23 {{ upvoteCount | shortNum }}
23 {{ upvoteCount | shortNum }}

Is this manipulative or just plain genius? Has this marketer gone too far?

by shabit87
20 replies
I'd like to share a scenerio with you warriors and in return have you share your opinion about whehter its super creative and genius or simply manipulative.

A study calls for overweight participants. Each participant is asked to look at a 10 minute video and write thier thoughts about it.

The video is actually a sales video on a new weight loss program. The announcer states that the program is not for everyone and in order to not waste anyone's time he ask a list of questions (questions that almost anyone struggling with weight will say yes to).

After a few short questions he then explains that even though you the viewer may have answered yes to all the questions the program still may not be for you. So he proceeds to tell the viewers what he has to offer.

At the end of the video, the participants' notes are collected and they're sent home with a "goody bag" as a thank you. It has pencils, pens, and notebooks with the program's logo on it. It even has a card saying a big thanks from the company.

The company "notices" that some of the participants of the study have become customers. Now we all know this isn't a coincidence, but do you feel as if the company in this example are manipulative or have they simply practiced good and creative marketing?
#genius #manipulative #marketer #plain
  • Profile picture of the author SingerRinging
    A little of both. This company is using a marketing technique that has become popular with a lot of companies. They know that they can sell their product to people who are overweight, because among their prospects is someone who actually wants to loose the weight. But anyone who watches the video comes away with some pens and notebook, which anyone can use, and then You are left to choose if you want the product. Free choice is still there. For a marketing technique, it's the best of both worlds. Clever.
    {{ DiscussionBoard.errors[3105305].message }}
    • Profile picture of the author shabit87
      Originally Posted by SingerRinging View Post

      A little of both. This company is using a marketing technique that has become popular with a lot of companies. They know that they can sell their product to people who are overweight, because among their prospects is someone who actually wants to loose the weight. But anyone who watches the video comes away with some pens and notebook, which anyone can use, and then You are left to choose if you want the product. Free choice is still there. For a marketing technique, it's the best of both worlds. Clever.

      Thanks for sharing your thoughts. There probably is a thin line between manipulative and clever. Not only are you finding your target audience and feeding them something you know they can use, but you're subconsciously saying, we got a product and you may not be for it, here see if you are. And then when they think for a second they can be a part of this exclusive group of those losing weight with this system, those thoughts are shattered when the announcer says, but wait it STILL may not be for you and there still may be no hope that you'll lose the weight you want.
      {{ DiscussionBoard.errors[3105320].message }}
      • Profile picture of the author PhoebeSmellyCat
        Originally Posted by shabit87 View Post

        Thanks for sharing your thoughts. There probably is a thin line between manipulative and clever. Not only are you finding your target audience and feeding them something you know they can use, but you're subconsciously saying, we got a product and you may not be for it, here see if you are. And then when they think for a second they can be a part of this exclusive group of those losing weight with this system, those thoughts are shattered when the announcer says, but wait it STILL may not be for you and there still may be no hope that you'll lose the weight you want.
        There's a term for that and it escapes my mind right now but it's in the neighborhood of 'scarcity'.

        You've got their hopes and curiosities up. They want to be included and many will come back and try again.
        Signature
        {{ DiscussionBoard.errors[3105361].message }}
  • Profile picture of the author sbucciarel
    Banned
    Most marketing copy is manipulative. That's the whole point of it ... to get you to act ... to do something ... to buy. I don't see any lines being crossed here provided the video or whatever does not provide false and misleading information.
    {{ DiscussionBoard.errors[3105354].message }}
    • Profile picture of the author pheonixrises
      Originally Posted by sbucciarel View Post

      Most marketing copy is manipulative. That's the whole point of it ... to get you to act ... to do something ... to buy. I don't see any lines being crossed here provided the video or whatever does not provide false and misleading information.
      This pretty much sums up what I would say about it.

      I think some people get uncomfortable when they are faced with the amount of manipulation that goes into marketing, but I don't see it as much different than how most people act every day. We're all marketing ourselves all of the time, in my opinion!
      {{ DiscussionBoard.errors[3105390].message }}
    • Profile picture of the author shabit87
      Originally Posted by sbucciarel View Post

      Most marketing copy is manipulative.
      I like to use the term persuasive LOL

      Originally Posted by Greg guitar View Post

      What were the participants offered in exchange for their time? Also, what was the follow-up? Were there phone calls, emails or what?
      they were offered a small amount of money for their time and no follow ups other than maybe reviewing what they've submitted for the review.
      {{ DiscussionBoard.errors[3105410].message }}
  • Profile picture of the author Greg guitar
    What were the participants offered in exchange for their time? I doubt they would have participated for a few pencils, pens and notebooks. Also, what was the follow-up? Were there phone calls, emails or what?

    I take it your possible objection is to the fact that they started the relationship without mentioning that their agenda was to fill their marketing pipeline. I think it's okay not to play your hand in the beginning as long as you do anything you promised to do. Most people would know that most surveys are done for commercial reasons rather than purely scientific anyway. I would assume going in, that at some point they are going to make their offer, just like when any company enters a relationship with the public-it is generally either to sell or pre-sell, like what Warriors do when they call and offer a business a website review for $0.

    As long as nobody was hounded too badly, and they were given the option at every point to opt out and not be contacted again, I don't see the problem with a company trying to establish a relationship with prospects by starting with a survey.
    {{ DiscussionBoard.errors[3105359].message }}
  • Profile picture of the author CDarklock
    This is just marketing, from my perspective. I don't find it particularly smart or creative; it's just another "trick" tactic companies use to bait-and-switch people into their sales pipeline.
    Signature
    "The Golden Town is the Golden Town no longer. They have sold their pillars for brass and their temples for money, they have made coins out of their golden doors. It is become a dark town full of trouble, there is no ease in its streets, beauty has left it and the old songs are gone." - Lord Dunsany, The Messengers
    {{ DiscussionBoard.errors[3105615].message }}
    • Profile picture of the author shabit87
      Originally Posted by CDarklock View Post

      This is just marketing, from my perspective. I don't find it particularly smart or creative; it's just another "trick" tactic companies use to bait-and-switch people into their sales pipeline.

      i think "trick" is an excellent term as well
      {{ DiscussionBoard.errors[3105703].message }}
      • Profile picture of the author angela99
        It's standard marketing as other posters have said. It sounds like a mix between a focus group and a "seminar".

        It's a good strategy, because the benefit to the company is not in the sales, it's in what they learn about their market.

        Re "Each participant is asked to look at a 10 minute video and write thier thoughts about it." Those thoughts are pure marketing GOLD. :-) The company will be able to use those points of view in their future marketing, reworking their offer, as well as their product.

        Webinars are very popular with Internet marketers, and they use this strategy.

        Keeping the old adage about "no free lunch" in mind, I can't see that there's anything tricky about this marketing strategy. It would depend on how they were offering it, of course.

        If they lied in the offer, and mislead the attendees, then it's nasty. Otherwise, it's OK.
        Signature

        Everyone's a writer today. Get personal guidance from Angela.
        {{ DiscussionBoard.errors[3106018].message }}
  • Profile picture of the author stressjudo
    I am not seeing the manipulation. Nothing is for everyone, so that's fine. The people were paid for their time, which is fine. We don't know the contents of the video, so assuming it says nothing objectively false (which would be fraud), that's fine.
    For more information on this technique, see the fence painting scene of "Tom Sawyer" by Mark Twain.
    There is nothing wrong with educating your potential audience. I retained a financial adviser b/c he held a free seminar on trusts for special needs children. And it was truly informative, and not a sales pitch at all. It was his integrity in the presentation that convinced us to hire him.
    I try to do the same with my IM efforts.
    I think I need to do it better...
    Thank you for asking for comments on this. Interesting issue.
    {{ DiscussionBoard.errors[3106201].message }}
  • Profile picture of the author Fun to Write
    In my opinion, it's good, hypnotic marketing.

    It works on subtle psychology. They're not technically selling anything, just asking questions and giving away freebie gifts. So, it's okay, and not deceptive in a bad way.

    Manipulation is in the eye of the beholder. Sure, the company has ulterior motives for the study. The participants, however, probably didn't feel manipulated, but that they were participating in market research.

    They got free stuff. The ones that became customers, felt the company had something useful to offer them. As long as they were not given a hard pitch to buy the product and told they'd be doomed for life if they didn't, it is a passive sell.
    Signature

    Focus+Smart Work+Persistence=Success

    {{ DiscussionBoard.errors[3106243].message }}
  • Profile picture of the author JoshuaZamora
    Its getting them in the YES mentality..get them to say yes yes yes yes....then at the end "buy our product"....yes..8) great tactic
    Signature
    Learn How To Get Your First Wordpress Blog Online
    >>Get Instant Access Here<<

    FREE Video Marketing Report..Reveals How I Make Passive Income With YouTube
    {{ DiscussionBoard.errors[3106786].message }}
    • Profile picture of the author Kay King
      At the end of the video, the participants' notes are collected and they're sent home with a "goody bag" as a thank you. It has pencils, pens, and notebooks with the program's logo on it. It even has a card saying a big thanks from the company.
      But - what you didn't mention initially was "the participants were offered $$$ to look at a 10 minute video and give their thoughts on it".

      So is that manipulative - leaving out valid info to prove your point?

      Just kidding - but it's along the same lines. They were paid for their time and treated as a warm audience, too - nothing wrong there.

      kay
      Signature
      Saving one dog will not change the world - but the world changes forever for that one dog
      ***
      It actually doesn't take much to be considered a 'difficult woman' -
      that's why there are so many of us.
      ...jane goodall
      {{ DiscussionBoard.errors[3106847].message }}
  • Profile picture of the author lr9979
    I would sooner participate in a study than attend a meeting where I knew the host was merely putting on a sales pitch for his product or service. Now, I agree that there is probably a difference between an academic study hosted by a university or a "commercial study" hosted by a company that sells a product related to their "study".

    I think the technique is legitimate but it would probably disturb me to be a participant in it and find out I was only getting a sales pitch.
    {{ DiscussionBoard.errors[3106870].message }}
    • Profile picture of the author shabit87
      Originally Posted by lr9979 View Post

      I think the technique is legitimate but it would probably disturb me to be a participant in it and find out I was only getting a sales pitch.
      you weren't only getting a sales pitch, the only thing you were guaranteed was the cash in exchange for your time. i don't think as a participant i would feel cheated in any way...as long as they paid up.

      now i would hope that i wouldn't become a customer. God forbid they paid $20 for my time and thier product was $40!
      {{ DiscussionBoard.errors[3106981].message }}
      • Profile picture of the author internetsecretbook
        It is simply a "no-strings-attached" or "no-risk" marketing strategy.
        Signature

        THE INTERNET SECRET BOOK: How to Find Anything on the Internet by Periander Esplana
        http://www.internetsecretbook.com

        AMAZING VIDEOS ON THE WEB
        http://www.internetsecretbook.com/amazingvideos.html

        {{ DiscussionBoard.errors[3107238].message }}
      • Profile picture of the author Joe118
        This is very clever priming. The idea is to make people aware of the product and make them overcome their own objections to the sale, so that they'll think this was their own decision. By negative-selling (saying "this may not be for you") the marketing campaign makes the decision owned by the buyer.

        Clever clever.
        {{ DiscussionBoard.errors[3107695].message }}
  • Profile picture of the author paulie888
    I'd just consider this as intelligent marketing targeted at the people that would be most likely to buy the product.

    Since they were offered a small amount of money in conjunction with gifts handed out at the end, I wouldn't say that they really had their arms twisted to view the 10 minute video. There was no hard sell here, and no one was hounding them afterwards either, so I'd just classify this as very creative marketing focused on the right target market.
    Signature
    >>> Features Jason Fladlien, John S. Rhodes, Justin Brooke, Sean I. Mitchell, Reed Floren and Brad Gosse! <<<
    {{ DiscussionBoard.errors[3107357].message }}

Trending Topics