Advertising for a non-PC (politically correct) bar requires a strategic approach that balances edginess and wit with sensitivity and legality. Being non-PC often implies that the establishment may have a theme, offerings, or communications that could ruffle feathers and as such, every campaign needs a thorough examination to ensure they hit the right tone and reach the intended audience without crossing lines that can lead to backlash or legal problems. Below are some do’s and don’ts to consider when advertising for such an establishment.
Do understand your audience. Having a clear definition of who your patrons are and how they respond to non-PC humor is crucial. Market research and customer feedback should guide your advertising content to ensure it resonates without causing undue offense.
Don’t make personal attacks or degrade specific groups. It is one thing to be humorous, cheeky, or irreverent, and quite another to promote bigotry or hate speech. Know the difference and always keep messaging within the bounds of good taste.
Do use double entendres and clever wordplay. This type of wit can inject fun into your advertising without overtly crossing lines. With the right execution, it can create a sense of inclusiveness among your clientele, who ‘get’ the joke without anyone being targeted.
Don’t marginalize or make light of serious social issues. While trying to establish a brand image that doesn’t align with political correctness, wading into topics that can be seen as trivializing or capitalizing on genuine societal challenges is dangerous territory. Avoid such content to keep your bar from becoming a lightning rod for criticism.
Do capitalize on current events and trends, but do so with caution and taste. Aligning special promotions or events at your bar with what’s happening in the world can draw attention, but be sure to avoid areas that are consistently sources of conflict or tension.
Don’t use violent or offensive imagery in advertisements. It’s possible to break from politically correct norms without resorting to imagery or languages that evoke violence or are outright offensive. It’s important to find creative ways to attract attention to your establishment that do not provoke public disdain or legal trouble.
Do engage with social media thoughtfully. Social media can be a highly effective platform for reaching your audience, but it also has potential pitfalls. One thoughtless post can go viral for all the wrong reasons, leading to boycotts or even sanctions. Craft each message with care and ensure they align with your brand’s voice.
Don’t neglect the impact of your messaging on future employment or partnerships. You must consider how the public portrayal of your non-PC bar might impact your ability to attract staff or enter into business collaborations. Remember that brands often distance themselves from entities that have a public relations controversy.
Do ensure that all your advertising is legal. This means that all materials should be compliant with advertising laws, including those related to alcohol advertising, decency standards, and intellectual property. Running afoul of the law can result in significant financial penalties, and can also damage the reputation of your establishment.
Don’t forget to foster a safe and welcoming environment. Ultimately, the aim of any establishment is to ensure that patrons feel comfortable and want to return. Advertisements that are tongue-in-cheek or rebellious should never encourage behavior that could make other customers feel unsafe or unwelcome.
Do monitor feedback and adapt as necessary. What’s seen as funny or risque today may not be the same tomorrow. Hosting a two-way communication with your customers through various feedback channels allows an establishment to understand whether their advertising approach continues to be suitable and effective over time.