Boobs – Sometimes they are appropriate

Take a look at this Youtube channel here

Okay, so luring adolescent young males with scantily clad and attractive bikini models to a message isn’t new. The genius of this production is just how effective it has been.

Believe it or not, the lure they have used which just happens to be boobs in this instance is entirely appropriate for the audience they are targeting. If you visit the website the show is trying to draw traffic to you will notice that it is yet another tech gadget/gaming site, sort of a geeky web version of FHM if you will. Traditionally the audience for such sites has been teenage boys through to men in their early twenties.

While the use of scantily clad models to read the news off an autocue has been done to death and is hideously cliched it is working like a charm in this instance. The Pimpdailydose channel has been operating for barely six weeks and already has over half a million views and over five thousand subscribers. I would definitely call this a massive success to generate so much buzz in such a short period of time. The market segment that the Pimp.tv website is in is immensely crowded and they are standing head and shoulders above the countless number of lookalike sites that are their competition thanks to the clever strategy that is this Youtube channel.

Pimpdailydose channel's stats

Several points I took away from the success of this channel:

a. Even though it may have been done before (boobs on youtube), you may be able to do it better.

This is the highest quality production of scantily clad presenters I have seen.

b. Create content that will appeal to your audience.

The simple concept of having scantily clad presenters was entirely appropriate for the target audience of males aged in their teens to early twenties.

c. Capture your audience’s attention FIRST, then deliver the message.

Bit of a no brainer this one but I have seen many marketing dollars wasted on clever creative THAT FAILED TO CAPTURE THE AUDIENCE’S ATTENTION FIRST.

I have seen many clever campaigns by clever people deliver clever messages cleverly YET STILL FAIL. When an advertising creative spends weeks to months on a single campaign they tend to lose their objectivity and forget just how much clutter there is out there fighting for your attention. If you do not grab an audience’s attention within seconds then they are unlikely to find and read your message no matter how important it is.

I spend more time on trying to stand out from the crowd first before delivering my message. Take this site (malgordon.com) for example. Most online marketing consultants use the same template and formulas for their website because they think that’s how your website has to look to be considered a marketing consulant. Their websites usually take the form of a blog which upon first glance is OVERLOADED WITH INFORMATION. Because they have to appear super connected there will be embedded Facebook and Twitter boxes to generate even more noise and clutter as well as lots of images to connect to Facebook, their Twitter and Linked IN accounts and whatever else is the flavour of the moment.

This information overload is actually immensely off putting to their time constrained baby boomer aged audience though none of them seem to have noticed or cared in their race to have the biggest, most gadget loaded sites.

I opted for a less cluttered and minimal look to this site because:

a. It is an island of calm in the sea of busy that is the net
b. I feel it will appeal more to my mainly baby boomer aged audience of small to medium sized business owners/operators, and
c. It looks completely different to all the other online marketing consultant websites I know of.

The first impression it gives is that I do things differently. In today’s cluttered media landscape, different = good, different = effective.

Perhaps I should make that my tagline, malgordon.com – because different = good.

Popularity: 29% [?]