Tackiness times ten…billboard size

Yes. Someone actually thought this was a good idea. As for the impression this is a professional, upstanding auto dealer…? Uh, maybe not so much.

The lesson: You may think an edgy phrase is funny, but will potential customers—for whom your marketing attempt will provide a first impression—agree? What I take away from this is a room full of back slapping, under-educated ”adults” (using the term loosely) more focused on snide jokes during happy hour than on providing top drawer customer service.

Next time you’re tempted to run an out-of-the-box campaign, ask yourself the following questions:

1. Sure, it may appeal to one particular demographic, but is that the only demographic you sell to? Something as outlandish as the billboard above might click for the 20-somethings, but how many car buyers—especially high ticket car buyers—are over 40? Over 50? Over 60? The higher the age, the lower the tacky factor flies.
2. If the campaign tanks out of the gate, how fast can you pull it? Online ads can be altered pretty fast, but something on a billboard has longevity. Send it out in email, and you might just be setting yourself up for a viral disaster as current customers delete your mailings, then mark you as spam.
3. Will the campaign reflect negatively on your employees? Will any potential push back land in their laps? How many of them want to be in the line of fire defending your decision if complaints come in? Ask them. If even one person hesitates or squirms, rethink your plans.

I’m not saying edgy marketing messages don’t work…just that sometimes, that edge is pretty sharp, and can slice both ways. In the words of home remodeler Bob Vila, “Measure twice, cut once.”