Last week I wrote a post about Hulk Hogan being the new pitchman for PumMax – a pumice based cleaning product.
As I expected, the video doesn’t do a good job of connecting with the target audience, the product packaging needs some work and the tagline – A Volcanic Explosion of Cleaning Power – needs to go! Of course I get the connection, pumice comes from volcanic rock, but I certainly don’t want a volcanic explosion in my house. Sounds more like a mess than cleaning one up.
However, using Hulk Hogan as the pitchman has definitely increased the awareness of PumMax. For example, US Weekly is said to have “scooped” the video and played it prior to the launch date, as stated by the direct TV company. But most of us can read between the lines, the direct TV company released a segment of the video early to generate more buzz about the launch. Smart move.
Also, prior to the launch of the video, the direct TV company announced the Hulk would be the pitchman for PumMax. Again, smart move.
But what is yet to be seen in all of this is will the awareness generated by the Hulk for PumMax actually create sales? I doubt coverage on wrestling web sites or US Weekly, has generated much sales.
I think what the Hulk can teach us is it’s not about achieving media coverage, it’s about achieve media coverage that drives results. It’s not about hiring a pitchman, it’s about hiring a pitchman that resonates with your target audience. It’s not about doing direct TV, it’s about commercials that drive calls, drive website traffic and drive sales.
I’ll keep tracking this campaign to see what happens.