Report: Expensive Marketing Stunts don't Pay
For execs out there tempted to pull a pricey marketing stunt to coincide with your next release, you might want to read this article. According to Robert Pasikoff, president of Brand Keys, Inc., expensive publicity and marketing stunts are probably a big waste of time and money:
"When we did outdoor [ad] boards for clients, no matter what the product, we always made sure to buy the board that was across the street from the client's own office window," said Rob Frankel, author of The Revenge of Brand X: How to Build a Big Time Brand on the Net or Anywhere Else. "There's a huge amount of ego that goes into this kind of stuff," he said. "A lot of them [execs] just want to be there and say, 'Did you see us on the Hollywood sign?' It will have no impact on their bottom line at all."
There's an exception to every rule, and in the case of movie marketing, B-movie producers have always done pretty well with stunts. Troma, the mini-studio who churns out straight-to-video schlock and horror titles, has been successful at getting attention at high profile festivals in the past. And they probably spend nothing out of pocket, either.
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Many 'marketing' stunts are little more than expensive ego trips for senior executives: The National Post
