Great Marketing…But Haters Gonna Hate
How would you respond if someone in your next brainstorming session said, “Let’s dump buckets of ice water on our heads and post videos on Facebook to bring awareness to our cause.” People’s knee-jerk reaction is to dislike, distrust, or shoot down out-of-the-box ideas. But, marketing is an education brought to the public. And great marketing efforts deserve credit.
Molly often jokingly says, “Haters gonna hate.” I’ve been reflecting on this phrase due to the recent internet sensation you all know as “the ALS Ice Bucket Challenge,” and some bad PR it’s getting. Until this week, ALS was frankly something I knew almost nothing about. However, after seeing my friends, family and colleagues dump ice water over their heads and challenge me to do the same, I looked deeper into the organization.
Here’s my challenge. Here’s my video.
Yes, it’s marketing. And, yes, it worked. (And by “worked” I mean, it knocked it out of the park.) I was provided with knowledge and education by a group of marketers – and I now understand and appreciate the cause.
Don’t begrudge what may have started as an off-the-wall guerrilla marketing idea. As of Thursday, August 21, The ALS Association has received $41.8 million in donations, compared to $2.1 million during the same time period last year (July 29 to August 21).
I obviously encourage you to be a smart shopper, but don’t be afraid to let marketing speak to you.
As marketers, we work to solve your problems. Be it (as Molly says) a “first world problem” like toast that doesn’t brown evenly, debating your next 60” flat screen purchase, or maybe something more important…like a cure for a major disease like ALS. Marketing (should) = education. Don’t be ashamed to buy what people are selling. When someone tells you through marketing that they can solve your problems, teach you something, or that you should get behind their cause – don’t be a “hater.”