So success in phase one – you got the attention & hold it too. Next step? Did this attention actually convert to sales for the company??? Well the marketing guru did say that the potential consumer will be mighty impressed with the skimpily clad models, & will be inspired to buy your products. Alas there are many who reach this place but fail to go beyond! The attention getting strategy works well, but fails to ring in your cash registers.
Case in talk is the Deccan Chronicle out door campaign in Bangalore for their launch with a rather tasty pick of bare back models who could have as well been featured on Justin Timberlake’s Sexy Back Video. I saw the hoarding – first to register was the girl – then the word ‘Addictive’ and then the brand. At first glance it looks like a no smoking ad – where in the rolled paper with the yellow in it looks like a cigarette. The hoarding did its job – got sticky eyes
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