Slipstream Marketing?

"Dr. Max Sutherland, a Marketing Psychologist and Professor at Bond University, has written about a concept he refers to as 'slipstreaming.'... The clever implementation of slipstream style marketing campaigns can allow you to blow by your competition by using the momentum of well-known and instantly recognizable campaigns. Slipstreaming references a collective audience memory, a kind of shared consciousness. Skillful execution draws ínstant recognition and an "Oh I Get It!" reaction without a lot of wasted setup or groundwork. "Give Me The Same Thing, But Different!"" *Credit SitePro News

I went on an advertising pitch recently. After doing some research on the competition and what they were doing differently, we presented our findings to the prospect. When it was all said and done, the head of the department said that they were not interested in what XXXX was doing. Wow, very interesting. That is like saying that Pepsi is not interested in what Coke is doing or Ford is not interested in what Chevy is putting on the street. I am glad to say that we didn't get the account.

Slipstream advertising can take many forms the article says. Imitation in the form of voices, caracter likeness, play on words, comedic product flaws, mocking famous endorsments and the list goes on and on. Saturday Night Live does this all the time by taking current events (public awareness) and twisting them into a message.

The concept behind what Dr. Sutherland calls slipstreaming, is to do what "they" are doing but only different and better. With the understanding that "me too" advertising doesn't work, the key is to figure out how to make your version different but still memorable using the existing awareness. I once heard that every movie that can be made has been made and we are just spinning out different version of the same thing.

If you perform your slipstream marketing correctly, it can be innovative and memorable. If done poorly, it comes off like "me too" advertising and extremely lame.

Its all about creative. Its all about IMPACT.

Call Impact Marketing Technologies today for more information on how you can take your marketing to the next level. 319-232-IDEA