By thesanfranciscoegotist / /
We should all thank brands for producing LGBTQ-friendly spots. They make it easier to see who the homophobes are. And based on these two new spots – one from Wal-Mart and one from Cottonelle – we now have some clear ideas. What’s more interesting, Curtis Sparrer, Bospar PR principal, thinks it’s a purposeful strategy.
“It looks like the marketers of both Walmart and Cottonelle were counting on social conservatives’ outrage to drive their business objectives,” said Sparrer. “Neither video was a traditional broadcast segment, but rather produced for social media. So conservatives didn’t simply stumble across these segments, but rather they were alerted to them, likely by the companies themselves.”
“There’s a method behind the madness: marketers count on public reaction to their campaigns,” Sparrer continued. “Conservatives can be reliably counted on to provide an immediate reaction to any pro-LGBT storyline, creating a newsworthy controversy for a journalist to cover. That media coverage will not only feature both sides of the controversy but also provide top-of-mind brand recognition that research has found is more effective than traditional advertising. That means social conservatives have become useful tools for marketers and public relations. As a marketer myself I am loathe to reveal this tactic because social conservatives might get wise and not take the bait the next time a campaign features LGBT people. However since I’ve been gay longer than I’ve been in marketing I am eager for the day when LGBT people can be featured in media and people will simply react to the spot on the merits of its content.”