Prompt #7: Pros and Cons of Controversial Marketing

In this current digital age, hundreds of multi-media stories flood our minds every day. The stories we remember though, catch our attention because their subjects provoke controversy and deliberately violate our expectations. Individuals and companies use “Shock Marketing” tactics, believing that their controversial activities or marketing methods will spark interest in a wide population of readers and word will spread more rapidly than the traffic that typical news stories achieve. This allows companies to evolve by building a larger audience and develop a personal brand. 

It's difficult to use shock marketing without offending a part of your audience. According to forbes.com Some companies however are able to find a happy medium between being intriguing, and completely offensive. Here is an example of succsessful shock marketing:

Donald Trump's Presidential Campaign

media-salon.com

When people heard Donald Trump was running for president, it wasn't taken seriously. He was simply a celebrity with a big mouth that no one really believed. He used many forms of shock marketing by saying many controversial and shocking things that stuck with the audience. There are many controversies surrounding his shocking actions, which propelled him into his republican candidacy. Shock marketing created a powerful campaign for Donald Trump. He was transformed into a "respected" politician, as excessively bold personality gained supporters. From this, he earned respect and potential votes that voters never really considered prior to his bold campaign. However, he offended a good portion of the American population during this process. He sparked mass hatred around the country, which cause him to may not be taken seriously in the long run. 

A successful shock marketing campaign predicts the publics reaction from every possible angle it will be reached. The companies must base their campaign and strategy off the reactions and the noise it will create. Controversy sets companies and people apart from their competitors, and allows them to utilize their own personality and creativity to build a personal brand or business. It's important for them to find that medium between costumer, and company.