Works for me -> http://www.whatisthesecret.tv/.
It feels very Da Vinci Code like and probably will be a disappointment in the end with a build up like that (Yaro, optimism please!) but for the sake of staying on topic - how good is this form of marketing?
I always think back to that Simpsons episode with Gabbo, the hand puppet that competes with the Krusty the Clown show and launches a curious television campaign with only the word “Gabbo” as a teaser. Of course Homer is extremely curious in that oh-so-special Homer way until eventually the Gabbo show is revealed.
That sort of marketing seems to work quite well, especially for entertainment products, but in my opinion is only available to companies with big bucks to spend on television, radio and other mass market communication channels.
Has anyone experienced or conducted a successful curiosity campaign like “What Is The Secret?” but run on a small scale?
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Curiosity is an extremely powerful force in marketing, but to work really well I think it has to be targeted.
“What is the secret?”-style marketing may arouse a shred of curiosity from a bored general audience, but it’s unlikely to cost-effectively convert browsers into buyers.
However a targeted curiosity-based approach can work wonders. This is typically seen in name-squeeze bullets. e.g.
Free eGuide Reveals…
The 7 ways real estate agents “pad” their commissions with illegal fees that cost you money.
etc. etc.
This type of targeted curiosity can be a powerful motivator to act.
Hi Yaro!
On a small scale it’s done in a slightly different fashion. “Ask me how I became an SOB at Successful Blog” is a button you’ll soon be seeing.
Are you curious about what it means?
Liz
What is The Secret?
What is The Secret?, via Entrepeneur’s Journey
Not sure what it is yet, but it looks very cool.
…
This is looking very cool. Can’t wait to see it come out.
I saw this about 2 months and it did catch my attention thats why I signed up for the newsletter, it touches on everyones mysterious side. It makes you want to know what the secret is, its like being a kid at christmas or your birthday all over again.
In response to the comment by ME, it does spark interest.
Using a form of taboo in marketing generates interest. In your one-liner, “… SOB …” made me think. It made me want to go to your site and find out what it meant, etc.
Taboo, such as this, veers away from the norm. That is why, in my opinion, it works.
In a somewhat non-related yet similar concept, Howard Stern’s topics are, almost, all taboo. I won’t delve into that any further - and you can make your own assumptions and have your own opinions - but generating that kind of “itch” within a person, puts YOU (the marketer) in control.
This type of marketing reminds me of what lots of web 2.0 start-ups are doing with new applications. Like all of the landing pages found on The Museum of Modern Betas. They are cheap, small scale, and create hype (regardless of if its deserving or not).
Actually Yaro, this kind of marketing sometimes work, but only if the “secret” product or service is worth it. Remember 37signals Backpack? just a single email input box worked like charm for the 37signals guys. I know a lot of people (almost everyone I know) suscribed to that release. Its true, 37s publicity was a little more “clear” because:
- You knew who was the creators
- You knew what sort of a product they were building
- You knew right away on the first (and only) page what was all about
But I have my doubts about if that kind of thing can actually work without target your market.
I remember Flock browser doing something like that too. This one is much more elaborate, that’s true; but it is still the same kind of marketing.
After creating a couple of blogs it is hard not to start creating blogs about anything, including this TV program.
http://www.secret-scrolls.com