{"id":1752,"date":"2007-08-21T18:19:00","date_gmt":"2007-08-21T18:19:00","guid":{"rendered":"http:\/\/blog.beliefnet.com\/deaconsbench\/2007\/08\/a-stunt-that-bombed.html"},"modified":"2007-08-21T18:19:00","modified_gmt":"2007-08-21T18:19:00","slug":"a-stunt-that-bombed","status":"publish","type":"post","link":"https:\/\/www.beliefnet.com\/columnists\/deaconsbench\/2007\/08\/a-stunt-that-bombed.html","title":{"rendered":"A stunt that bombed?"},"content":{"rendered":"

<\/a>A billboard for storage space in Manhattan has been generating a lot of buzz — most of it negative. After the Catholic League criticized the display, others starting arguing about it and taking a closer look<\/a>. The consensus now? If the storage company was looking for some good PR, it blew it:<\/p>\n

Naturally the ads have found support from abortion-rights organizations like NARAL Pro-Choice America, which praised the storage company’s bold billboard and questioned why anti-abortion groups like the Catholic League have taken such offense. <\/p>\n

“I’m not quite sure what they’re offended by,” said Mary Alice Carr, NARAL vice president of communications. “If they’re offended by the fact that there’s a coat hanger on it, I’m similarly offended that women have to use nonsterile instruments like coat hangers when they don’t have a right to choose.” <\/p>\n

NARAL said it supports the ad because it raises an important issue that can all too easily be swept under the rug outside of election time. <\/p>\n

“We applaud anytime a company is going to wear their values on their sleeve or on their billboard, reminding people that a woman’s right to choose is under threat in this country,” said Carr. <\/p>\n

Carr said the ad has drummed up more support for the abortion-rights cause than any protest or organized event could achieve. <\/p>\n

“We can continue with our pro-choice group demonstrations, but this has gotten more attention in two days than I’ve seen the issue get in a long time,” said Carr. “I think it’s a positive thing.” <\/p>\n

While the coat hanger billboard may be generating a lot of political buzz, advertising experts said it’s probably not doing much for business. <\/p>\n

Simon Sinek, a professor of strategic communications at Columbia University and CEO of Sinek Partners, a marketing consultancy firm, said the ad is actually just bad marketing. <\/p>\n

“From an objective standpoint it’s bad advertising,” said Sinek. “It doesn’t communicate anything of any value to anyone with regards to the product of their service.” <\/p>\n

Sinek says this ad screams publicity stunt, but he doesn’t think the response has been exactly what Manhattan Mini Storage had in mind. <\/p>\n

“Stunts have one purpose only, to generate PR,” said Sinek. “If [Manhattan Mini Storage] viewed this as a stunt and knew it would generate publicity, then why aren’t they taking calls?” <\/p>\n

McCaffrey and the Catholic League echo Sinek’s criticisms. “We think this sort of marketing ploy will work against them in the end,” said McCaffrey. <\/p>\n

Abortion-rights advocates, however, said the ad will no doubt boost business, adding that the storage company is clearly familiar with its left-wing, New York audience. <\/p>\n

“In New York City and New York state, we’re a pro-choice city and a pro-choice state,” said Carr. “Pro-choice people get behind a company when they share similar ideologies.” <\/p>\n

Sinek believes that in the end, Manhattan Mini Storage lost a chance to generate publicity for its company. “They blew an opportunity. It’s bad marketing that they could’ve turned into a good PR stunt,” said Sinek. “It seems lame that somebody came up with an opinion and they didn’t think of anything beyond that.” <\/i><\/p><\/blockquote>\n

There’s an old saying: there’s no such thing as bad publicity. But I think there is when you end up offending a significant portion of the population — and when you use a tactic that is patently tasteless, to boot. <\/p>\n

Photo: from ABC News <\/i><\/p>\n","protected":false},"excerpt":{"rendered":"

A billboard for storage space in Manhattan has been generating a lot of buzz — most of it negative. After the Catholic League criticized the display, others starting arguing about it and taking a closer look. The consensus now? 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