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We all know the challenge of standing out at big events like BlogHer, ComicCon and (back in the day) leviathans like Comdex.
Electronic Arts is learning about that challenge right now as their "Sin to Win" promotion is doing more than standing out at ComicCon. It's pissing people off. I've gotten notes from PRSA and a colleague attending BlogHer wondering "wtf?!"
Evidently the promotion revolved around their new Dante's Inferno game. People were being encouraged to have their pictures taken while committing acts of lust with booth babes.
Electronic Arts has since apologized and some are wondering if this was a planned strategy. Evidently Electronics Arts even faked a protest over the same game earlier this summer. Whenever something stupid like this happens, the media wonder if it was planned to generate more ink.
Bombastic ≠ Strategic
Standing out at trade shows in particular can be tough. More than a decade ago, at a client's trade show, I was impressed when one exhibitor was allowing attendees to make their own tie dye t-shirts with the company's logo on it. There booth had a lot of traffic with long lines as a result of the giveaway. When I told my client about this he asked me what the company sold. It was not more than 10 minutes later and I couldn't remember.
Anyone can piss someone off if they try hard enough. I'm even reminded of a quote from Spinal Tap when someone objected to their album cover for Smell the Glove. "That's nothing. You should have seen the cover they wanted to publish."
But a fine blend of sizzle and steak is required to stand out for the right reasons. And whether or not the Electronic Arts stunts were planned or spontaneous, fake or real, NONE of this is strategic. It's desperate.
Electronic Arts is learning about that challenge right now as their "Sin to Win" promotion is doing more than standing out at ComicCon. It's pissing people off. I've gotten notes from PRSA and a colleague attending BlogHer wondering "wtf?!"
Evidently the promotion revolved around their new Dante's Inferno game. People were being encouraged to have their pictures taken while committing acts of lust with booth babes.
Electronic Arts has since apologized and some are wondering if this was a planned strategy. Evidently Electronics Arts even faked a protest over the same game earlier this summer. Whenever something stupid like this happens, the media wonder if it was planned to generate more ink.
Bombastic ≠ Strategic
Standing out at trade shows in particular can be tough. More than a decade ago, at a client's trade show, I was impressed when one exhibitor was allowing attendees to make their own tie dye t-shirts with the company's logo on it. There booth had a lot of traffic with long lines as a result of the giveaway. When I told my client about this he asked me what the company sold. It was not more than 10 minutes later and I couldn't remember.
Anyone can piss someone off if they try hard enough. I'm even reminded of a quote from Spinal Tap when someone objected to their album cover for Smell the Glove. "That's nothing. You should have seen the cover they wanted to publish."
But a fine blend of sizzle and steak is required to stand out for the right reasons. And whether or not the Electronic Arts stunts were planned or spontaneous, fake or real, NONE of this is strategic. It's desperate.
Thanks so much for taking on my pet peeve: stupid trade show tricks. As head of marketing, I've often had to explain why having the Bud Girls or a Tarot Card reader or [you name the gimmick] at a trade show is rarely a good practice, especially for established B2B companies. These tactics don't attract qualified potential buyers. A long line of non-prospects at the booth isn't going to build revenue. And as you point out, the "trick" can overwhelm the brand, so the audience doesn't even remember the company's name.
ReplyDeleteIs it possible to be both desperate and stategic?
ReplyDeleteGail - It is a fine line to tread. You definitely need to stand out at these things, but I think it involves a pre and post show program vs. just the show itself.
ReplyDeleteChris - That's a loaded question. :-)
I agree with Kevin in that its a fine line. There's a few PR folk who are really good at this type of marketing - going above and beyond to get attention - but even they may not be able to define the line of whether its appropriate or not.
ReplyDeleteI think this really gets down to brand, however. EA is getting their you-know-what's handed to them...but what if it were RockStar? Would the media/consumers be so hard on a brand that these types of tactics are just seen as part of the culture - damn whether you like it or not?
Two questions for you, Kevin, did you get to take a shirt home with you? And did you talk to them about their brand. A gimmick like the t-shirt deal is great, but you have to look at it as a way to bring people into your booth and then inundate them with your message. Trade show sales people forget that the purpose of exhibiting at a show is to engage potential clients or influencers in a dialog. You don't give them a shirt unless they give you something in return; a business card, a few moments of time or a contract.
Brooks - Thanks for the comment and questions. I did get to take a shirt home with me. I did not talk to them about their brand.
ReplyDeleteYou're right about there being two-tiers of premiums for two-tiers of attendees. Cheap items are on the booth perimeter where passerbys can snag them. Some do so with an amazing amount of chutzpah...talking on their cell phones so they do not need to engage you while they snag your stuff.
The real swag is reserved for qualified leads where there has been a dialogue.
Good stuff!
well, if you got a shirt, then you should pay more attention to it. :-)
ReplyDelete