Marketing Genius from Maple Creative


Marketing tips, observations & philosophy, plus a few rants and random musings - from those who practice, preach and teach marketing, research, advertising, public relations and business strategy.

Wednesday, February 25, 2009

Marketing Missteps

Two quick stories -- one is sad, the other quite funny. One truthful. One an outright lie.

First, the sad. This one comes from a local radio advertisement that I recently heard for the first time (here in Charleston, West Virginia). The advertiser is a local furniture merchant. The owner has been the voice of this brand for many, many years. In this particular spot, he's urging us to replace our old worn-out mattresses with this new brand--higher quality, more affordable and available at his store (naturally). His hook is that we can save money on this brand of mattress because "the manufacturer does not spend money on mass marketing." Oh really?!!!

Pardon me, but what the heck do you call radio advertising?Is it not a form of mass marketing? Come on, Mister Furniture Huckster -stop lying to us. I mean they actually put this on the air!

Now for the funny one. This report comes to us from Maple alumna, Marie. She and her coworker were recently placing an order for office supplies from one of the national chains. When placed on hold for a few moments, they were treated to the sweet sounds of Carly Simon singing, "Anticipation." As many of you know, the chorus goes: "It's keeping me way-ay-ay-ay-ay-i-ting." How ironic! That just cracks me up. As Marie notes, "That just struck me as hilariously wrong marketing."

Marie, I agree. But at least they were telling the truth.

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Blogger Mace4Thought said...

I have to disagree that the retailer was lying because the manufacturer may very well not advertise on the radio. The fact that the end retailer advertises isn't the same as the supplier not advertising and passing the lower costs onto the retailer.

2:08 AM

Blogger Skip Lineberg said...


Thanks for your comment. That's a fair point...but a subtle one.

Always glad to have your voice as part of this online community.


2:42 PM

Anonymous On the Money said...

Many years ago I had a brief spell on welfare. To sign for my money meant a wait in a usually irate queue of people. Why weren't they irate that week? Well, the welfare office decided to play music in the waiting room. What were they playing? "Money, Money, Money" by Abba. And only I saw the irony ... as everyone else was tapping their feet in line ... TRUE!

6:23 PM

Blogger Skip Lineberg said...

On the Money-

That is priceless! Thanks for stopping by and sharing this comment. Nice to have your voice as part of this online community of marketing genius.


8:12 PM


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