How To Live On $0 A Day: The Next Big Thing In Marketing -- Anti-Social Media

Economic and demographic figures show a rapidly growing segment is tuning out Twitter, Facebook and other social networking phenomenon in favor of isolation, gazing blankly into space and weeping a lot.

The question facing marketers is how to reach the emerging "impoverished isolator" demographic; people who rarely leave their homes, have stopped keeping up with friends and family and often spend several hours a day in the fetal position.

Smart marketers are looking into Anti-Social Media -- any place you can put an ad or logo that reaches an audience that has ceased caring about anything except meeting their most basic needs.

The print revolution

Print media isn't dead, it's just changed location. With traditional media facing extinction and a disheartened, disinterested public, Toilet Paper Messaging (TPM) has emerged as one of the most effective marketing tools out there. Even in a difficult economy, toilet paper users remain loyal with a share holding steady and even growing as people begin using it as a replacement for pricier Kleenex. If you're trying to reach a wide audience, not even a Superbowl ad matches toilet paper's reach. TPM guarantees exposure 3-4 times a day while the Superbowl ad is a seven million dollar, 30 second, one shot. It should also be noted that toilet paper enjoys high viewership during Superbowl ads.

The soft sell strategy

Considering that ever since its introduction, the pillow has consistently averaged at least seven hours a day consumer exposure within virtually every target (A.C. Nielson, June 2007), it's surprising its marketing potential hasn't been exploited sooner. Recent studies show that the time consumers spend with pillows rising at an astronomic rate, with the average now ranging from 8-24 hours a day. The above ad illustrates how placement and messaging can create a powerfully persuasive communication. 95% of the focus group responders said they'd consider Met Life as a life insurance option if they could afford life insurance.

Mobile technology for an audience going nowhere

Twitter, texting and other mobile messaging tools are losing their effectiveness as the public becomes immobilized by debt and depression. Fortunately, new technologies are being fashioned to replace them. One promising mobile device being tested in beta, involves attaching your message/graphic/logo to a string, wire or whatever is handy and hanging it from ceilings. Like its mobile predecessors, it hasn't done much for sales, but top-of-mind awareness numbers are through the roof. It also enhances multitasking abilities by allowing the target audience to engage with a brand while simultaneously staring at the ceiling listlessly.

Comments

[OtayPanky]

During the downturn, no doubt people are doing a lot more self-medication.

So beer cans, bongs, and rolling papers are a natural.

[Lesley Stern - Huffpost Blogger]

True. My pot dealer is thinking about selling ad space on his forehead.

[jdevans]

TV commercials have been touting putting personal messages, photos or advertising on M & M's candy
http://www.mymms.com/customprint/

[Lesley Stern - Huffpost Blogger]

I smell an opportunity here. Print the Pfizer logo on M&Ms and sell 'em on the street as drugs. It may seem a little dishonest, but in the end, the M&Ms are probably a lot healthier than the drugs the buyer thinks they're getting. So you'd really be doing it for their own good. It could be your contribution to the war on drugs.

[Humanistic]

A creative marketer might put discount coupons on TP squares...of course, only redeemable if unused!

[Lesley Stern - Huffpost Blogger]

Interesting idea. But I fear it could cause a nationwide hygiene crisis.

[bertrandofyork]

At home, alone, weary, despondent: I can see where this is headed. Advertising messages will be placed on bullets. And as you end it all, you'll help advertisers achieve nirvana: their message is permanently seared in your brain.

[Lesley Stern - Huffpost Blogger]

What a foolish move that would be. The bullet strategy only works if you want to limit your audience to coroners.

[quindy]

During Bush' years somebody was selling toilet paper with his face on it. Sometimes, simple things give you greatest of pleasure.

[Lesley Stern - Huffpost Blogger]

So true. I've been enjoying my Citicorp toilet paper immensely.

[marinara]

lol

[mytwosense]

I think every bathroom mirror in America should say, er, sell us something, don't you? On that note, why not make it all hand mirrors, makeup mirrors, compact mirrors, rearview and side mirrors, fitness center mirrors, dressing room mirrors, even the ceiling mirrors. What you see is what you'll go out and get. ;-)

[Lesley Stern - Huffpost Blogger]

The mirror is a great idea for the under 30 demographic. The boomers however, are eschewing the mirror as a source of news and entertainment claiming it's just too depressing.

[pbnguru]

With the advances in printing technology, I suggest Kraft selling ad space on their noodles - the kind in the box with the pre-packaged 'cheese' topping. The perfect medium for Goodwill. Just think, a cheap - the cheapest? - meal could lead to a deal on a pair of cast-off Prada bag...

[Lesley Stern - Huffpost Blogger]

Rumor has it, Rupert Murdoch is looking into printing on Kraft Mac and Cheese noodles. It may be the only way to get anyone to read his "newspapers."

[nickyt]

I guess that might make the news a little more palatable...

[lonecrone]

Yes! And how about the same on Ramen noodles?

[Lesley Stern - Huffpost Blogger]

Great idea for long copy ads!

[soupless]

Your Toilet Paper Messaging idea is inspirational, especially when it comes to direct marketing applications. I cannot think of a better medium for the classic direct marketing line, "But wait, there's more!"

[Lesley Stern - Huffpost Blogger]

It's amazing more marketers haven't discovered TPM. It works for short or long messages and it provides a valuable service since people always like having something to read in the bathroom.