Unless you’ve been living under a rock, you may have noticed that the internet has gone UFO and alien crazy right now!
In a recent Mexican congressional hearing, a journalist called José Jaime Maussan Flota (Jaime Maussan) revealed two alleged ‘alien’ mummies to the world. The ensuing media exposure and memes have gone off the scale.
Whether these ‘alien’ mummies are genuine or fake, the journalist and ufologist, Maussan, who has been known to have brought forward suspect alien artefacts in the past may have pulled off one of the largest marketing scoops, ever.
But yet, despite the furore, doubt remains about this bizarre marketing stunt and the project has not yet gained any serious traction with its target audience, the public and the scientific community.
In this article, we look at things entrepreneurs can learn from the promotion of this intriguing alien project.
Reputation
When promoting your start-up or business, it’s not all about the product. Potential customers will want to see that the founder or business itself has a trustworthy reputation. Ensure you garner some decent press before launch that shows you and your company in a good light.
Try and get reputable reviews on your website. Continue to build trust with the public and target your audience with regular releases and articles. Try and secure any relevant industry awards or certifications.
Despite the ‘alien’ mummies getting massive media attention, the public generally remains sceptical despite DNA and CT scans, mainly due to the reputation of the source Jaime Maussan.
Don’t over-hype
Yes, you think your new product or service is great but try not to overdo it with the hype. Most customers have the mindset, “If it’s too good to be true, it probably isn’t any good.”
So, even if your product is genuinely the best in the world, no one will believe it even if you show stats and evidence showing so.
To overcome this, try sharing your product with your audience with a trial period so they can verify your claims. Or provide unequivocal proof from multiple independent sources to verify your claims.
If Maussan had arranged to send samples to all the major labs in the the world to verify his claims or conducted his research under peer review, maybe, just maybe the public and scientific community would be much less sceptical.
The language barrier
If the product you are marketing has a worldwide audience, ensure you have marketing materials that have translations in multiple languages.
Do not assume all your customers speak your language. Using other languages not only increases your reach but allows potential clients to fully understand the nuance of your message.
Despite an earth-shattering message, most of the marketing surrounding the ‘alien. mummies including the Mexican congressional hearing itself were in Spanish. The rest of the English-speaking Western world had to rely on inconsistent auto translations and indirect sources to dig into the case.
Jaimie Maussan definitely missed a trick by not releasing an English-language statement about the alien mummies.
A picture tells a thousand words
When releasing your product ensure you have at least one tantalising image of your product to share with your audience.
It may be tempting to go for a slew of images in fancy settings but all this is irrelevant if the product itself does not look earth-shatteringly good in any of them.
Understand that if your marketing campaign is successful your main image will be copied hundreds if not thousands of times across internet media. It’s essential that this image is compelling and adds to the weight of your message.
Despite having an out of this world ‘product’ Jaime Maussan made the mistake of relying on the setting of the Mexican Congressional hearing to add gravitas to the project.
However, in most media images, you do not see the Mexican congress just a papier mache looking ‘alien’ head that looks all too much like the film character ET.
The full body images were even less favourable looking like two-foot-high children’s toy dolls.
If Maussan, had released high-resolution quality images to the press including scans and x-rays rather than ad hoc snapshots the results may have been more convincing.
Final thoughts
We have to admit Jaime Maussan is a genius marketeer! However, with a few tweaks the launch of his project would have been so much better. By keeping these marketing tips in mind we can ensure our next product launch is truly out of this world.
Want to read more about the alien agenda and UFOs?
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