Marketing is a battlefield. And to get the consumer’s attention, marketers are constantly seeking innovative ways to stand out among the rest of the competitors. However, not all tactics are created equal, and some can have bad consequences.
One such strategy that often raises eyebrows when Maggie Wilson calling out influencers for their involvement in a smear campaign against her interior and decor company, Acasa Manila. In this blog post, we will delve more about negative marketing, its implications, and why it is not the best strategy for businesses in the long run.
What just happened?
Maggie Wilson posted on her IG Story on September 26 a screenshot compilation to call out influencers and organizers who are allegedly participating to do a smear campaign against her brand, Acasa Manila. In the screenshot, organizers created a group message where chosen influencers instructed to create a video content to show that her furniture company was a “scam” and they would get paid up to Php 8,000 once they did the video content. Now influencers and organizers will be facing legal charges while other influencers post an apology video that they admit the video content was scripted.
What is Negative Marketing?
Negative marketing is a strategy that involves attacking or discrediting competitors, sometimes resorting to false information to tarnish their reputation. Such tactics can damage a brand’s reputation and, in some cases, lead to legal repercussions for those involved.
Why Negative Marketing Isn’t the Best Strategy:
- Ethical Considerations: Negative marketing raises ethical concerns. Attacking competitors or individuals, such as politicians, celebrities, or CEOs, goes against the principles of fair competition and honesty in business. Consumers value transparency and authenticity in brands, and such tactics can undermine trust.
- Reputational Damage: Negative marketing can backfire, causing severe reputational damage. In the case of Maggie Wilson, her decision to expose the influencers behind the disinformation campaign led to widespread support for her and a backlash against the influencers. Negative marketing can quickly turn into a PR nightmare.
- Legal Consequences: Engaging in negative marketing can have legal consequences. False statements and defamatory content can lead to lawsuits, as seen in cases where individuals or businesses have sued their attackers for spreading false information.
- Negative Brand Image: A business employing negative marketing strategies can develop a negative brand image. Consumers often associate such tactics with desperation and a lack of confidence in the quality and value of the products or services.
- Short-Term Gains, Long-Term Losses: While negative marketing might yield short-term gains in terms of attention and visibility, it typically results in long-term losses. Building a brand on a foundation of trust and authenticity is more sustainable and rewarding in the long run.
Negative marketing is not the best marketing strategy for businesses. It may offer short-lived gains in terms of attention and visibility, but the long-term consequences, including damage to reputation, legal consequences, and negative brand image, outweigh any potential benefits. In today’s highly connected and socially conscious world, consumers value transparency, honesty, and ethical business practices. As a result, businesses are better off focusing on positive marketing strategies that highlight their unique value, rather than resorting to tactics that aim to undermine competitors or individuals. In the end, building a strong, ethical, and authentic brand will pay off in the long run.
