Is it time for you to try messy marketing?
Mark Schaefer
Top Voice in Personal Branding, Marketing strategist, keynote speaker, university educator, futurist, and bestselling author of "Marketing Rebellion," "KNOWN," and "Belonging to the Brand."
I've been noticing a lot of messy marketing in the world and it's driving me crazy.
For example, there is a commercial playing during American sports events that is just SO ANNOYING. It's a Burger King commercial like this one:
Why does this bother me so much? The singer is off-key.
I'm not the only one who noticed. The most popular search term for this advertisement is "annoying Burger King commercial."
Burger King is a successful chain that can afford a decent singer. The commercial also has a throwback 1980s sensibility that reminds me of an 8-track tape.
So I can safely assume Burger King is TRYING TO BE ANNOYING.
Why? I had to know.
When does it actually makes sense to make your marketing messy? How can mistakes, problems, and even off-key singers improve your marketing? Some friends provided examples ...
Messy marketing in action
Jeff Tarran is a direct mail marketing expert for Gunderson Direct. He said "ugly" really works in direct mail because it creates a feel of local and demands attention. Jeff told me that "Ugly sells." Design perfection can actually depress response.
Mail with scuff marks and even wine stains get attention:
Jim MacLeod, an expert in brand experience, added another perspective: "Friction can build brand affinity when it’s done right. Birkin Bags are popular BECAUSE of the level of effort it takes to purchase one. If they were easy to get, people would care less.
Anna Bravington, a marketing strategist, noted that many brands trying to appeal to a younger generation are going for an "unfinished" look: "Ryan Air, for example, is really embracing the raw and fun aspect of the TikTok video format with no fancy overlays and a look like it was just straight out of a phone.
"Research shows that people are around 2x more likely to love a brand that is perceived as more human. So, bringing imperfection into something that is usually so polished brings a certain human vulnerability."
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In fact, "raw" is in right now. Bruce Scheer shared with me that the two biggest Instagram trends are:
1. Authentic, unedited photos 2. Desaturated, moody palettes
Scarcity might be the best known form of friction. Spencer Crandall of Small Biz Pathfinders told me:
"I owned a store that sold LEGO products and the reason it worked was our tables full of bulk random LEGO parts. It was a daily treasure hunt for those special rare parts for the enthusiasts and the fact that today just may be the day they come across a find. That kicks those endorphins into high gear. That's what exclusivity is about -- facing the possibility of not getting the thing, but maybe actually getting the thing!
And back to that annoying Burger King commercial ... Mary Kathryn Johnson, a conversation designer, had this take on it:
The Burger King ad is a perfect example of indoctrinating a new generation to the brand by being off-key with the song of the last generation. They're not changing the song, just making it off-key. I think this is a great subtle marketing tool for a brand to attract customers who have a preconceived notion of their products/services, and the brand can try to change that perception for the new generation of consumers.
The Pratfall Effect: Messy Marketing Genius
My exploration of messy marketing hit a new gear when I mentioned it to my friend and podcast co-host Amanda Russell. She said, "Hey! Have you heard of the Pratfall Effect?"
The pratfall effect is a psychological phenomenon that describes the way people's perceptions of someone's competence can be influenced by their display of vulnerability or mistakes, often in a humorous or endearing manner. This effect was first studied by social psychologist Elliot Aronson in 1966.
The main idea is that mistakes can disrupt initial perceptions, make somebody look more endearing or attractive, and enhance an image of fun and humility.
The Pratfall Effect is more likely to work when the individual's competence is already relatively high. If someone who is perceived as incompetent makes a mistake, it may not have the same endearing effect because it reinforces the existing negative perception.
Messy marketing for the win!
OK get ready for this! Amanda and I recorded an entire episode of The Marketing Companion dedicated to messy marketing and the Pratfall Effect! So. Much. Fun.
One of the most fun episodes ever. Click here to get in on the conversation!
Click here to get messy with this new podcast episode!
I appreciate you and the time you took out of your day to read this! You can find more articles like this from me on the top-rated {grow} blog and while you’re there, take a look at my Marketing Companion podcast and my keynote speaking page. For news and insights find me on Twitter at @markwschaefer, to see what I do when I’m not working, follow me on Instagram, and discover my RISE community here.
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1yThank you for including me 😊 I love all these examples so much, and it has really got me thinking. I do wonder if that's why we are seeing a rise in the number of small businesses that are gathering attention on social, as just naturally they tend to be more human. Some of the best social channels in the UK like Aldi are really being very human in their tone and imagery and people are loving it.
marketing stuff @ Colossyan | building stuff @ matt-bristow.com
1yI can't remember what influencer it was, but they were talking about one of their videos doing substantially better in terms of reach than the others and they couldn't figure out why. Until they realised they had made a typo in the thumbnail that was causing people to click the link.
Everything was so slick for so long, it makes sense that marketing/advertising that is different would really stand out. Mix that with a truly human, authentic experience, and you've got something people will seek out. Biz Markie's song, "Just a Friend" was a hit because he can't sing. All these years later, Burger King is doing something similar to stand out.
Seasoned Marketer | Co-Author of 'The Most Amazing Marketing Book Ever' | Speaker | Award-Winning Social Media Strategist | Featured in National Podcasts | Change Agent
1yJammed packed info in here! Great insights from RISERs and podcast episode.
Building small biz websites that help you sell (freelance for hire)
1yI’ve actually been thinking about this topic for years but could never really articulate it better than the author and journalist Jeremy Paxman. In his 1998 book “The English” he studied the psychological curiosity within English culture of tending to be attracted to amateurish slightly “flaccid” village newletters, pamphlets, leaflets etc where the design is terrible but somehow more trusted simply because of that. I’ve noticed this within local ads and direct mail too, and while it’s possible to look just plain bad, I can see how erring away from soft focus shiny perfect marketing collateral and towards something we might describe as more “punk” probably cuts through the otherwise boring noise. It’s a pattern interupt. The other day this advert for a local service arrived on my doormat and I kept it because it stood out next to all the other stuff that was pushed through the letter box. Initially I thought it really was a handwritten note until I examined closer and realised it was printed. It does give off an underdog vibe, which is good if you’re not trying to look like a perfect bullshitter!