Advertisers have realised for some time that consumers are becoming increasingly immune to mass marketing by way of the traditional media. Recent studies estimate that on average we block up to 90%(1) of the mass media messages, which isn’t exactly good news for advertisers whose job it is to acquire our attention.

Once again in a bid to keep one step ahead, our advertising friends are reveling in the success of the latest and greatest marketing technique- Roaching. Roaching acquired its name when it was likened to the roach bait method of pest extermination. (Once its target is infected, it returns to the nest transmitting the infection to the other inhabitants).

Studies have shown that we are 3 times as likely to consume a product if it’s endorsed by word of mouth, so roaching- being the first marketing method to effectively harness word of mouth- targets what the term as ‘opinion leaders’. An opinion Leaders is the type of person the rest of the people within a particular target market look up to, and aspire to mimic in terms of the products and culture they consume. The advertiser’s philosophy is simple: If the product is in the hands of the opinion leaders- and they share a positive view toward it- then there’s a good chance the ‘desire to acquire’ will trickle down to the rest of the market.

Here’s an example.

A recent vodka promotion (we’ll call it Vodka-X) took a roaching campaign to an up market Melbourne bar. They sent a group of female actors/models to act like they were a group of friends on a night out. Over the course of the evening they mingled with the male patrons; engaging in several minutes of small talk, and gently ushering them to the point where they will say:

Male consumer: Can I buy you a drink?

Stealth marketer: Sure. I’ll have a Vodka-X and soda.

The male consumer struts off to the bar brimming with confidence. He returns with the Vodka-X.

Stealth marketer: (Sipping the prized nectar) This is truly the yummiest vodka. Have you tried Vodka-X before?

Male consumer: No. All vodka tastes the same right?

Stealth marketer: (Playfully chuckling) That’s what I thought until I tried Vodka-X. Here you must have a try. You can really taste the difference; I think it has something to do with their progressive filtration process.

Hello ‘Trumen Show’! Shortly after he samples the beverage the roacher will make up an excuse to leave along the lines of:

Stealth marketer: I’m going to go check on my friends. I’ll probably catch up with you later. Thanks for the Vodka- X.

She then moves onto the next soon to be infected target. Perhaps targets in the future will buy this brand of vodka for other woman, their friends or themselves. Whatever the scenario the roachers have imprinted physiological associations of this product without disclosing their agenda.

Here is another recent Australian campaign:

Consumer X is pregnant and shopping for a baby pram. She is approached by a female roacher posing as a fellow shopper. The roacher initiates small talk, commenting on how she had noticed the woman’s interest in prams, and tells her about how she had spent months researching into prams before she herself gave birth several months earlier. The Roacher then begins to offer X what is perceived to be an INFORMED and OBJECTIVE opinion on the pro’s and cons of different prams.(The pro’s always come back to the particular brand the roacher is pushing).

‘But Lee’, you retort, ‘what about the legislation that keeps advertisers from undertaking misleading or deceptive conduct’?

Well Roaching is such a new form of advertising that regulatory framework is yet to be architected in most countries. Yes there is legislation in place that protects the consumer against dishonesty; however roaching is the grey area that the general ambiguities of legislation miss. Therefore it’s up to the advertisers to self- regulate.

The issue for me comes down to societal trust. Without being conscious that were being advertised to, our detectors are down and we’re more likely to accept the help and advice of the roachers. This is of course the philosophy underpinning the method, however if this type of marketing becomes the norm, perhaps we will find ourselves less trusting of other members of our society, and painfully attempting to ascertain what information is valid and genuine.

(1) Nicole Rich - Victorian Consumer Law Centre