Contrarian Marketing at Benettons

Perhaps, with apologies to Dale Carnegie, we should call this article: "How to make enemies AND influence people."

The subject: United Colors of Benetton's campaign to promote its clothing, using photos and stories about death row prisoners in the U.S. It's what journalist James Bone of the Times of London called the "latest in a string of deliberately provocative campaigns".

In an age when most advertisers try their hardest to avoid offending anyone, this company takes a clearly contrarian approach. A cynic might call it a cheap trick to get attention and free media coverage (like this article). But, Benetton has run campaigns like this for quite some time, and important communication lessons come out of them, regardless of how we feel about the subject matter.

Let's start with focus. Obviously, if the company willingly offends the moral sensibilities of many potential customers, it must focus on a particular part of the market, specifically people with liberal social and political attitudes.

In marketing terms, that suggests Benetton segments with psychographic criteria. Psychographics refers to the lifestyles, values, and attitudes of consumers, including social and political viewpoints.

Given that it has run campaigns like this one for some 20 years, we have to believe that Benetton knows this segment well and focuses on it intently.

Turning to positioning, just about every other clothing company uses warm and fuzzy advertising themes. Advertising that makes you feel good about yourself because you look good, which makes you attractive to others, and therefore popular, and all of that should satisfy some of your important goals.

Benetton, on the other hand, apparently wants its customers to feel good about themselves because they have a social conscience, because they feel moral outrage about one of the hot-button issues of our time.

This positions the company very distinctively. While no end of warm and fuzzy strategies may get mixed up in consumer minds, Benetton has a clear and unequivocal position that won't be mistaken or soon forgotten.

Diversity is the next issue: we who live in North America sometimes forget other large markets exist beyond our immediate borders. Benetton, an Italian company, probably recognizes those markets.

Voters in all major industrialized countries, except the U.S., have rejected the death penalty since World War II. That includes people in the powerful economies of Western Europe.

So, from Benetton's bottom-line perspective, it can afford to offend some potential American customers as it builds or maintains markets in Europe and Asia. Not that Benetton has been reticent to offend Europeans either. Another recent ad campaign showed a nun and priest kissing, which raised many hackles among European consumers.

As you can imagine, this contrarian strategy could backfire easily, if used by a firm with that couldn't carry it off well. To succeed with it, you need to know your marketing and markets very well indeed.

In summary, a contrarian positioning strategy like Benetton's, one that might offend some potential customers while increasing the loyalty of others, presents a high-risk, and possibly high-reward, option.

Robert F. Abbott writes and publishes Abbott's Communication Letter. Learn how you can use communication to help achieve your goals, by reading articles or subscribing to this ad-supported newsletter. An excellent resource for leaders and managers, at: http://www.communication-newsletter.com

---

5 Print Ad Essentials!

Writing an effective print ad, particularly a classified advertisement, requires... Read More

Build your Trade Show - Virtually

Virtual trade shows are gaining momentum as a way to... Read More

Six Ways To Attract New Customers To Your Restaurant

Without new business, your restaurant won't be able to grow.... Read More

Words that Sell

We all know the English language contains hundreds of thousands... Read More

3 Strategies to Market Your Business Even When There?s No Money

Many small and home based businesses know they need to... Read More

Coupons that Work

Turn a coupon into a business card (or vice versa).Coupons... Read More

So You Want To Cut The Crap And Get Into The Money?

So, you´ve been around for a while, and maybe even... Read More

Writing Marketing Copy That Sells

When your prospects see your marketing materials, your brochure, your... Read More

How to Set Up & Organize Your Customer Mailing List For Optimum Results

Your list of customers who have previously bought from you... Read More

The Easiest Small Business Direct Marketing Tip You?ll Ever Get

This really and truly is the easiest (and most profitable)... Read More

Ten Tips for Creating a Winning Proposal ? Part 1

If you want your business to grow and attract new... Read More

6 Simple Ways to Determine Which Marketing Ideas Are Best for Your Business

Did something catch your eye in a direct mailing this... Read More

When Business Cards Arent Enough: Unusual, Unexpected, and Uncommon Networking Tips

There comes a time in every small businessperson's life when... Read More

Getting Personal ? Innovative Marketing for Small Business Owners

The small business marketing strategy you can't afford to miss... Read More

Wealth Knowledge & Power ? Lost Secrets From Ancient Masters

Behold! He with the light cometh!He shall light thy darkest... Read More

The 7 Commandments of Marketing

Marketing is the key to success with any business, online... Read More

Networking, iNetworking, What Is The First Rule?

Networking on the Internet is the same as networking in... Read More

Attract More Clients by Raising Your Profile

One of the most common issues I'm asked about is... Read More

The Advantage and Consequences of New Economy Marketing

Some of the research that has been done today gives... Read More

Open Doors by Building Relationships

"You can make more friends in two months by becoming... Read More

Nine Advance Networking Skills for Seasoned Networkers

A seasoned networker knows the real meaning of networking --... Read More

Business In 2010: A New Face of Marketing

The term "internet marketing" was virtually non-existent a short 8... Read More

The Building Blocks to Effective Marketing

The Building Blocks to Successful MarketingIt's More than Sales and... Read More

Real Estate Investing - Writing Killer Postcards to Attract Motivated Sellers!

So many of you have been telling us that you're... Read More

You?re In Charge. Now What?

For years now, you have been waiting patiently for that... Read More

Dont Let Your Business Cards End Up in the Trash

Business cards are such wonderfully creative little marketing products. Most... Read More

How to Critique Your Own Yellow Page Ad

Forget what you know about your business Your goal is... Read More

The Importance of Interpersonal Communcation Skills

Interpersonal Communications is the transmission of information from one person... Read More

What is a Marketing Plan Anyway?

Building a business that grows steadily in size and profits... Read More

7 Marketing Lessons I Learned From the Muscleheads at Golds Gym

Can I share a secret with you?I love working out.... Read More

Ditch Coupons Before Customers Ditch You

Everyone wants to feel like they're getting a good deal.... Read More

The Silver Bullet For Success: Revealed

Looking for the magic formula or the whiz-bang approach that... Read More

Why Referral Business Is So Valuable

With so much money invested on innefective advertising, it's time... Read More