If you have seen the latest GoDaddy Ads, then you will understand what I am talking about. I had posted this great Ad from BMW which uses sex but pulls it off quite nicely. Having said that, now take a look at the GoDaddy Ads –
How the massage, and the masseuse stripping off to bear the GoDaddy logo really brings out their hosting plans and domain registry services is a mystery to me. What is interesting to note is that the ads typically leave off by saying to view more go to their site. On checking out the full ads, the advertisement goes on to talk about the different features of the GoDaddy offerings.
Effectively, the ads that were shown on television were simply to generate traffic on their site. Again an example of one media relying on another media for it’s business. This really does not bode well with me (despite being a GoDaddy customer for the past 4 years now). This traffic is also assuming that people want to view more of Danica or GoDaddy.
I wonder if some data were obtained on their traffic and conversion data post after the campaign launched. I’d wager that the traffic would increase, but the conversion rate would go down.
What do you good folks think?
On Second thoughts
Since the video in the advertisement keeps changing, I am forced to keep updating this post. Since then, several such ads have been shown. There is a Danica and Shower ad as well, search on YouTube and you will find it.
It would seem that the marketing team at GoDaddy has found some correlation between fans of Danica Patrick, young teenagers and customers who buy website domains. Whereas the ads promise further titillation on the website. There might even be a good correlation.
2 thoughts on “Sex in Advertising”
A few words to sum up:-
1) “Marketing budget hai….to use kar lo nahi to aage kuch milega nahi ” syndrome.
2) “Wrong Metrics to define success of campaign and Return on Mktg Inv.” syndrome
3) Conversion rate may drop but absolute conversions may increase and this will be shown in a calculation to justify that the ads paid for themselves:-)
4) Wonder how this strenthens the brand???
Well, it definitely strengthens the brand “GoDaddy Girls” :) … and Danica Patrick as one!
But don’t you think that’s pretty low move to drive traffic on your site :D