Marketing Lessons Learned From the End of the World


The world didn’t end this weekend as predicted by some, and I’m sure the majority of us are pleased about that. Like most things in life, whether good or bad, right or wrong, there is always a lesson for us to learn.

When it comes to promoting the ‘Rapture', there was a considerable investment in time and, in the case of last week's widely speculated event, some costly full page advertisements in national US newspapers. The doomsday merchants were certainly committed; after all, what did they have to lose in putting everything they had into this last minute promotion as if there was no tomorrow? The cynic in me is left wondering though; did the leaders in this foolhardy venture and emotional exploitation hold back some financial reserves just in case? What made this campaign a success in the respect of the media attention and social conversation, is it fed upon peoples pre-conceived ideas, morbid curiosity and inherent fears. The lesson we have to take from this, as marketers, is the global reach a story like this can have. When designing our own campaigns these basic human emotions that make a promotion integral to our immediate existence must be considered. All too often we try to introduce new ideas that require a whole new perspective or mind-set and wonder why they get so little traction. Think of the conference presentations that you have been to that got the greatest applause ...


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Ann Andrews CSP

Ann Andrews CSP

Ann Andrews CSP specialises in working with high performing teams and showing managers how to deal with poor performance.


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