Marketing via controversy is a tough way to build long term marketing success. Nevertheless, you don't have to be "liked" in your marketing efforts.In fact, a lot of great buzz can be created with divisive tactics.
Take Bookshop Santa Cruz for example. A locally owned and independent bookstore, Bookshop Santa Cruz has made a national name for itself with some notorious maneuvers.
It's most recent initiative was to include a bag of "Just Plain Nutz" with every purchase of Sarah Palin's new book, Going Rogue.
Santa Cruz leans left on the political spectrum, so there was little surprise locally. However, this tactic alone generated national coverage including a blog post on The Huffington Post.
Risky, maybe. Effective, yes.
It goes to show that a little contoversy, if managed correctly, can generate some terrific publicity.
If you are thinking about a good publicity stunt, ensure the possible outcomes are more Bookshop Santa Cruz than Balloon Boy. For Bookshop Santa Cruz, they either sell more books or resonate more with their target audience. Both outcomes are favorable.
You can use controversy to move your business to the next level. Just make sure all possible outcomes are positive.
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