Mark Cuban wrote about Major League Baseball’s plan to put spiderwebs on the bases here — Spiderman on the bases – Brilliant.
In the process, he laid out one of the unspoken truths about plenty of marketing.
The reason a marketing campaign is done is NOT always the reason people think it is being done, nor is it always what the company doing the marketing claims it to be.
In the Spiderman example, Cuban believes it to be as much about generating buzz and controversy as it is/was about getting the webs on the bases. I think he’s 100% right.
In the case of large and public companies, it is often more about pumping up a stock price than it is about selling more product. Remember, all too often in today’s environment, a public company’s real customers ain’t people in stores. They are brokers and analysts on Wall Street. Ever watched Superbowl ads sorting for how Wall Street would see the ad? It presents a whole different picture.
(As a sidenote: I want to link to just about everything Mark writes. I’ve got a half-dozen posts referencing his in partial stages of completion… wonder if they’ll ever get done???)