In case you haven't noticed, MTV’s new reality show, Jersey Shore, is creating quite a stir. The latest drama occurred this week when the actual Jersey shore community, Seaside Heights, rejected the show's depiction of the seaside town claiming it portrayed the population as skimpy, rude party goers. Still, even with the controversy, this reality show about 20-something Italian Americans living in a posh beach home continues to thrive in conversation online.
If you have never been to the city of Seaside Heights in the show, it’s hard to imagine the culture being portrayed, so I can see why everyone is so curious (and why many families in the community are concerned). No matter how you feel about the show, Jersey Shore has developed a passionate niche audience and culture which has spawned a boat-load of conversations.
Since I’ve spent time living and working on the Jersey Shore, I felt qualified to share a few good marketing lessons that can be derived from MTV’s Jersey Shore phenomenon.
With that being said, I want to assure you that I don’t have orange skin or six-pack abs.
Add Some Personality To Your Marketing Mix.
I’ve heard break downs on each cast member of the show, and it didn’t take me long to realize that they stand-out because each person is a character. One even refers to himself as “The Situation." By having a distinct personality in your marketing mix, your audience will feel like they are interacting with a person, not a faceless company.
Be a Little Controversial.
I doubt anyone thinks that MTV was clueless about possible reactions to their use of the word “guido” and that video of a female cast member being punched. Though it's only been on a short time, Jersey Shore's steady stream of controversial episodes has generated a large amount of press for the show and spread the word far beyond their usual audience. While I don't suggest filming people getting punched to attract a conversation about your business (unless it's 1,000 frames per second with your coworker's permission in controlled conditions), I do think it's important to step out of the box every now and then and drum up some controversy. One of my favorite SEO/Branding bloggers, Lisa Barone of Outspoken Media does a great job of using controversy in a good way.
Capitalize On Buzz-Worthy Conversations.
In the past 3 days, I’ve received a number of emails about the Jersey Shore Name Generator and Alyssa Milano’s “Evolution: Jersey Shore” video (which is a spoof on Jersey Shore AND Dove's Campaign For Real Beauty.) In both cases, the marketing teams at Unlikely Words and Funny Or Die are capitalizing on the buzz around a current event or trend to draw in traffic. Create your own content that references the topic for your own purposes. (*cough, cough*)
Ultimately, it is hard to determine what will grab the attention of your target audience. But, when something shows up on the cultural radar, smart marketers should take a step back and analyze what they can learn from it.
Now it’s time to do more sit-ups.
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