Marketing & the S Word: See Spitzer and Paris Hilton

by chris crum

Since controversy and marketing has been such a popular subject, let's dim the lights, throw on some Color Me Badd, and talk about sex in marketing.

"Sex sells." Perhaps as cliche as "There's no such thing as bad publicity", but I think this one is a little more true.

I believe that while "bad" publicity can sometimes work in one's favor, that is not always the case. Sex and "sexiness", however, will always get people's attention and will ultimately sell products (given the right target audience).

Sexy Content Attracts Marketing Dollars

I'm sure you're aware of the recent Elliot Spitzer scandal (For a great read on marketing prostitution on the Internet, check this one out). Well, this scandal has led to dollar signs flashing in the eyes of marketers and businesses who see an opportunity to capitalize on the depravity of an ex-governor.

Michael Gray, aka Graywolf recently pointed to a story about Playgirl Magazine offering Sptitzer $1 Million to pose nude. To me personally, this would appear to be the opposite of sexy, but apparently some disagree (cue Color Me Badd record scratch and turn the lights back on).


Gray writes:

It's a win-win scenario for Playgirl. Let's go with the most likely outcome and assume client 9 says no, playgirl generated a decent amount of press, links, and attention, for the cost of a press release and some PR work.

Let's enter dreamland and imagine he goes for the deal, I have no doubt that it would turn out to be the highest selling issue of Playgirl, attracting a huge amount of sales and advertising, more than enough to cover the $1 million dollar paycheck.

Gray makes a very good point. It only makes sense that such an issue would attract a huge amount of advertising dollars. It would be like the super bowl of male nudity.

That's a case where marketing would capitalize on so-called "sexy" content.

Sexy Ads Leave A Lasting Impression

Then of course there are cases (perhaps more frequently) where the ads themselves are the "sexy" content. Of course the Super Bowl GoDaddy ad and Paris Hilton Hardee's ad immediately come to mind.

Why? Because people are still talking about them (not just me) to this day, and they are both I believe more than a couple years old.

Why are people still talking about them? Because obviously they left a lasting impression and got people talking. The Hardee's commercial I believe was not even aired on television if I'm not mistaken, and was limited to Internet viewing, yet I bet it is the most remembered commercial that Hardee's has ever had (although I must admit I was always partial to the Boyz II Men biscuit song).

Is Using Sex in Marketing Always the Best Idea?

Just like any marketing strategy, keep your target audience in mind as well as how you want your business to be perceived. So I will say no. It's not always the best idea. But I will say this: It's likely to get you some attention and make people remember you for better or for worse.


About the Author:
Chris is a content coordinator and staff writer for SmallBusinessNewz and the iEntry Network.