them apart from their competition. Companies need ads that explain their value and the services that the company gives to their customers. Sometimes it's hard for storage facilities to stand out from among the other self storage facilities.
Manhattan Mini Storage is choosing to stand out by having tongue-in-check politically liberal ads that criticizes Republicans instead of ads about their services. They can do that because the facility is in a large town that is known for its liberalism.
If a storage facility from small-town USA used similar liberal ads, the ads would fall flat. Potential customers would be disgruntled and offended and would refuse to do business with the company. The business would probably end up going out of business because the ad would offend so many people.
Sources Used:
"Storage Company Launches Ad Campaigns Blasting Bachmann, Palin, Bush, Cheney & Tea Party." The Blaze, 16 September 2011.
"Manhattan Mini Storage Not EvenTrying Anymore." New York Magazine; 16 September 2011.