I noticed something this
weekend, and it led me to think about what is perhaps one of the truly
brilliant marketing moves of the 21st century.
We were in
and some of the young gals at The River (a hip mall) were wearing baseball caps
with the Hilton “H” on the front.
I got to thinking….hmm.. Hilton, a $22 public stock on the NYSE. Hilton.. a big hotel concern with
70,000 employees and more than 2,300 properties.
What if… what if Paris
Hilton is just a marketing ploy? What if her antics and exposure are ultimately
designed to serve the company stock (HLT)?
Think about it. Where is
the one piece of advertising real estate that virtually everyone has to view? Let’s say you’re a consumer that doesn’t watch TV, listen to the radio or go to
the movies. Where else could you be ambushed with brands and marketing
messages? The supermarket check out line, of course. Those “billboards,” the
tabloid covers, might be selling something. Maybe a hotel chain in this case.
I wonder if Paris Hilton
has helped propagate the Hilton Hotel brand. Maybe she’s not even their child.
Maybe she’s an actress that they hired to build mindshare. Perhaps they grew
her in a Petri dish and trained her to party and giggle her way to the check
out stand headlines.
Tongue firmly in cheek
Seriously, though. Think
on a smaller scale. Could you come up with a device similar to Paris Hilton
that gets you into the press or at least into the minds of your target market?
T-shirts and caps come to mind, but that’s so “old hat.”
has made a habit of purchasing outrageous, news generating items on eBay
(remember the Virgin Mary toast?). That’s pretty original.
Anyone have some ideas
(large or small) that are currently working? I’d love to hear your thoughts.
P.S. Amazon.com sells “The
7 Essential Steps to Successful eBay Marketing” for 32% off the cover
price. Walmart.com sells if for 36% off!