What do you think if you see these lines: "Levi Strauss Sucks", "Mango is Lousy", or maybe "Adidas is Ugly"? I'm not trying to discriminate anyone or any brand, but perhaps these tag lines will promote negative marketing. Tag lines? Yes. It's strange if someone (or some business) actually creates their selling tag line in an unlikely manner: anti-marketing tag line.
In Bali, one of Indonesia's most famous tourists destinations, there is a unique business that puts an anti-marketing tag line for promoting its products. Amazingly, it works! It combines anti-marketing tag line with amusing wordplay to attract its customers. And apparently, those playful wordplay are the main commodity of their business. They claim themselves as "Words Factory" and they sell words in goods.
The name is Joger. The complete selling tag line is "Joger Jelek, Bali Bagus", which translates "Joger's Ugly, Bali's Good."
They primarily sell garment products, especially t-shirts with playful, funny, naughty, and sometimes philosophical wordplay jokes printed in a colorful manner. Aside from selling garments, Joger also sells local merchandises that bear uniqueness of Balinese heritage. Items like key chains, accessories, headdresses, casual bags, wallets, and everything are displayed in some crowded rooms in their store complex, which is located in an easy walking distance from the famous Kuta beach. And yes, the store complex is always crowded, especially on weekends. This proves that Joger has a serious selling aspect. Amazingly, it contradicts the anti-marketing tag line it beholds.
If we look at it from marketing perspective, we can see that Joger has created itself a unique quality that differentiates itself from the competition in Balinese garments and souvenirs (although, this has recently been doubted since an identical competitor, Krisna, entered the arena). This difference remain untouchable for quite some significant time. The content Joger brings about is eye catching colorful design and premium quality material. I myself have proven that the material used in Joger t-shirts is highly durable and comfortable. Along with the content, Joger also smartly play a tremendously unique and new context for its selling: funny wordplay. As mentioned above, these wordplay are designed to be funny, playful, naughty, and uphold some social critics and
good moral philosophy in their own way. As if not being sufficient, Joger adds a tag line: "Joger Jelek, Bali Bagus." Printed on every price tag, and supporting the tag line, the following words appear (Indonesian): "Kaus-kaus yang kami jual hanya yang jelek-jelek saja karena yang bagus-bagus kami pakai sendiri", which translates "We only sell bad t-shirts because we wear the good ones ourselves." This seems-to-be anti-marketing tag line, on the contrary, works! This is seen by customers as another joke from Joger, a joke that is unique from Joger which matches its market's sense of humor and effectively put Joger's position on top of their minds for Balinese souvenirs. This way, Joger wins the market and it's won by playing the context well. Like what Hermawan Kertajaya once said, "Content is just the basic, context is the true winning formula." The goods and services sold must be good, holds superior quality, or at least meet the market's demand, but the one that actually wins the market is how well we market them.
What do you think?
In Bali, one of Indonesia's most famous tourists destinations, there is a unique business that puts an anti-marketing tag line for promoting its products. Amazingly, it works! It combines anti-marketing tag line with amusing wordplay to attract its customers. And apparently, those playful wordplay are the main commodity of their business. They claim themselves as "Words Factory" and they sell words in goods.
The name is Joger. The complete selling tag line is "Joger Jelek, Bali Bagus", which translates "Joger's Ugly, Bali's Good."
They primarily sell garment products, especially t-shirts with playful, funny, naughty, and sometimes philosophical wordplay jokes printed in a colorful manner. Aside from selling garments, Joger also sells local merchandises that bear uniqueness of Balinese heritage. Items like key chains, accessories, headdresses, casual bags, wallets, and everything are displayed in some crowded rooms in their store complex, which is located in an easy walking distance from the famous Kuta beach. And yes, the store complex is always crowded, especially on weekends. This proves that Joger has a serious selling aspect. Amazingly, it contradicts the anti-marketing tag line it beholds.If we look at it from marketing perspective, we can see that Joger has created itself a unique quality that differentiates itself from the competition in Balinese garments and souvenirs (although, this has recently been doubted since an identical competitor, Krisna, entered the arena). This difference remain untouchable for quite some significant time. The content Joger brings about is eye catching colorful design and premium quality material. I myself have proven that the material used in Joger t-shirts is highly durable and comfortable. Along with the content, Joger also smartly play a tremendously unique and new context for its selling: funny wordplay. As mentioned above, these wordplay are designed to be funny, playful, naughty, and uphold some social critics and
good moral philosophy in their own way. As if not being sufficient, Joger adds a tag line: "Joger Jelek, Bali Bagus." Printed on every price tag, and supporting the tag line, the following words appear (Indonesian): "Kaus-kaus yang kami jual hanya yang jelek-jelek saja karena yang bagus-bagus kami pakai sendiri", which translates "We only sell bad t-shirts because we wear the good ones ourselves." This seems-to-be anti-marketing tag line, on the contrary, works! This is seen by customers as another joke from Joger, a joke that is unique from Joger which matches its market's sense of humor and effectively put Joger's position on top of their minds for Balinese souvenirs. This way, Joger wins the market and it's won by playing the context well. Like what Hermawan Kertajaya once said, "Content is just the basic, context is the true winning formula." The goods and services sold must be good, holds superior quality, or at least meet the market's demand, but the one that actually wins the market is how well we market them.What do you think?
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