With the season of little black cocktail dresses on the horizon, what better way to switch it up than to look at a new application for black.
While “Orange is the New Black” is a hit TV program with many, apparently when it comes to toilet paper, black might be the new white. Who knew? Apparently the most mundane and functional of items, toilet paper, was due for a remake. Enter black to sex it up, making toilet paper stylish and chic. Apparently outspoken American Idol judge, Simon Cowell uses Renova black toilet paper in his extravagant mansions in Beverly Hills and London. Why? Because it’s rare, expensive and well, because he can. There’s even a website dedicated to it: http://www.blacktoiletpaper.org/
But here’s the thing. If you buy some, put it in your bathroom and throw a party, what are you most certain the guests will all be talking about by the end of the evening? You got it – your toilet paper. Why? Because in a discreet manner you’ve pretty much ensured that all guests will check it out at some point, and because you took something unremarkable and made it remarkable through the unexpected they will leave the loo and talk about it. Black toilet paper is word of mouth worthy. And just in case you want to rush out and get some for your next party, or as a guest to plant at someone else’s (wouldn’t that be a hoot during this party season?), here’s a link to getting it on Amazon. It’s not cheap, but if it were, it would be less desirable wouldn’t it? http://www.amazon.com/dp/B0058O3BP4/ref=as_li_tf_til?tag=blatoipap-20&camp=14573&creative=327641&linkCode=as1&creativeASIN=B0058O3BP4&adid=0R82C237XC02587T254D&&ref-refURL=http%3A%2F%2Fwww.blacktoiletpaper.org%2Fbuyers-guide%2F
Toilet paper fun and games aside, there are business applications of this word of mouth marketing technique of making the unremarkable remarkable through the unexpected. Chatting about their underwear is not at the top of the list for most guys. But when Stanfields hired a guy to hitchhike across Canada in nothing but his underwear (in the dead of winter!) in a bid to raise awareness of testicular cancer and funds for the Canadian Cancer Society, folks took notice.
The campaign, known at the “Gitchhiker” featured daily updates on location, the temperature, and of course the underwear he was wearing, on the campaign Facebook app. Fans helped out by offering rides, donating money, and giving him a place to stay. The stunt generated over 47 million media impressions, an 84% increase in visits to Stanfield’s website, and most importantly a 50% increase in sales. Let’s face it, seeing a guy only in his underwear, boots and toque at the side of a snowy road is unexpected. Take an everyday brand like Stanfield’s, with an unremarkable product such as underwear, tie it to a brilliant publicity stunt for a good cause, and it becomes remarkable. Check out a video of the stunt here: http://www.youtube.com/watch?v=dNUUwoQwW2c
So the question to you is this: How can you take something unremarkable about your business, and make it remarkable through the unexpected? Marketing guru Seth Godin calls it the “purple cow” theory. Nobody notices a good old heifer cruising around in the field, but paint him purple and you’ll set off the chatter! So hit reply and let me know what you’ve seen or what you’re doing to make the unremarkable remarkable by being unexpected.
