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What is Negative Marketing?

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20 views

What is Negative Marketing?

Uploaded by

vineethr26
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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A case study on goat

Understanding Negative Marketing: A Case


Study on "Goat"

1. What is Negative Marketing?

Negative marketing refers to a promotional strategy that


emphasises the shortcomings, flaws, or controversies
associated with a product, service, or brand. Unlike
traditional marketing, which typically focuses on positive
attributes and benefits, negative marketing leverages
criticism and negative perceptions to attract attention and
spark conversations.

Key Aspects of Negative Marketing:

● Controversy Creation: By highlighting negative


aspects, brands create controversy and draw
attention from media and the public.

● Polarising Opinions: This strategy often results


in polarised opinions, with some people criticising
and others defending the brand or product.

● Increased Visibility: The controversy and


discussions generated can lead to increased
visibility and engagement compared to conventional
marketing methods.

Benefits:

● Increased Engagement: Negative marketing


often results in higher engagement levels, as people
are more likely to discuss and share controversial
topics.

● Enhanced Recall: The controversy surrounding


negative marketing can make a brand or product
more memorable.

2. Why "Goat" Used Negative Marketing

The film "Goat," directed by Venkat Prabhu, employed


negative marketing as part of its promotional strategy to
build anticipation and stir public interest. Here’s why:

● Initial Impressions: The movie's trailers and


promotional materials showcased de-aging scenes
that received negative feedback due to their
perceived poor quality.

● Generating Curiosity: By creating controversy,


the film piqued curiosity, leading people to wonder if
the final product would be different from the early
impressions.

● Creating Buzz: The negative reception of the


initial promotional content generated significant buzz
and discussion across social media platforms and
traditional media.

Outcome:

● Increased Discussion: The criticism led to


widespread discussions about the film, drawing
more attention to it.

● Enhanced Anticipation: The contrast between


the negative initial feedback and the actual quality of
the film heightened audience anticipation.

3. How "Goat" Used Negative Marketing

"Goat" utilised negative marketing effectively through a


strategic approach:

Strategies Employed:

● Strategic Trailer Release: The film's trailers


featured de-aging scenes that were intentionally
portrayed poorly to generate controversy.

● Media Engagement: The negative feedback was


amplified through media coverage and social media
discussions, drawing attention to the film.

● Positive Surprises: The final product featured


improved de-aging scenes, which surprised
audiences and contradicted the initial negative
impressions, leading to positive word-of-mouth.

Impact:

● Engagement from Critics and Fans: The


approach generated a mix of criticism and support,
leading to increased engagement and discussions.

● Elevated Public Interest: The film’s release saw


heightened public interest due to the buzz created
by the initial negative marketing.

4. Examples of Negative Marketing

Examples in Various Sectors:

● Blue Sattai Maaran: Known for his critical


reviews and controversial takes, Blue Sattai Maaran
uses negative marketing by focusing on the flaws
and shortcomings of films, which attracts attention
and generates discussions.

● Pepsi vs. Coke: Pepsi’s comparative advertising


often highlighted Coke’s perceived weaknesses,
such as taste or brand loyalty, to position itself as a
superior alternative.

● "The Godfather" Controversies: The film faced


controversies regarding its content, which were
leveraged to create buzz and draw attention.

● Political Campaigns: Candidates often use


negative campaigning by focusing on opponents'
flaws or scandals to sway public opinion.

5. How Can a Business Owner Do Negative Marketing?

Implementing Negative Marketing for Business


Owners:

1. Identify Competitor Weaknesses: Look for


areas where your competitors fall short and highlight
these flaws in your marketing strategy.

○ Example: If a competitor’s product is


known for poor customer service, use this to
your advantage by emphasising your
superior customer support.

2. Create Controversy: Develop marketing


campaigns that challenge industry norms or criticise
established practices to spark discussions.

○ Example: Launch a campaign that


criticises common industry practices or
standards, positioning your brand as a
disruptor.

3. Be Bold and Transparent: Don’t shy away from


addressing criticisms or shortcomings openly. Being
transparent can build credibility and trust.

○ Example: Acknowledge and address


negative reviews publicly, showcasing your
commitment to improvement.

4. Engage Your Audience: Encourage


conversations and debates around the negative
aspects you’ve highlighted. This engagement can
drive more attention to your brand.

○ Example: Host a social media campaign


asking customers for their opinions on
industry flaws and how your brand
addresses them.

5. Showcase Improvements: Ensure that your


product or service exceeds the negative
expectations set by your marketing efforts. The
actual quality should surpass the initial negativity.

○ Example: After a critical campaign, deliver


a product or service that impresses and
surprises customers, turning initial criticism
into praise.

6. How Can Content Creators Do Negative Marketing?

Strategies for Content Creators:

1. Utilise Controversy: Create content around


controversial topics or opinions to spark discussion
and attract viewers.

○ Example: Publish a video discussing


contentious issues within your niche or
industry.

2. Highlight Criticism: Focus on criticisms or


negative feedback from your audience to create
engaging content that addresses these points.

○ Example: Respond to negative comments


or reviews in your content, turning criticism
into opportunities for engagement.

3. Generate Debate: Encourage debates by


presenting provocative viewpoints or challenging
established beliefs within your content.

○ Example: Create content that questions


popular trends or opinions, inviting viewers
to share their perspectives.

4. Respond to Criticism: Engage with both positive


and negative feedback to maintain visibility and
foster a dialogue with your audience.

○ Example: Address criticisms in your


content or through direct responses to
comments, showing that you value audience
input.

5. Deliver Quality Content: Ensure that despite the


negativity, your content is high-quality and provides
value to your audience.

○ Example: Follow up controversial content


with well-researched and insightful pieces
that reinforce your credibility.

7. 5 Steps for Effective Negative Marketing

1. Find a Viral Topic:

○ Identify current trends, controversies, or


issues that have the potential to go viral and
capture widespread attention.

2. Understand Majority Audience Pulse:

○ Research and analyse the sentiments and


concerns of your target audience to align
your negative marketing strategy with their
interests.

3. Pick the Opposite Side:

○ Take a contrarian stance or highlight


opposing views to provoke discussion and
stand out from the crowd.

4. Be Ready for Hate:

○ Prepare for and embrace the negative


feedback and criticism that comes with using
a negative marketing strategy.

5. Sell Your Idea/Product:

○ Once you’ve generated attention and


discussion, effectively promote your idea or
product to capitalise on the buzz created.

Remember, while negative marketing can be a powerful


tool, it should be used judiciously to avoid potential pitfalls
and maintain long-term brand integrity. With the right
strategy and execution, negative marketing can transform
criticism into a powerful asset, driving success and
engagement in a crowded marketplace.

When executed thoughtfully, negative marketing can


elevate visibility, drive discussions, and ultimately enhance
the reach and impact of a brand or content creator. By
embracing the principles of finding viral topics,
understanding audience sentiments, and being prepared for
criticism, businesses and content creators can harness the
power of negative marketing to their advantage.

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