Last week's post was so much fun, I've decided to continue the conversation…sort of.
If you haven't read What Do YOU Deliver?, you should. It spurred the highest number of comments for any of my blog posts in the 3 1/2 years since I began Two Hat Marketing. A very high number of public comments and private emails agreed the Water.com picture was a bad attempt at using sex to sell bottled water. Many comments were very funny. Several thought it was inadvertent and exactly two people said there was nothing to see (one of them doesn't really count as he just enjoys disagreeing with me all the time). One person, apparently a stalker who somehow got my cell phone number, called to say she thought it was an attempt at being funny. I've blocked her number.
Frankly, the Water.com graphic was a silly and amateurish attempt at using sex to sell water delivery. Whether the people in charge did it purposely to be funny, I don't know. But SOMEBODY approved photographing a woman dressed in a tight sweater, high heels, and suggestively posed at an open door. No question this is very tame attempt to use sex compared to many other advertising today, but an attempt nonetheless.
Now look at THIS photo I took two weeks ago in a Las Vegas Hilton Men's room. (Be sure to click on the photo to see a large version.)
Is THIS an example of marketing?
Obviously, I want to read your comments. (And please submit them below in the Comments section instead of emailing me.) But from my perspective, yes, this is marketing. And more to the point, I believe this is actually GOOD marketing.
Why do I say that? I have a couple of reasons.
First, I believe the purpose of business is to create and maintain long-term, profitable relationships. Marketing's job doesn't end after you've created the relationship. Marketing's job is to also help maintain that new/old relationship.
Second, and this is a big one — a satisfying experience, when RICHLY IMPRINTED, wants to be repeated. In other words, the Experience IS the marketing. In fact, it's your BEST marketing.
I don't think it's a stretch to say that when people go to Las Vegas, they have very different expectations than when they go to New York or Chicago or Orlando, or any other major city in the US. Las Vegas is Sin City, baby! What happens in Vegas STAYS in Vegas! Las Vegas is naughty! And everywhere you look reinforces that perspective…the Las Vegas brand!
Well, almost everywhere. The Hilton figured out that their Men's Rooms were not reinforcing the brand. But, eventually, every man is going to spend time in the Men's Room, so why not include that in the Las Vegas Hilton Branding Experience? Voila! Life-size photos of beautiful women above the urinals "checking out" the guys!
Unlike Water.com's misguided attempt, this is clearly congruent with the branding proposition of Las Vegas. It speaks directly to the mindset of most Las Vegas visitors and maybe even enhances their expectation for the Vegas Experience. I dare say, most men using that facility told their friends about it, and I wasn't the only one taking pictures.
So yes, the Hilton Men's Room is a good example of marketing, while Water.com's is not. Matching all potential messages and enhancing experiences (however mundane and obvious) with your exact right target market is a great formula for success.
If you're marketing like Water.com, stop right now. It's stupid and you're prospects are laughing at you. If you're marketing like the Las Vegas Hilton, good for you. Do more of it.
Oh, and for those of you who want to see this Men's Room — walk through the Las Vegas Hilton's casino towards the Benihana Village and the Las Vegas Convention Center. Go past the Village and down some short steps. On your right are the Men's and Women's Rooms. Sadly, the Women's Room doesn't have a similar motif. At least that's what the women I talked to said!
Hi Steve,
I’m very impressed with your blogs.
Obviously, this is a very well done example of locker room humor and totally appropriate to Las Vegas…though it would certainly be out of place at the Waldorf or Plaza in New York.
Sometimes, though, you have to be careful using sexy images even when they are representative of the product your customers will be ordering.
An example is with model photographs. Many models, both female and male, have very sexy nudes or near nudes in their portfolios. But a lab promoting the printing of photos to models would be better off using G rated “girl next door” type photos rather than the hot ones. Why? Because some model photography is of children and we still live in a fairly Puritanical country. Wholesome will offend nobody and won’t cut down sales if it represents what is being delivered.
There’s no doubt that sex sells. You just have to be sure you’re selling it in the right place. When in doubt, PG or PG13 should be the choice.
I’m not a fan of the water boy ad… however, it got peoples’ attention. I think the water boy ad is much like a “fad.” It might get a decent amount of exposure quickly… but it doesn’t build a lasting relationship with their clients… and even turns some away, causing that spike of exposure to turn around just as quick.
The bathroom wall in the Vegas Hilton is more of a “trend.” It was done well and does build a relationship… a place for people to return to on other trips to show new friends. When someone talks about a story of the “Hilton” – you’re sure to share this story. It also sets a “fun” expectation for other Hilton bathrooms… what will be in the Hilton bathroom in Chicago?? You might just choose to stay there to see what the theme is there?
Why is it wrong to photograph a woman in pants and a sweater waiting for a delivery of water but it’s OK to photograph women in low cut shirts with their clevage exposed . . selling WHAT? What is the Hilton actually marketing?? Do men really think, “I want to stay at the Hilton because they have sexy ads in the restroom that compliment my junk?” Steve, you’ve really created a double standard here.
It’s Vegas’s style – I’m just curious did any one notice the 1st woman and the last woman are the same person?
This is not a double standard, Linda. Las Vegas sells “naughty,” and the Hilton is being very congruent to that branding proposition. As such, this is a good example using the experience as a marketing tool.
This is not a double standard, Linda. Las Vegas sells “naughty,” and the Hilton is being very congruent to that branding proposition. As such, this is a good example using the experience as a marketing tool.
This is not a double standard, Linda. Las Vegas sells “naughty,” and the Hilton is being very congruent to that branding proposition. As such, this is a good example using the experience as a marketing tool.
This is not a double standard, Linda. Las Vegas sells “naughty,” and the Hilton is being very congruent to that branding proposition. As such, this is a good example using the experience as a marketing tool.
This is not a double standard, Linda. Las Vegas sells “naughty,” and the Hilton is being very congruent to that branding proposition. As such, this is a good example using the experience as a marketing tool.
This is not a double standard, Linda. Las Vegas sells “naughty,” and the Hilton is being very congruent to that branding proposition. As such, this is a good example using the experience as a marketing tool.
This is not a double standard, Linda. Las Vegas sells “naughty,” and the Hilton is being very congruent to that branding proposition. As such, this is a good example using the experience as a marketing tool.
This is not a double standard, Linda. Las Vegas sells “naughty,” and the Hilton is being very congruent to that branding proposition. As such, this is a good example using the experience as a marketing tool.
This is not a double standard, Linda. Las Vegas sells “naughty,” and the Hilton is being very congruent to that branding proposition. As such, this is a good example using the experience as a marketing tool.
This is not a double standard, Linda. Las Vegas sells “naughty,” and the Hilton is being very congruent to that branding proposition. As such, this is a good example using the experience as a marketing tool.
Steve,
Thought provocking column. Marketing to one is not always the same as marketing to another. Someone may react to humor as opposed to serious in portraying a message. The key always is: did it create the desired result (increase in phone calls, emails, people in the front door, etc)? Great bathroom mural and appropriate for Las Vegas.
Well, I don’t know about you, but I’m using the one with the tape measure.
Very interesting marketing, that makes it fun for the guys. The ladies room should have a picture of an attractive, well-dressed gentleman to look at as you open the door to exit the restroom.
I loved this from the moment you sent the picture to my cell phone. To me, it’s appropriate given the place – Vegas – and the place within the place – a mens’ bathroom. Whereas the Water.com picture was stereotypical sexism that was out of place, this picture was creative, funny and unexpected. And yet a great fit.
Steve,
You got to love it. The Hilton in Reno, NV has the same photo. For another experience I was in Austria two weeks ago for a meeting. The meeting was held at the Retter Hotel and Spa. What a great place. It had everything. When you went into the men’s bathroom they did not have separate urinals but a whole wall in which were the “EYES” of famous ladies like Marylin Monroe, Jenifer Lopez, Madonna and such looking down on you. Another place is the Madonna inn in San Luis Obispo, CA. This place has a men’s room with a very fancy urinal made from copper that when you broke the light beam the water flowed. A lot of guys took their wives in because of the uniqueness and beauty.
Steve, I agree the Las Vegas Hilton men’s room ad is good marketing. However, this is not actually “Vegas” marketing. I’ve seen this exact same advertising in a men’s room in a bar where I live in Minneapolis, so this advetising can work in any city given the appropriate location.
Four short words sum up what has lifted most successful individuals above the crowd: a little bit more.