Published on: September 20, 2007To hear Kevin Coupe’s weekly radio commentary, click on the “MNB Radio” icon on the left hand side of the home page, or just go to:
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Hi, I’m Kevin Coupe, and this is MorningNewsBeat Radio, brought to you by Webstop…your first stop for retail website design services.
There’s been a lot of discussion here on MorningNewsBeat lately about advertising clutter, in part prompted by my general resistance to in-store television networks that don't advance the cause of the retailer as much as they advance the priorities of the company that owns the network. The debate got started when CBS bought SignStorey, and some guy at CBS started talking about how he’d be thrilled if the whole world got sick and tired of seeing CBS promos because of the ubiquity of its various networks. Now, maybe I’m crazy, but that’s not my idea of smart marketing. It just sounds like a lot of noise and clutter to me, and the kind of marketing that could turn off the consumer rather than prompting positive behavior.
Now, let’s be clear. I am in favor of electronic marketing. I just think they need to be a lot more selective and customized than a lot of the stuff I see out there, which tends to be annoying and intrusive.
Let me give you an example of what I mean by intrusive.
There is a company out there called Healthquest Technologies that is marketing something called Wizmark, described as the first “interactive urinal communicator.” Apparently they put these things in men’s room urinals, and they have electronic sensors that can tell when somebody is standing there. And then, on the premise that they have a captive audience, the damn things will talk or sing or do pretty much whatever the advertiser wants it to; the company that makes it says it is perfect for male-oriented marketing campaigns.
They gotta be kidding. It’s bad enough these days that you can’t walk into a public men’s room without worrying about whether you have a wide or narrow stance or happen to tap your feet…now, you have to deal with advertisers chasing you down to one of the few places where you have no option but listen – you can’t leave, and even if there were an off switch you couldn’t use it because your hands are busy!
Women of America, I know that it always annoys you that there are longer lines for ladies rooms than men’s rooms…but trust me, you have the advantage here because as far as I know, ladies rooms don't have urinals.
Again, I want to be clear. You put your ad in the place where I am trying to take care of my personal business, I won’t buy your product. Period. And I think there are an awful lot of other guys who would feel the same way.
That said, if you do want to put in television screens over the urinals and have them permanently tuned to ESPN…that, I think, we can live with.
For MorningNewsBeat Radio, I’m Kevin Coupe.
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