A few days ago, Julie (our Word of Mouth Manager) came into work eager to share a story and a picture she had taken over the weekend. Not surprisingly, it was about advertising (because we really do live and breathe it here). She was out in Annapolis over the weekend and saw an ad for a pre-natal massage… in a BAR bathroom. Its placement was so compelling that she just had to take a picture.
Talk about horrible ad placement! This could be advertising the best pre-natal massage in the entire world, but its placement is a total non-sequitur. Its impact was enough to make Julie come in and tell us all about it, even sharing the picture. And here we are, writing about it on our blog. Now that is word of mouth (and not the good kind)! Because most people have camera phones, this sort of negative word of mouth can spread quickly, and can harm a brand that much faster.
Advertising goes above and beyond the message and the creative. Placement is key, too. If not in the right place at the right time, your audience can simply bypass the intended message and walk away with something else entirely: a negative image of your product or service.