By Brett Curry
www.currymarketing.com
*Disclaimer: I know it seems improbable to learn anything of value from Paris Hilton, but stick with me, this is an important marketing concept.*
“Sex Sells” is popular marketing phrase that really gained prominence in the 80’s with the whole Cindy Crawford - Revlon thing.
But here’s the truth. Sex doesn’t sell. It’s the idea of feeling attractive and sexy, the idea of being desired by the opposite sex that sells – not sex itself. There is a big difference.
To crystallize this message let’s take a lesson from Paris Hilton.
If you are breathing and have any contact with the outside world then you heard something about the somewhat recent Paris Hilton Hardee’s commercial. This commercial features a bikini-clad Paris washing an SUV while making suggestive moves, soaking herself with water and soap, and eating a Hardee’s burger….you know, what everyone does when they eat a burger.
This ad created a HUGE stir. It sent the media into a frenzy. “Have Hardee’s and Paris Gone too far?” “Should the Ad be Banned?” Etc.
But here’s the real question strictly from a marketing perspective – did the ad work? Well, that’s the disappointing part for Hardee’s. This ad generated world-wide attention in a very short period of time…(I guess that can be good – but this was largely negative attention).
What it did NOT do is make anyone want to buy a burger from Hardees. In fact all signs indicate that the commercial had a negative impact on business. The Associated Press reported that “sales at restaurants open for at least a year were flat at Carl's Jr., while Hardee's same-store sales fell 1 percent, well below last year's increases of 6.4 percent and 6.1 percent, respectively.” In addition, Carl’s Jr. stock price has fallen approximately 30% since the Paris Hilton ad first aired…ouch!
So Hardees (and their ad agency) get an A for creating a PR frenzy and a D- for getting anyone to want to buy anything.
So, here is the lesson. Yes, everyone wants to feel attractive, young, desireable, and even sexy. If you convince a consumer that your product or service well help them do that – you WILL sell. But simply flashing sexy images doesn’t sell anything. Well, it might sell sex – but it won’t sell your product.
If you’ve heard my definition of what marketing and advertising are supposed to do – then you’ll see how the Paris Hilton ad contained fundamental flaw. Advertising should drive sales, period. Not just increase awareness. Not just build a brand. But, drive sales. Awareness and brand building should take place while you are driving sales.
So take a lesson from Paris and don’t stray from marketing fundamentals. Your ads should create desire for you products not just garner attention.