Mad 4 Blog

A few weeks ago, The New York Observer and other outlets began reporting on a trend making its way through the celebrity world: reverse or anti-product placement. Called a “wicked” new marketing strategy, this fascinating pattern describes marketing and public relations companies sending out free samples to famous persons with the hope of linking that brand with the A-lister’s strong public image.

But what’s so strange about that? Haven’t agencies been mailing out free samples and swag for decades? Isn’t it actually a commonly used form of publicity and sponsorship?

Yes; but now the difference is that they’re not just sending out the goods of their clients. They’re sending out samples from their client’s competition. Why would they do that? Well, because they’re sending out those branded products to celebrities with whom their own brand would never associate. For example, gleeful (albeit probably untrue) rumors are rampant in the fashion industry that a competing designer brand sent Snooki (the moniker for Nicole Polizzi of MTV’s “Jersey Shore”) a handbag from Gucci—all in an effort to devalue the respectable brand and boost their own sales. Snooki, who’s been in the news recently due to an arrest for disorderly conduct, is infamous for her less-than-brilliant comments and untoward antics on her hit reality television show, now in its second season.

The Observer also calls this tactic “deviously dirty” as a form of “unbranding.” It sounds technically legal—but could there be connotations of negatively associating a brand that fall under libel? Maybe someday; for one thing, the worlds of fashion and celebrity certainly love to argue about brand and copyright infringement, and they never shy from a potentially publicity-inducing legal battle.

So what do you make of this practice? Is it bratty or genius? Is it even ethical?

In a world where Tiger Woods can still swing a club like nobody’s business but can’t sell a pair of sneakers because of the goings-on in his personal life, there’s certainly something to be said about how seriously the American public takes brand association. In fact, perhaps we should be a little surprised that this sort of thing didn’t become common practice a lot sooner, especially way back when there were Martha Stewart arrests and Britney Spears breakdowns to capitalize on with anti-product placement.

At Mad 4 Marketing, reverse product placement doesn’t quite bear the level of finesse that we would want to enact for our customers and clients. We prefer to help you build and market strong brands that stand out simply because they’re the best and reaching the best-suited audiences for your products and services. But in the meantime, it does provide us with a hearty laugh behind our hands and something to chat about on meeting breaks.

And it makes us pay a little more attention to what Ms. Snookums is going to wear next week on “Jersey Shore”—and wonder where it really came from!

Last week, we introduced the concept of emerging adulthood as defined and extrapolated upon in a New York Times article by Robin Marantz Henig. The term was created by psychology professor Jeffrey Jensen Arnett to describe the extended growing-up process that’s undergone by today’s youth between late teen years until about age 30.

This week we ask: How does all of this relate to marketing?

Well, of course marketers are always keen to target their most responsive audiences. By defining and addressing key demographics, communication can be established and long-term relationships can begin to develop. By being among the first to acknowledge and identify this life stage, marketers can smartly adapt campaigns to speak directly to emerging adults, rather than lump them into an adulthood group with those over 18 and younger than 45.

Originally surmised by psychologist Kenneth Kensington in the 1960s, and confirmed today by Arnett’s findings, characteristics of the late teens to late twenties age group include: “pervasive ambivalence toward self and society,” “the feeling of absolute freedom, of living in a world of pure possibilities” and “enormous value placed upon change, transformation and movement.” Taking into consideration the unique traits, behaviors and needs that define this niche group, marketers can best speak to emerging adults on their own terms.

And it isn’t like scientists discovered an over-the-hill life stage for those aged 45-55. This new class of individuals is just out of high school or college, and marketers who get a grasp on emerging adulthood have the chance to severely impact overall success in terms of brand relationships. Because generations are also now living longer than ever before, securing a bond with customers and clients while they’re in their youth means potential connections for at least another half-century–if not more.

This is especially underscored by the fact that emerging adulthood is being significantly defined by the 20-somethings perspective on their life’s direction, ambitions and their own personal future–and by reaching them in this forming, malleable state, it gives marketers a lot more room and flexibility to begin conversations than with another age group–which, when younger, may change several times before picking one path…or may, when older, be fixed on one path or idea and refuse to budge at all.

Of course, it needs to be said that “emerging adult” has not yet entered the psychological or sociological vernacular; in fact, several scientists contest that it can’t be considered a valid life stage until it’s ubiquitous, a necessary status that all persons must pass through to become adults–regardless of background, economy, generation and other variables. But for the smart marketer, keeping an eye on such trends that are, well, emerging, is just one way to keep understanding and serving your audience—while getting an edge on the competition. And while we’re talking about staying ahead of the curve, may we at Mad 4 Marketing be the first to progressively suggest the nickname “e-dult”?