When you think of ways you want customers to describe your product or service, you'd probably want them to avoid that most dubious of superlatives: The Worst. But in a post at the Influential Marketing Blog, Rohit Bhargava says the Hans Brinker Budget Hotel in Amsterdam has for 15 years promoted itself as "the worst hotel in the world."
It's no joke. According to Bhargava, the hotel—which caters to cash-strapped backpackers—offers photographs of chairs placed on walls rather than actual chairs, and has an erratic supply of toilet paper. The marketing strategy has a twofold purpose:
- It lowers expectations so dramatically that travelers don't feel cheated. "Some frequent fliers expect to be upgraded to a seat they didn't pay for," notes Bhargava, "and then get angry when they are not. Patrons of luxury hotels expect perfection, and often feel justified to complain about any little thing, no matter how small."
- It appeals to its target demographic. "After all," he says, "what twenty-something wouldn't want to return home to boast to their friends and family that they stayed in the worst hotel in the world while in Amsterdam?"
Bhargava's Marketing Inspiration is simple and pragmatic: "Sometimes being honest and giving people something to talk about is the only thing that really matters," he says.
More Inspiration:
Paul Williams: How to Break the 'Curse Of Knowledge'
Paul Dunay: Is Twitter the Next Channel for Contact Centers?
Erik Bratt: Take Our Short Social Media Measurement & Monitoring Survey
by Christina "CK" Kerley
Comments
by Brian Fri Jun 19, 2009
Hmmm, maybe this is the idea behind a hospital in South Florida that claims to all who go through itswalls that "We are committed to offering very good service." Not "excellent" or "the best" -- "very good". I don't know if it fosters confidence in patients or staff, but it doesd get one's attention.
by Tony Wanless Fri Jun 19, 2009
I once knew a CEO who rallied the dispirited troops in a new market space by pointing out that "We suck less!" than competitors. It worked.
by Tia Dobi Sun Jun 21, 2009
This posting gets my first 5-star Marketing Profs rating for these 2 reasons:
#1 - Lives up to its name/brand behaviour as being a quick read. Plus offers the best sales gig on the planet: a real-live example.
#2 - Hans Brinker Budget Hotel simultaneously lives up to its brand with its messaging - which is naturally true as well (it would have to be). Remember, "brand" is a synonym of "behaviour." So the hotel is acting in the most perfect way to attract only it's target (perfect) customer.
Trusthworthy. Now i wonder, would they take an over 20-something like me? :-D
A quick, helpful and fun read. (Does that match Marketing Profs brand? Maybe!)
Peace and profits,
Tia D.
Hypnotic copywriting and niche marketing that sells more
http://www.twitter.com/tiadobi