The basic idea of great marketing is to make anyone look curiously at your marketing campaign. Vijay did it well. He replaced a cover of street drainage hole with a circle barbecue grill on a road with a spatula on the grill and he wrote some sale words and his phone number just near by the grill.
It was not a plain marketing campaign. Other marketing campaign appeared on brochures printed with great design. However, ordinary marketing tools would end up ignored by the target audience. People do not pay much attention to anything ordinary. Wind passes by anyone face almost every minute, but explosion comes almost never. Thus, when it comes to explosion, people get shocked and they want to know what the cause of the explosion was. Brochures are the wind, but street drainage hole cover replaced barbecue grill is an explosion. People who see it will get surprised and they will be excited to call the number.
Before closing our discussion, you might get amazed that this marketing idea could lead to something dangerous but still provide wonderful effect on the marketing campaign. What is that? Suppose that this idea was breaking the law that this was supposed to be not written or done on the street and Vijay would be jailed due to his action. This trivial breaking-the-law action would attract the eyes of paparazzi because due to this simple thing Vijay had to stay in prison. Soon, this ridiculous thing would spread out to the society and thus people would talk about Vijay and his marketing campaign. Fortunately, that prosecution would only make Vijay and his marketed product become popular.
This crazy marketing idea is much more attractive and works much better than brochure and TV ads.
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