REAL WORLD MARKETING

Miscellaneous observations from an educational communicator’s perspective

Reverse psychology On the way to a client meeting, I spotted this unusual billboard. I immediately wondered, who is Steven Singer, and why is he so hate-worthy? When I visited the website, I understood. Steven Singer is a jeweler in Philadelphia who won two Philadelphia Advertising Club’s ADDY awards for excellence in advertising. The original customer who declared his hatred for Steven Singer was a man who gave his wife a Steven Singer diamond ring for their 20th wedding anniversary. The couple ended up with a surprise late baby as a result, and while the wife loves the ring, the husband was not too excited about having a baby in the house after their other kids were grown. This campaign is a great example of reverse marketing tactics that work. The love/hate angle is memorable. And isn’t that the goal of advertising?

Contributed by Katie

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