Month: October 2012

By Posted on Posted in Advertising, Business Ethics, Demographics/Psychographics, language, Marketing Techniques and Philosophies, media-general Tagged with , , , , ,

(continued from yesterday)

Scary warnings and official-looking documents from Publishers Clearing House
Scary warnings and official-looking documents from Publishers Clearing House
  • Publishers Clearing House still believes in direct mail that scares people into action. The envelope and packet are full of legal-looking documents, dire warnings in big bold print, etc.
  • The “involvement devices”—labels to pull off and attach, gold-covered panels to scratch off, very complicated instructions to follow exactly—are variations on the same stuff I remember from Publishers Clearing House mailers in the 1970s and 1980s. And they were old and tired even back then.
  • Publishers Clearing House apparently never got the memo on credibility in marketing. Instead of using real credibility builders such as testimonials, they fill the mailing with official-looking layouts, fake stickers with bar codes, and language on the return form with language like “I am claiming eligibility…” Oh yes, and they’re still using celebrities, as they used the late Ed McMahon for many years (in fact, I first heard of Ed McMahon through PCH sweepstakes, and had to find out later that he was a TV star). Now, it’s Brian Williams.

Back in 2000, the PCH sweepstakes mailings inspired this quote in the Direct Mail section of my earlier book, Grassroots Marketing: Getting Noticed in a Noisy World:

Forget about glitzy, complicated sweepstakes offers, with seemingly dozens of different-sized papers, foils, stickers, and scratch-off cards; your production cost will be enormous before you even start. Besides, they cost you tons of money mailing to and following up on false prospects.

A simple, straightforward approach is far better. Use ordinary paper sizes and stocks, and win the prospect over through the strength of your offer—not gimmicks or packaging. You’ll stay within your budget, and target serious prospects, not a bunch of chiselers hoping for a million dollars from you, Ed McMahon, or the tooth fairy.

That was true when I wrote Grassroots Marketing, and even more true now.

PCH sweepstakes-related inserts vs. ad delivery from other companies
Publishers Clearing House sweepstakes-related inserts vs. ad delivery from other companies
  • Of the 44 pieces of paper in the envelope, only 9-1/2 were actually related to the PCH sweepstakes and offer. The others, including the back of one of the Publishers Clearing House pages, were ads from other companies. Given that so much magazine content is available online, for free, that a whole generation will barely pick up a paper magazine any more, and that numerous other channels provide the information we used to get from general-interest magazines, it makes sense that Publishers Clearing House realized its business model had to change. Now they’re apparently in the business of delivering cheesy offers from other merchants—what could have been a good use of the partnership strategy I advocate, if the offer quality and targeting hadn’t been so pathetic.
  • Geotargeting has become more sophisticated. One of the slips announces “SHEL HOROWITZ, THE SEARCH FOR A MAJOR PRIZE WINNER IN THE SPRINGFIELD-HOLYOKE TV AREA INCLUDES YOUR 01035 NEIGHBORHOOD!… There will DEFINITELY be a   Major Prize Winner of $1,000.00 from Your Local TV Area, which includes your Zip Code!” (capitalization, punctuation, and underlining are exactly as they were in the original). So Publishers Clearing House is now matching zip codes against media markets, and guaranteeing at least one winner—note the SMALL dollar amount—in my media market (which contains dozens of zip codes).
  • Technology isn’t perfect. My envelope contained two copies of a several-page ad bundle (one of several in the mailing)—and DID NOT contain the actual form to select magazines! Even if I’d wanted to subscribe, I couldn’t do so from this mailing.

I may get an onslaught of comments pointing out that Publishers Clearing House’s methods are obviously working, or they wouldn’t keep at it after all these decades. Of course they work! I freely grant that.

But to what effect? What’s the real benefit of developing a large list of purely transactional contacts who didn’t necessarily even buy—they entered a chance to win big bucks for free. Do these people have any loyalty? Has PCH done any segmentation other than geographic? Can they market to these people as individuals in any meaningful way?

The negative answer is obvious in the kinds of junk offers crammed into the rest of the PCH sweepstakes envelope: tchatchkes and trinkets and home repair products of dubious value—the sort of stuff that gets sold on late-night TV ads over obscure cable channels. It’s these clueless merchants that I actually feel sorry for.

Facebooktwitterpinterestlinkedinmail

By Posted on Posted in Advertising, Business Ethics, Copywriting, Marketing Techniques and Philosophies Tagged with , , , ,

Thanks, I’m guessing, to the no-junk-mail opt-out list, it had been quite a few years since I’d heard from Publishers Clearing House.

Front of the envelope from Publishers Clearing House

Front of the envelope from Publishers Clearing House

Yup—Publishers Clearing House. The infamous magazine subscription discounter that used to clutter up my mailbox with screamy hype implying very strongly that I’d won some enormous fortune, if only I followed all the (seemed like) 39 steps to claim it.

The same Publishers Clearing House that once sent a mailer to Dance Spree, a community arts group, boldly announcing, “D. Spree, You May Already Have Won a Million Dollars” in a mailmerge whose dot matrix fonts didn’t match the rest of the offset-printed letter.

On a whim, I decided to open the envelope—not with any intention of entering the latest Publishers Clearing House sweepstakes, but to see if the business world’s shift over the last dozen years or so in the direction of switching off the hype in favor of softer and more ethical marketing approaches—a shift that I like to think I had at least something to do with—had made any impact on Publishers Clearing House, King of the Old-Style Hype.

The quick answer is no. What I received was a smoother, more sophisticated version of the same junk that Publishers Clearing House has been sending for decades.

Here’s some of what I noticed.

  • Very high environmental footprint. Not only did the fat envelope contain 42 separate pieces of paper, but several of them are on shiny paper stock that may not have come from trees, contain decals, etc. In other words, the packet will be difficult to recycle.
  • Improvements in printing technology are noticeable. The customized portions were done on a very high-quality digital printer that looks almost as good as offset. No more hideous dot-matrix mailmerge—except that on the mailing address “label” (you’ll understand the quote marks in a moment), there’s some all-caps text meant to simulate a hand-typed look, reading “THIS IS THE BULLETIN WE ALERTED YOU TO LOOK FOR”
Rear of the envelope from Publishers Clearing House
Rear of the envelope from Publishers Clearing House

 

  • Disguises and subterfuge. If you give it a casual look, you might think the envelope had three added-on labels (one of them crooked and another upside down), two checkmarks, a note, and a circle in pen, the aforementioned hand-typed-look message, and both black and red rubber stamp imprints. But actually, as far as I can tell, all the various items on the envelope designed to create a feeling that a human being prepared it individually are actually printed on. You’ll also see phrases scattered throughout the mailing, like “prize patrol,” once again designed to convey the impression that a human being is out there, trying to match you up with your winnings. Most people won’t be looking so carefully, of course—but we are not stupid, and I’m betting only a very tiny percentage will think any part of this is actually hand-prepared.

To be continued tomorrow (including a deeper look at the psychology they’re using, and why I discount it).

Facebooktwitterpinterestlinkedinmail

By Posted on Posted in Energy & Sustainability, Green Business, Green Marketing, Technology Tagged with ,

American Airlines recently did a great pilot program (no pun intended) to drastically improve the green profile of its 737. I found out about this because the company was proud enough that it put a link in the article in its e-blast to all American Airlines frequent-flyer program members.

In the article, you can read about seven different major initiatives for greener commercial airplanes incorporated into its “ecoDemonstrator” customized plane, six of which demonstrate clear cost savings through increased airplane fuel economy as well or lower maintenance costs. The seventh, switching to vegetable fuel from cooking oil, has major benefits in carbon footprint, waste reduction, and reducing the need for offshore oil drilling and other often-destructive extractive technologies.

The plane had a special paint job, so passengers were aware. And American Airlines acknowledges that both the company and airplane builder Boeing face pressure from consumers and other stakeholders to be more eco-friendly.

And the tests were a huge success. Which makes the closing statement in the article deeply puzzling (note: this is a direct quote, grammar errors and all, except that for SEO purposes, I changed “American” to “American Airlines”):

Prior to deliver to [American Airlines] for regular use, all test equipment was removed and the plane was returns to our normal configuration. And although it will look like an ordinary plane on the outside and inside, we’ll always know that we were the first commercial airline to help test these technologies.

Why? If the program is such a success, saving American Airlines money while increasing its “enviromarketability quotient”—making itself much more attractive to customers trying to chose a commercial airline—why on earth (or in the sky!) would they pull all the cool stuff out? I just don’t understand.

Tomorrow, when the work week starts, American Airlines will receive a Twitter invitation to comment on this blog, and explain their reasons. (I’ve already scheduled the Tweet).

Facebooktwitterpinterestlinkedinmail

By Posted on Posted in Activism, Marketing Techniques and Philosophies, People Helping People, Politics Tagged with , , , ,

This year’s Blog Action Day theme is “The Power of We” (hashtags #BAD12 and #powerofwe)—and I can think of no better example than the powerful story of Save the Mountain, a group I founded in 1999 to protect the threatened Mount Holyoke Range that runs behind my house in Hadley, Massachusetts.

Here’s how I tell the story in my eighth book, Guerrilla Marketing Goes Green (it’s in third-person because I have a co-author):

In November 1999, a developer announced a plan to desecrate ridgetop land abutting a state park by building 40 trophy homes two miles from Shel’s house. The original newspaper article interviewed several local conservationists who expressed variations on “Oh, this is terrible, but there’s nothing we can do.”

But Shel refused to accept that. Within four days, he had drawn up a petition, posted a Web page, called a meeting for two weeks later, and sent out press releases and fliers about the formation of Save the Mountain.

Note that all of these actions are marketing actions. He could have called a meeting and not told the public, and then a few friends would have shown up and realized that they couldn’t do very much. But by harnessing the power of the press, the Internet, and the photocopier, and crafting a message that would resonate with his neighbors–that not only was this terrible, but that there was something we could do–he was able to spark something that truly had an impact.

Shel and his wife, Dina Friedman, expected 20 or so people to come to the first meeting; they had over 70. From that day until December 2000, the group fought the project on every conceivable level: technical issues like hydrology, rare species, and slope of the road…organizing and marketing components including a petition drive (over 3000 signed), turnout of up to 450 at various public hearings, lawn signs, tabling, a big press campaign with over 70 articles…working with the state Department of Environmental Management to investigate options for saving the land…

Literally hundreds of people got involved with some degree of active participation. Many, many people brought widely varying expertise to the movement, far more than any of them could have had on their own.

By using his own skills in marketing and organizing, Shel was able to convert the outrage and despair and shock that were felt throughout a three-county area when this project was announced into a powerful–and highly visible–public force. As a group, STM had about 35 core activists, all working on many levels, both public and private. The persuasion in this case was not about the desirability of stopping the project; they had near-consensus on that, community-wide. Rather, it focused on the ability of a committed group of people to make a difference even when the experts said it was impossible.

Within two months, STM had established itself firmly in the public eye–and had actually shifted the discourse from “There’s nothing you can do” to “Which strategies will be most effective?” Collectively, the group used its powers of persuasion, and its skills at reaching the public with this message, to change the project from inevitable to impossible. The land was permanently preserved in just 13 months–four years ahead of Shel’s original five-year estimate for victory.

Excerpted, with permission, from Guerrilla Marketing Goes Green: Winning Strategies to Improve Your Profits and Your Planet by Jay Conrad Levinson and Shel Horowitz (John Wiley & Sons). To get your own copy from your favorite bookseller or an autographed copy dfrectly form me, (including $2000 worth of bonuses), please visit https://www.guerrillamarketinggoesgreen.com and scroll to the bottom.

Facebooktwitterpinterestlinkedinmail

By Posted on Posted in Uncategorized

What a contrast! Two articulate, well-informed men talking about SUBSTANCE! ISSUES! People speculated ahead that the Biden-Ryan debate might be “too wonky” for average people–but I think ordinary folks are smarter than the pundits give them credit for.

Both men at the top of the ticket–the lying bully with nothing to say, and the sleepwalker–could learn from their running mates.

Facebooktwitterpinterestlinkedinmail

By Posted on Posted in language, media-general, Politics, propaganda, Uncategorized Tagged with , , , ,

Dear Mitt Romney:

A few months ago, we heard that you participated in beating up a gay kid when you were a high school student. Watching you at the debate tonight, I can easily believe that you were a high school bully. You’re still a bully!

Do you think you’re going to score points by jumping in repeatedly when it wasn’t your turn, monopolizing the time to make the same three or four tired points over and over again instead of following the rules of the debate? Do you think the rules don’t apply to the 1%? Just because president Obama was too polite and Jim Lehrer too ineffectual to stop you from grabbing far more than your share does not mean it sits well with those of us who were paying attention.

And neither does your latest round of flip-flopping–or should I call it by its more accurate name: hypocrisy? How, all of a sudden, are we supposed to believe that you’re a great friend of the middle class, that you will not cut taxes for the wealthy, and that you’re happy about government regulation? That’s not what you said all the way through the primary debates. It’s not what you said in a campaign stop when you told that poor shnook, “Corporations are people, my friend.” And it’s not what you said when you dismissed 47 percent of the American people, at a private fundraiser when you thought the world wasn’t listening.

And then there are the lies: You know the $716 billion claim is nonsense. And where did you get the absurd statement that half of the green energy companies the government invested in have failed? If I counted right, this ABC news story cites eight separate false statements from Mitt Romney, and they didn’t even pick up on the energy gaffe. In fact, there’s a spate of Twitter activity using the hashtag #MittLies.

Yet again, the question must be asked, which is the real Mitt Romney? And can somebody please give Jim Lehrer the hook before the next debate and put in a moderator who can set limits on this out-of-control man?

Facebooktwitterpinterestlinkedinmail