Archive for April, 2005

Employees Hate the Company

Thursday, April 28th, 2005

Dave found this online the other day while searching for an explanation on acronyms used by our insurance agent.

Evidently, someone archived old "comments" from Farmers Insurance agents. They don’t seem to like their company or their products. Most comments are from 2002-2003.

While this seems like bad marketing for Farmers, and it is, there is probably a discussion forum like this for every company out there. The main difference is that those probably didn’t get indexed by search engines.


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No Intelligent Life

Wednesday, April 27th, 2005

Ummm, thank you? We weren’t sure this was a compliment.


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Carl’s Jr.

Tuesday, April 26th, 2005

There are five things the fast-food chain Carl’s Jr is doing correctly. In no particular order, they are:

  • Bringing food to your table rather than making everybody wait by the cash register. Reduces that crowding, and makes you feel almost "served" by a waiter or waitress.
  • The menu is completely pictorial. Rather than the other fast-food chains, who only list everything you can buy, there is a photo of every item. That way, if the "Western Burger" interests you, you can see exactly what is on it. This saves everybody time in that you are not asking the counter staff what is on or in certain items. Additionally, if you’re not good with English, you can still determine what you want and use the number each item has to communicate it.
  • These pictures actually look like the food you will get. The chili burger is shown as a sloppy thing with the chili oozing all down the burger. The amount of meat shown in the picture is the amount of meat I’m actually served.
  • Accordingly, each sandwich is double-wrapped. It is folded into a piece of paper that says what you ordered, but beneath that, approximately three-quarters of your sandwich is wrapped tightly in paper so that you can eat it without everything getting everywhere and on your hands. So they are assuming that it will be messy when they serve it to you.
  • They sell a local and national newspaper all day. That means if Carl’s Jr is your breakfast stop, you do not have to make a second stop to get that morning paper. If that second stop is your first stop, that may turn into your breakfast purchase as well, and Carl’s Jr loses that business.

All of these things are total upgrades from the typical fast-food experience. This is why I will drive past other fast-food chains to satisfy my burger craving here. I like the flavour and I like the price, but the above strongly-differentiating factors are excellent marketing. What does it cost them to do all of these things? Probably little to nothing.

What could you do that would cost you little to nothing that would change your customers’ experiences?


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Beyond Juicing

Monday, April 25th, 2005

If you wanted a juicer, what qualities would be important to you? Capacity? Color? How quiet it is? Price? Practicality?

You can get a Hamilton Beach juicer at Target for $39.99. It has features. It’s white. It will make juice out of your fruits and vegetables.

It’s nothing special, but it’s a juicer. You’ll cut up your fruit and veg, and you’ll put the good stuff in here. But what if you wanted to go BEYOND juicing? A new product offers you just that.



As the commercial will tell you, "The Breville Juice Master Elite is not only designed to be the world’s fastest juicer, it’s also designed to inspire you visually."

Inspire you visually

Positioning this as the world’s fastest juicer wasn’t enough. Positioning this as a juicer into which you can throw the whole fruit or veg without chopping it first wasn’t enough. This juicer will INSPIRE you.

As the image says, this juicer costs ten times what the Hamilton Beach costs. How inspired do you need to be? How much less fruit and veg chopping do you need to do?


Perhaps this is the status symbol juicer. You’ve arrived.


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Perfect Spam Email!

Saturday, April 23rd, 2005

This is an email I just received:

GUARANTEED PAID SIGNUPS  for all programs with a free membership option!

*All orders filled within 30 days or your money back!
*We guarantee at least 10% of your signups order will upgrade within 90 days!
*We have the lowest prices on the internet!
*Our signups are surveyed and have money to upgrade!

FINALLY ACHEIVE SUCCESS WILL ALL OF YOUR PROGRAMS!
FOR MORE INFO SEND AN EMAIL TO guaranteedpaidsignups@hotmail.com

PUT  "I WANT GUARANTEED PAID SIGNUPS!" in the subject line and your name, email address, and phone number in the body of the email.

To be removed please send an email to the address above with "R-E-M-O-V-E" in the subject line and we will remove your address immediately.




Amazing! They know exactly what we need and can provide people who will sign up for anything and then upgrade TO anything. I’m almost tempted to find out more. Almost!
Can anyone tell me who responds to these vague things? "Lose 20 pounds in a week" is at least a concrete promise even if it’s nearly impossible and bad for your health. I’m not even sure what this spam is offering. Who responds to these?

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Cut Class!

Friday, April 22nd, 2005

When our VP, Dave, drove by an Oklahoma billboard for a local college and the phone number 1-800-CUT-CLASS, he thought that was terrible marketing. How could someone market higher education with the concept of cutting class?

It turns out that 1-800-CUT-CLASS is about beauty schools… as in cutting hair.

We’ve since decided that this is good marketing. It’s memorable, it’s fun, and it speaks to the people who would be calling this number.


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The Diet That Isn’t One

Thursday, April 21st, 2005

Wienerschnitzel, a hot dog chain, is running a promotion for their new pastrami dog. Click the image to see the entire ad from our local paper.

This must have been a last-minute decision because the pastrami has definitely been superimposed. The pastrami is a Photoshopped afterthought. Perhaps next month, we’ll see the same hot dog with some grilled salmon superimposed.


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Welcome!

Thursday, April 21st, 2005

In celebration of the start of our 11th year in business today, we have decided to share with you some of the fun that we whip up around the office. Welcome to our new weblog, the As Was Marketing Hall of Fame.

At As Was, we appreciate good marketing and we cringe at bad marketing. We want you appreciating and cringing along with us! In the process, you may actually learn something about your own marketing and actually change. Change can be good!

We will randomly be posting ads and campaigns that we find, so please subscribe to our feed.

For more information about our company, please visit www.aswas.com. You can also join one or more of our email mailing lists here.


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