Stealth Marketing: Examples, Advantages and Disadvantages

In a digitalized world, it might be surprising to hear that word-of-mouth marketing can often give content marketing and email marketing a run for their money. Of all the word-of-mouth marketing tactics, stealth marketing is extremely efficient.

 

If there’s something that may unexpectedly conjure some of your happiest childhood memories, it’s the shopping cart. Whether it reminds you of shopping with your parents at the grocery store or riding one around the parking lot, the shopping cart can spark some big nostalgia.

 

But what if you informed you of the widespread use of the shopping cart and, in turn, some of your memories linked with the supermarket staple never would’ve happened if it weren’t for some savvy marketing?

 

A subtle and oftentimes underutilized advertising tactic is stealth marketing. It’s a way of advertising a product without people noticing it. In this essay, we will discuss what stealth marketing is, how it works, and some interesting instances you may have never considered. 

 

But this particular marketing approach is not strange because these forms of product marketing & advertisement occur in day to day lives of a consumer. Only the difference is that consumers don’t comprehend that they are being marketed. So, read through the post for more information on Stealth Marketing Tactics.

 

What is Stealth Marketing?

 

Stealth marketing is advertising a product or service to a person without their knowledge. It is a low-cost method that can be extremely beneficial to a firm, but there is an ethical concern with stealth marketing.

 

Stealth marketing, often known as buzz marketing, refers to any marketing method that promotes a product to consumers without their knowledge. There are numerous ways for stealth marketing, with product placement and undercover marketing being the most common. 

 

The primary objective of stealth marketing is not to drive immediate sales, but rather to develop curiosity and excitement that makes consumers more susceptible to direct advertising in the future. It fits the expression "flying under the radar." It influences consumer decisions without letting them know they are being manipulated.

 

Undercover advertising is a subcategory of guerilla advertising. For instance, prior to the release of the film "King Kong," gigantic King Kong footprints were created on sandy beaches as part of a stealth marketing operation. 

 

This spectacle for the public attracted a large number of individuals who took photos and posted about it on social media. This generated discussion and anticipation for the upcoming movie release. 

 

Examples of stealth marketing include hiring actors to gently promote things to the public, sockpuppeting, paying influencers to post about a product or service without revealing that it is an advertisement, making faux viral videos, and product placement in films.

 

Examples Of Stealth Marketing

 

The practice of stealth marketing is not new. As a result, it capitalizes on the fact that it is not well-known among consumers. Here are some of the most inventive and ingenious examples of stealth marketing methods.

 

1. Blackberry

 

Young women encouraged random guys to enter their phone numbers into their Blackberry devices and offered to call them later as part of a covert marketing operation sponsored by Blackberry officials. This was done to generate interest in the new Blackberry phone models in order to enhance their sales.

 

2. Starbucks

 

Stirring up fake controversy is another approach to deploy covert advertising. The excitement around your product becomes blown out of proportion as the news goes via the media, while marketers cross their arms, sit back and watch the magic. 

 

Starbucks utilized such an approach in 2015 with their dirty Christmas mug series. The controversy was that buyers loathed the cup and wanted it pulled off the stores. In the end, nobody genuinely despised the cup, but everyone knew about it and sales went up.

 

3. Sony Ericsson

 

In the famous 2002 Fake Tourist Sony Ericsson ad for their T681 mobile phone, professional actors asked people to take their picture in front of numerous New York tourist attractions. 

 

As the unsuspecting visitor assisted the actor in snapping their picture, the actor would quietly promote the camera phone by describing its various advantages. The objective of the campaign was to generate excitement about the phone.

 

4. Ray-Ban

 

Product Placement-Ray ban in Top Gun- example of stealth marketing. In the movie Top Gun, the lead star Tom Cruise donned the Ray-Ban Aviator sunglasses in most of the sequences. The product became a major hit after the release of the movie. Also, the sales of RayBan surged by up to 50 percent after the movie premiere.

 

Also Read | A Gentle Introduction to Niche Marketing

 

 

Strategies of Stealth Marketing

 

The two primary strategies of covert marketing

 

1. Product Placement

 

Product placement is a common and non-traditional kind of advertising that allows brands and businesses to promote their products through television, cinema, and other media channels. One of the most prevalent advertising tactics found in TV movies, commercials, and television series in which your firm can pay for media placement of its products. 

 

For instance, Audi, BMW, or any other automobile manufacturer may request that their media business display the cards at the most crucial scene in which the villain is slain by actors exiting the automobile. In addition, there are a few smartphone manufacturers who seek media outlets to incorporate their devices into crucial scenes.

 

2. Undercover Marketing

 

Using covert marketing techniques, advertisers can introduce new products to consumers in a manner that does not appear to be an advertisement. It requires originality and innovative marketing methods. 

 

Consequently, a creative salesperson frequently attempts to market a product without sufficient knowledge. Even if you hear reviews of a new product from other sources, it is still covert marketing.

 

 

Goals of Stealth Marketing

 

Every marketing plan has a target or aim in mind. The main goals are to raise brand awareness, increase conversions, and increase sales, among other things. Other marketing tactics are extremely distinct from stealth marketing. Its goal is to raise awareness among viewers in an indirect way. The following are the goals of stealth marketing:

 

1. Word-of-mouth marketing

 

Word of mouth is essential for any brand. This method has the potential to turn your customers into salespeople and promoters. When a customer is exposed to Stealth Marketing, he or she is more likely to discuss it with others. It encourages others to talk about the product and raises awareness.

 

2. Customer reaction to the advertisement

 

The goal of any Stealth Marketing campaign might also be to build a positive impression of a business before someone sees an advertisement for it. For example, a person might watch a show in which the protagonist drinks Pepsi in one scene. The individual gets more responsive to the advertisement after witnessing the glimpse.

 

3. Arouse Curiosity and Excitement

 

Anyone who has been exposed to the Stealth Marketing method is more likely to be intrigued by it. Customers are interested in seeing what products celebrities use. Rather than advertising first, it is more beneficial to show the products in such movies or series. It piques the customer's interest in the goods they see through Stealth Marketing.

 

Also Read | Hybrid Marketing: Practices, Advantages & Disadvantages

 

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Strategies of Undercover Marketing

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Advantages of Stealth Marketing

 

Below we’ve mentioned some of the common advantages of Stealth Marketing

 

1. Create Product Interest Prior to Launch

 

For pre-launch product promotion, stealth marketing is an asset. It allows marketers to grab the mindshare of the target group and make them yearn for the goods. As a result, people become restless for the debut and the instant it happens they jump in throngs to take their piece, no matter the price.

 

This further assists the company to receive short-term profits- something that is rare for ordinary businesses. However, while carrying out undercover stealth marketing, marketers must be careful enough to organize their techniques so that it would produce ongoing buzz in the market.

 

2. Product Promotion without Advertising

 

The advertising market is so saturated that registering commercials is a far away idea; people simply don’t bother to look at ads. Hence, stealth marketing is an indirect method of attracting attention. 

 

Due to its originality and innovative presentation, the audience is persuaded and pulls others in return, creating a consumer chain. Hence, on an average when a first-time advertisement gets observed by a few people, stealth marketing has the capacity to fascinate thousands if not more.

 

3. Develop a Solid Customer Base

 

Undercover stealth marketing also gives the marketers an opportunity to understand the consumer group who will be more drawn towards the goods. It may so happen that brand creators have an audience profile which might not come true in real life. 

 

Hence, by presenting products or creating buzz, the company would know about the prospective target group who are more likely to acquire the product. Moreover, while implementing stealth marketing, marketers can eliminate flaws in their approach and filter the most relevant target group for their commodity.

 

4. Build Brand Image

 

Stealth marketing is probably the first step towards developing a solid brand image among the masses. The consumer-brand interaction does not stop with developing interest. It subsequently moves on to brand association then brand recall and lastly becoming a devoted customer. 

 

All things become attainable only when buyers have a first-time excellent impression of the product or brand. It is made thus, by putting into effect such a unique form of propaganda.

 

5. Cost-Efficient

 

While employing stealth marketing tactics, businesses can easily do away with repetitive advertisement exposure. This saves a lot of cash and avoids unneeded investment. 

 

Secondly, they need not shoot in studios or luxury settings with fantastic backgrounds and all that crap. Instead, businesses can construct basic videos using ad heroes or icons, whose presence shall be a medium to generate interest among viewers. This further reduced down expenditures to minimum expense.

 

Finally, although it needs a sensitive approach, it saves a lot of time and work for the marketers. At the same time, it is more hassle-free and convenient. Above all, it ensures optimum application of covert marketing money as buzz and hypes are sure to attract people closer to the company.

 

Also Read | What is Viral Marketing?

 

Disadvantages Of Undercover Marketing

 

Undercover marketing has two sides, and every corporation should be aware of the following potential risks when employing undercover marketing strategies:

 

1. Ethical quandary

 

Consumers who are unaware that they are being targeted for marketing do not have the option to opt out. Because of its misleading nature, undercover marketing is unethical.

 

2. Endangering the brand's reputation

 

The efforts may backfire on the brand, causing potential buyers to abandon the brand entirely. For example, Sony's PSP system promotion campaign took an unfortunate turn in 2006 when it was revealed that the passionate fan videos were created by a paid actor.

 

Stealth Marketing also opens the door to experimenting with marketing tactics that are prohibited by law.

 

3. Losing credibility is a possibility

 

The use of stealth marketing techniques causes a trust issue between customers and marketers. Some perceive it as a form of deception used to manipulate customers.

 

Stealth Marketing is a means by which a firm can develop brand recognition most efficiently. The audience finds the product more reliable when they see it in the movies or series. 

 

This method might deliver better reach and create excitement around the brand. So, the next time you spot a brand, you can know what just happened, Stealth Marketing, of course.