How scabs can be part of an effective marketing campaign
Ha ha. Hear me out on this one.
Xaarlin loaned me a few issues of Trail Runner to see if they are the in between magazine I am looking for
(or rather, if they are a magazine that wants me).
I was flipping through the September issue and something immediately stood out to me:
No, not that it’s an article on running skirts (although that’s part of this story). Look closer:
Whoa. That model legit has a scab on her leg! Now, whether it’s added on or real… it’s definitely something I, as a reader, can relate to! We are probably to presume her scab is from trail running, not scratching mosquito bites (like me), but whatever – the “that could be me!” thought involuntarily kicked in.
And I say involuntarily, because running skirts are not something that interest me. In fact, I would have just skipped this article, had the scabby runner not been on the first page. But having a model with a scab (or adding it) made me stop, look at all the other models (she was the only one with one) and look at the skirts (all too short for me, except the one that has capris under it) and think about which ones would work for me – and I don’t even like running skirts.
I’d say that’s effective marketing (and it’s not even a traditional ad!).
Also, I’d say that so far, Trail Runner and I are off to a decent start. I need to read a bit more though.
Would seeing this model have had the same effect on you – or would you not have noticed at all? What stands out to you in marketing campaigns?
Now if she had messy hair too… maybe I would get a skirt. Ha ha.
Themocracy
the other thing I noticed are the indentations on her legs, from sitting or something. I normally get them from my laptop, but hers are too low
I thought two things before the scabs- good color coordination, and she is wearing a long sleever and a skirt? What weather is this!
I don’t see it having the same effect on me or even have noticed.
What would stand out for me? when the page paper is thicker and messed up my ability to flip through the magazine
Ha ha. It is funny you mention long sleeves with a skirt, because in another issue I was browsing I saw someone running in snow capped mountains in long sleeves and shorts, and I thought about the combo. I tend to wear more on my core then legs though.
I have actually had thicker ad pages. It bugs me and I usually rip it out!
I’m a long sleeve + skirt/short kind of person on a regular basis – gotta keep the core warm! And my legs are full of scabs, scars and bruises…
I LOVE LOVE LOVE that she doesn’t have perfect legs!!
I enjoy Trail Runner. I’m trying to remember if I noticed this in that issue or not. I think I saw it but didn’t really think too much of it.
I’m not sure I would have noticed if I was flipping through the magazine but based on the magazine title, my first thought when I saw it was ‘trail runner’.
At first glance I would notice her outfit, thinking to myself that is a unique color combo and LOVE those shoes 😉 At second glance, I would have noticed her scab. I often read these articles about running skirts as this culture interests me. Unable to find a running skirt that doesn’t get lost in my girl parts I’m in awe of all these women running around in skirts without issue.
In ad campaigns I look for woman who resemble how I see myself. If I’m able to relate to them on a visual level I’m more willing to give the product/cause my attention. This selection process is most noticeable when searching for a bathing suit. I’ve never bought a bathing suit that had a larger breasted model was wearing. I can’t relate, therefore I won’t give it my attention 😉
I think those are the Solomon shoes most of the EFiters have? Yes? No? Am I crazy? (yes)
Now that you mention looking for people you can relate to, I am thinking of how I have purchased from a lot of smaller companies because they seem to use real people. I think Another Mother Runner is great at that.
LOL! I bought a suit this weekend and didn’t realize until I was in the pool that the bust was WAY too big!
Yes, those are Solomon shoes. I tried Miss Dawn’s and found them too bulky. I love the colors, though 😉
LOVE Another Mother Runner 😉
ALWAYS, I repeat, ALWAYS, check the bust of all prospective swim wear!!! Trust me 🙁
That is pretty awesome, I agree!
I’ve subscribed to TR since issue 2 (they sent me issue 1 for free), think they are approaching issue 100. Not read the current issue but did skim through it although didn’t look at the skirt article but you made me go back and look. I was wondering if the models were actual trail runner as they often use runners who names I know from trail and ultra world but none where listed. Now Runners World would never have let that one in. Yeah I do get RW but only because it is cheaper to subscribe for the odd good articles (hey where is there once a year trail issue – maybe they lost that sponsor!!)
Oh yeah! A REAL person!! (At least I hope it’s real and not a paint on scab!!)
I’ll have to check out that magazine! Although with school starting in a week, I probably won’t have time until December…ugh.
But yeah, I do notice things like that!! I like to see people that look real, like real runners! I know those pros are always so fit and trim, but most of us are not built like that! When I see pics like that I feel like I can relate better to them!
Totally checking that out!!
NO! Not back to the lost land of school! 😛
There’s a Trail Running magazine?!?!? Where have I been?
I hope that scab is real…if it was fake I would just be weirded out that they added it. I’m guessing it’s real…
LOL! IKR? That is how I felt. 😉 It seems decent. Less articles and a few more ads, but nothing annoying. 😉
That’s an interesting way to look at things. I think you’re right that they’re trying to appeal to the reader, as most of us have scabs or cuts on our legs from something. But, I don’t think I would have noticed it. I’m not sure what that says about differences in perception or what we look for when reading a magazine. But that being said, I would LOVE to read this article because I love running skirts. Lululemon has a great one that I own two of and swear by year round. The only hesitation I’d have in this magazine is that I’m not a trail runner. In fact, I’ve never run on a trail before at all. Does it appeal more to people who sometimes find themselves doing some trail running?
I think the skirts can be road or trail, but the overall magazine might be boring if you are not in to trail running. Are there any trail races in FL? 🙂
I will notice a clever tv commercial more than a print ad. I think at least. I haven’t come across a print ad that has ever jumped out at me like that. I do appreciate good advertising though so I like that it for your attention that way. That is clever to include a model in a trail running magazine looking like maybe she actually is a trail runner.
Oh I love it. First of all, it’s so much more realistic. The world needs more of that. And it makes her seem like a legit runner, and that would make me a little more likely to trust the article.
Nice catch! And, yeah, it’s nice to see real people as “models” for a running magazine. You know, people who run!
I’m still opposed to running skirts, for myself. I know that there are some wicked fast people who sport them, but they are not for me! Those shoes, however, are awesome!
I might not have noticed the scabs at first but I did notice that she was a real, relatable looking woman – as opposed to sinewy, Kenyan-esque runner.
I sometimes like skirts but find chafing to be an issue.
Squeeeee! I’m glad you and TR are off on the right foot 🙂 Wow. I just love that the “model” in that photo looks like a real women/athlete and not some skinny chick in running clothes “trying” (too hard) to look like a runner with no muscle tone. I wonder if the scab/scratch is legit? I’m not a fan of running skirts (almost bought the plaid Lulu one…) but that article made me think why not give it a try? (I don’t like them because too much extra material. I don’t care if my butt hangs out in my current shorts. ) hmm. I’m more sold on stuff in ads when I can relate to the model or if the model looks like a legit badass balanced athlete.
I bet you would look cute in a skirt, but it would probably have to be more for “fun” that for a goal race, you know? Which I think is why some people don’t like skirts – too much focus on the cute. My reason is just that they need to be longer, since my legs are thicker and the short ones look … not so great on me 😉
I don’t know if that would make me want to buy a skirt, but it would make me respect the magazine for giving us a real runner!
Love it! I too love that she looks a legit runner! However, I’m not sold on the idea of running skirts. I prefer my Nike tempo track shorts. Perhaps I will consider a skirt for a themed Halloween race.
I don’t like running skirts (as a principle, let’s not get onto that…), but I do like the angle that they took here. It’s not about being pretty and feeling girly while running…I like that. I also like that she doesn’t have super long, thin yet muscular legs like in many running pictures. She’s certainly still in shape and not fat by any means, but she looks just like the rest of us! Strong work, Trail Runner.
I’m not sure if I would have noticed or not. Now that I’ve read your post, of course, I’m like “WHOA THAT REALLY STANDS OUT.” Honestly, I probably would have been feeling too judgmental about the running skirt to even read the article. And that’s why I’m a horrible person.
LOL! Why are you judgmental about them? Do you think they are more for looks than utility?