I thought it would be appropriate to create a marketing post that related to the wonderful Titanic, as it is the 100th anniversary of its demise this month. I should add that I am a truly avid Titanic fan (not just of the movie, but of the ship itself).
Old Fashion Marketing
Marketing tactics in the beginning of the 20th century were very basic and traditional. In fact, Titanic advertisements were limited to print media, such as brochures, flyers, newspaper articles and posters. However, word of mouth advertising also plays a great role in the effective promotional strategy of the ship.
So what was the Titanic marketing team’s main strategy? I would have to say the infamous slogan of the titanic, which was that the ship was “unsinkable”.
Unsinkable Claims Cause Sinking?
In fact, it was noted in an article by Printwand, that the “unsinkable” claim may actually be considered a factor in the disastrous result of the ship. This campaign’s purpose was to promote the ships overall quality and prestige as a means for targeting first class passengers. However, the claim spread like wildfire and could be seen as creating a false sense of assurance to the crew and captain. As a result, fewer precautions were taken. After all, at the time that the ship hit the iceberg, it was travelling at a speed of 22.5 knots, with 23 knots being the maximum speed possible. Not to mention, it was travelling at this speed in an area known for being populated by icebergs, with 7 iceberg warnings received on April 14th (the day it hit) from various ships in the area.
However, it’s debatable that if the Titanic did not use such a self-assured slogan, would this disaster be held in such high regard? After all, there have been numerous disasters at seas, ones with greater tragedies, which never received as much exposure as the Titanic. In my opinion, the mere irony of advertising the ship as unsinkable and having it sink on its maiden voyage is one reason that holds great weight for why the ship is still talked of today.
Lest We Forget
Let us all take the time this upcoming April 15th 2012 to remember the 1517 lives that perished from the Titanic’s disastrous fate 100 years ago.
Clarkson, A. (n.d.). The Ice Warnings Recieved by the Titanic. Retrieved April 1, 2012, from Titanic-Titanic: http://www.titanic-titanic.com/warnings.shtml
Eszlinger. (n.d.). The Titanic Page: A Site to Remember. Retrieved April 1, 2012, from Eszlinger: http://www.eszlinger.com/titanic/titanfacts.html
Mouronval, A. (2005, November 14). Titanic Image. Retrieved April 1, 2012, from Starway: http://www.starway.org/Titanic/
Printwand. (n.d.). How an ‘Unsinkable’ Marketing Campaign Led the Titanic to Disaster. Retrieved April 1, 2012, from Printwand: http://www.printwand.com/blog/how-unsinkable-marketing-campaign-led-titanic-disaster
The Edwardians Blog. (2011, November 23). Newspaper Image: Titanic Sinks Headlines. Retrieved April 1, 2012, from The Edwardians Blog: http://theedwardians.blogspot.ca/2011/11/titanic-sinks-headlines.html
Titanic Universe. (n.d.). Retrieved April 1, 2012, from Titanic Universe: http://www.titanicuniverse.com/