When I was a child, the circus would come to the area
where I lived. I loved the circus, but especially the lion tamer. It wasn’t
just those big cats I wanted to see. The circus let it be known that the lion
tamer would put his head into the mouth of a lion. That sold me! I pestered my
parents until they took my brother and me to see this spectacle. The surefire
marketing gimmick to get me excited about the circus was getting the word out
about that lion tamer. It was dangerous and I had to be there to see it for
myself.

Are you looking for a surefire marketing gimmick to get
people to buy what you are selling? Here is something to learn from the circus:
sensationalism sells. There is something in the human psyche that is drawn to
situations where something extraordinary – perhaps a bit dangerous – is
happening. We have a hard time looking away from those situations. We also
don’t want to be left out. It’s not like someone sticks their head in a lion’s
mouth every day! But how do you attach your brand to something remarkable if
you are selling the equivalent of widgets?

There are a few marketing methods that will help you
get the thrill into your brand, even if you are selling pretty mundane products
or services. First, sponsor something that is striking. It is not surprising
that motor sports have always been popular for the excitement of watching
people drive very fast in dangerous situations. It is also not surprising that
corporate sponsor logos cover these cars and the gear of the drivers. They are
fast-rolling billboards. Have you ever stopped and looked at the big racing
sponsors? Most of them sell ordinary products. However, their brand is attached
to a sensational sport. By association, they are using the spectacular to
promote their brand.

A second way of getting this kind of excitement
attached to your brand is to promote your brand with a popular icon. For
instance, years ago, the dairy industry began to promote milk in a campaign
where celebrities were photographed with a milk mustache. Got Milk? became one
of the most successful marketing promotions of the past couple of decades. It
was a simple concept that attached a product to icons of pop culture. Pretty
soon, everyone was getting a photo with a milk mustache. Everyone was doing it.
Milk is not all that flashy on its own, but this bandwagon approach made a
rather basic drink extremely popular.

There are other methods that will work within a
marketing demographic that won’t in others. What catches the eye of 16 year old
girls who love sports is not what might catch the eye of oral surgeons. Knowing
your audience is key to successful marketing. However, there is something that
catches the eye of everyone at one time or another. Sensationalism helps hold
the attention of consumers who would be inclined to buy your brand.

What head-in-the-lion’s-mouth marketing gimmick would
work for you? Whatever drives consumers to your brand is worthy of
consideration.

Image by Gibson
& Co., Cincinnati, OH 1873