Imagine you are launching a new product. How in such conditions to pay attention to the advantages of your proposal?
In this article we will talk about a non-standard solution for the boldest – trolling. Yes, it is successfully used as an instrument for influencing the audience in marketing. Do you want to know how? Read on.
Why such radical measures?
The more insolent and provocative your idea is, the more attention it will attract. The reaction of society will be different – from interest to discontent. Such a provocation will not only “hurt” potential customers, but also seize the attention of passive users.
What kind of trolling are we talking about?
Broadly, trolling is the posting of provocative messages on the Internet with the aim of developing a conflict between users accompanied by mutual insults.
The article will describe the information concerning the first part of this definition. That is, it will be about the “adapted” form of it, which is more common in the open spaces of Russia and neighboring countries. By the word “adapted” we mean the option in which the possibilities of “transition to personalities” and insults are excluded, its purpose is more entertaining.
Meanwhile, in the world society …
The disputes about the right of this kind of advertising to exist do not stop. Three opinions are circulated:
There is no place for trolling, not in marketing, but in cultural society in general. Since this primarily implies “the development of conflict with the accompaniment of mutual insults.” Adherents of morality see this as the decline of humanity.
Others choose the easiest way – do not pay attention and give the “trolls” their own self-destruction. Over time, advertising trolling will exhaust itself, as well as all fleeting trends.
People who perceive trolling marketing as a direction of mass media, especially popular on the Internet. This is mainly young people and entrepreneurs who see this trend as a prospect for business development.
According to the well-known editor of the British ultra-right site Breitbart, Milo Jannopolos: “There is no such thing as bad advertising. This approach requires courage, but it is effective because it puts the majority in front of the dilemma: to pretend that they have not noticed or answered the “challenge.”
But despite all the discussions, trolling in all its forms is successfully flourishing.
What is the purpose?
Experienced trolls raise a storm of emotions around their messages, enjoying the result produced. The dream of any trolley and the whole essence of his efforts is attention.
There are smaller destinations for their actions:
- Self-affirmation against the ridicule of others
- Satisfaction from the fact that he brought somebody out of himself
- Defame someone’s reputation, for example, a competitor
- For the sake of fun or entertainment
If you are interested in options for implementing this popular “trend” in business, then you will find the answer to your question above.
The advantages of using trolling in an advertising campaign are obvious: it’s a way to loudly announce your product / services.
Here we will reveal to you the two most important tools of the modern trolley and the secrets of their application in marketing:
On the Web, you can find many examples where memes are used as arguments and tools for establishing communication. Just a couple of pictures with confused Travolta, a cat with a magic wand and the phrase “vzhuh-vzhuh” and you “your”. This is a quick way to put a person to yourself.
It’s enough to be up-to-date with current memes and have some skills in photoshop to effectively use this “tool” in marketing.
There will already be little one only a superficial review of the news tape. For a quality newsletter it is necessary to have a good knowledge of the subject of ridicule.
For example, to joke on a programmer, one must understand the intricacies of this sphere.
This species is often called thin or intelligent trolling.
Competently using any of its kind, you have the opportunity to manipulate the client, encouraging you to purchase your goods.
Does this work?
In practice, only one kind of trolling – memes – is used in trolling advertising. Most often these are variations of popular pictures or phrases from the web. (No one wants to risk their reputation by directly provoking competitors.)
We present to your attention a selection of examples of trolling marketing in domestic advertising campaigns:
1. A series of provocative marketing campaigns launched “AvtoVAZ”. When, in support of the trade-in program for Lada-Vesta, the following was offered general attention
AutoSpetsCenter immediately picked up the idea and presented to the world its own variant of advertising Hyundai cars
A similar group of companies responded to Avtoshina
The trend was captured by other means of transportation
And quite suddenly, but no less vividly – advertising World of Tanks
2. The popular character was Zhdun
3. The pet of the public – a cat with a magic wand became the face of the next series of advertising campaigns, which mostly took place in social networks.
Should I take risks?
Some say that trolling is hooliganism, others that it is a trend. We do not insist on either the first or the second. The purpose of this article is to provide you with information and a little fun.
If you still decide on such non-ordinary actions, remember that this is a dangerous “weapon”, which requires extremely careful treatment. First of all, your reputation is at stake. The effect is guaranteed, but what, it’s up to you.
This technique was especially popular in Internet marketing: advertising in social networks, email marketing. It is less common to meet in the street or on TV.
The choice is yours. And we wish you more clients and a good day.
No one surprises with standard advertising, people are tired of the constant onslaught of offers Advertising” lurks “a person in every corner, That customers do not just ignore it, but avoid it in all possible ways: someone bypasses the promoter with leaflets by the tenth way, and someone unsubscribes from newsletters to mail.