An unapologetic way to your audience’s heart
Trojan Horse marketing has found its anchor in modern advertising and sales practices. What does it have to do with the Odyssey or Greek mythology you ask? It’s a metaphor for a common but strategic form of masking a marketing message’s true intent.
An audience is at their peak attention when they are engaged and emotional and marketers have capitalized on this pattern just as Odysseus did back in the day.
As the tale goes, following a failed siege, the Greeks infiltrated the Trojan city by offering their enemy a decorated wooden horse (which had been filled with Greek soldiers) just as they coincidentally sailed away in defeat.
As legend has it, many of us also feel besieged by certain marketing ploys or offers. But can we fault a brand for carrying an excellent message our way?
Conveying emotional response in marketing and business is no easy task. Excellent marketers may rejoice to know they’ve cut through the fat and found the intention-rich kryptonite within their audience.
At the same time, so many of us are growing acute perceptiveness of what is a bait and what is really an honest business offer/message.
There is no clear indication of the intention of the message matches the impact. How these tactics are received and digested by customers is another risk companies have to take when working on this strategy.
Capturing emotion in order to navigate a customer down a sales funnel can also seem disingenuous in a particular context.
If we are effectively communicating a message or getting people through the door by all means we are doing our job as marketers and we cannot be faulted. If the methods of delivery contain caliber content delivered with real “emotional contagion”, well then I’d say a majority of businesses are also providing a fair exchange with their customers.
There is a fine line we should draw when tailoring “Trojan Horse” marketing for our customers. What is it they require? Are we providing it?
By priming our efforts from a customer-centric lens, we can ethically continue to deliver emotional storytelling while actuating engagement and eliciting sales.
Marketing is an artwork and all art has a hidden message.