Troy Library: Save the Library Video Reads the Public Like an Open Book
Senduran Bhakthakumaran — March 23, 2012 — Marketing
References: adsoftheworld & ibelieveinadv
The best way to get the public's attention is to create controversy, and that is exactly the direction that the Troy Library: Save the Library campaign took when trying to save the Michigan award-winning library from closing. The documenting video describes the cunning thinking that went into the Troy Library: Save the Library marketing stunt.
The Troy Library asked for a slight increase in taxes to keep itself running and an opposing party responded with such an outnumbering "NO!" that the library looked to be out of luck. However, the campaigners, having now been backed into the furthest corner, decided to use the public's mentality against them.
The marketing team began planting signs around the city that said "Vote to Close the Library Aug 2nd. Book Burning Party Aug 5th." The public was enraged at the sight of these signs and, through a combination of videos and merchandise, the campaign exploded, causing an uproar among social networks and community events. Once the true intentions of the Save the Library campaign was revealed, the public advertised it even more bringing back Troy Library. Avant-garde marketing is always the way to go.
The Troy Library asked for a slight increase in taxes to keep itself running and an opposing party responded with such an outnumbering "NO!" that the library looked to be out of luck. However, the campaigners, having now been backed into the furthest corner, decided to use the public's mentality against them.
The marketing team began planting signs around the city that said "Vote to Close the Library Aug 2nd. Book Burning Party Aug 5th." The public was enraged at the sight of these signs and, through a combination of videos and merchandise, the campaign exploded, causing an uproar among social networks and community events. Once the true intentions of the Save the Library campaign was revealed, the public advertised it even more bringing back Troy Library. Avant-garde marketing is always the way to go.
Trend Themes
1. Controversial Campaigns - Incorporating controversial elements in campaigns can attract public attention and increase engagement.
2. Social Media Uproar - Creating marketing campaigns that are designed to go viral on social media can generate important awareness and bring attention to a cause or brand.
3. Avant-garde Strategies - Innovative and daring marketing campaigns can have a strong impact on the public and draw attention to important causes and issues.
Industry Implications
1. Marketing and Advertising - Applying bold marketing strategies that go beyond traditional campaigns can be an effective way to generate engagement and impact.
2. Social Activism - Creative marketing can provide social activists with a powerful tool to gain momentum, raise awareness, and mobilize people to take action.
3. Public Library - Incorporating innovative marketing strategies can help public libraries to attract new users, increase public engagement, and secure funding through effective campaigns.
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