Pipeline: Two Sides of the Marketing Coin
Leave me alone already.
The other side of my marketing aversion coin, though, is that I find myself studying the various marketing efforts I receive and seeing what techniques are used to try and part me from my money. It's an interesting subject to me.
Recently I received a piece in the mail that just blew me away for some reason. Maybe you've seen it in your area. Addressed to, "Resident," it's a 5.75" by 11.25" card featuring bold red lettering on one side.
"Apply this updated safety sticker to your water heater," it commands. It further identifies itself as, "Emergency water heater shutdown instructions," with the dire warning, "Do not discard."
The back side of the card is occupied by a relatively good-quality, bright yellow vinyl sticker. The idea is to peel the sticker off and affix it to your water heater in the apparently officially mandated location.
Included on the sticker is a Safety Inspection Checklist featuring six items to look at to make sure your water heater is safe. (One of the items is, "Periodic tank flush recommended. A trained service technician should perform all maintenance and repairs.")
There's also a four-step procedure explaining how to shut down a water heater in case of an emergency. (The fourth step is, "Call the number nearest your location for same-day service.") There are also directions for shutting off a gas meter, "In the event of an earthquake" and six spaces to log the dates that the recommended tank flushes occurred.
The beauty of this piece is that a casual look at it doesn't reveal that it's a marketing piece from a local service and repair plumbing outfit. It's on my water heater now.
On an unrelated note, have a look at our recently redesigned Web site at www.reevesjournal.com. It's chock full of industry news like always, and you can also renew your subscription, sign up for our soon-to-be-coming e-newsletter, find product and manufacturer info, past articles, and search back issues of Reeves Journal-as well as all of our sister publications-for information on just about any subject germane to our industries. Have a look and let us know what you think...