[Air-L] Slapstick Marketing?

[Christian Nelson]

This reminds me of a recent experience.
Some context: We've had periodic problems keeping raccoons from trying  
to enter our attic. They try to rip a hole in the roof under the eves  
of our dormers. This is not good. So, I searched online for a  
solution. One suggestion was the use of coyote urine, as coyotes are  
raccoon predators. So, I went online to see what coyote urine might  
cost me. (Of course, that was before I realized that the urine would  
stink to high heaven, and waft into the house through our windows.) I  
found some of the stuff on Amazon.com. That's when I saw the relevant  
phenomenon: a bizarre but creative review that few will ever likely  
see, but if they ever did would no doubt attract attention to the  
product's Amazon page. (I guess if its a marketing ploy, this email  
posting of mine is proof that it worked.) The review follows:

I am not sure why this product is advertised as a "lure", since it is  
obviously meant to repel deer and other creatures wary of coyotes. I  
myself do not have deer problems, living in a Manhattan condo, but I  
do have a rather willful Cavalier King Charles Spaniel named Sir  
Winston who aggravates me to no end with his aggressive behavior,  
incessant barking, and refusal to obey my commands. Quite simply, I  
just don't get no respect from him. I have tried discipline, bribery,  
psychotherapy, and even physical restraints, but nothing works. After  
Sir Winston chewed up and peed on my $1200 Amedeo Testoni loafers, I  
knew I had to get serious.

The coyote urine smelled no different from the hundreds of other urine  
I have smelled. Perhaps I was expecting something gamier or muskier  
than your average urine. For a moment I was afraid that someone might  
have simply urinated into the container, trying to pass it off as  
coyote urine. Brushing my doubts aside, I went to the bathroom,  
removed my shirt, and then liberally applied the coyote urine to my  
body--under my chin, on my torso, rubbing it into my arms--until I  
fairly reeked of the pungent odor. I stepped out of the bathroom and  
called to Sir Winston. Not surprisingly, nothing happened. I went to  
search for him and found him in the kitchen, peeing on my Cuisinart.  
The moment I came in, however, his body seemed to tense, and he turned  
around quickly, whimpered, scrambled off the counter and ran to the  
living room to hide under the sofa. I followed him to the sofa, got  
down on my hands and knees, and called to Sir Winston. He responded  
with a high-pitched whine. You can imagine how powerful and in-charge  
I felt.

"Sir Winston!" I yelled, "Come out now and face your master!" Sir  
Winston crawled out, crouching low, and looked up at me with humility  
and fear. "I am top dog now, and you will obey me!" Sir Winston  
actually seemed to nod his head--quite a change from his usual  
response of biting my ankle. "Go now to your room and repent your past  
disobedience!" I yelled, and then, for good measure, I flexed my chest  
and arms and growled, "ARRRRGGGHHH!!!" Sir Winston bolted to his room  
as if the very Devil himself were chasing him.

My success with Sir Winston has led to my wearing coyote urine all the  
time and growling whenever anyone crosses me. The other junior  
partners at the firm where I work have developed a new respect for me,  
and even the senior partners have begun to give me a wide berth. I am  
now experimenting with other predator urine, including wolf and bear,  
but coyote remains my favorite.

Is this Word of Mouth marketing? If it is, its the best kind, because  
it's too darn hard to determine if it actually is marketing. Just like  
the best pieces of irony are those that readers aren't sure are meant  
to be taken as irony.
--Christian Nelson

On May 22, 2009, at 11:37 AM, Charlie Balch wrote:

> In today's Washington Post:
> http://www.washingtonpost.com/wp-dyn/content/article/2009/05/21/AR2009052104
> 472.html
>
> We need a new term. Viral marketing doesn't fit.
>
> ... <SNIP> ...
>
> For a day or two, a black T-shirt featuring an image of three wolves  
> baying
> at a full moon claimed the top slot at the online store's clothing
> bestseller list, beating out the usual, unremarkable mix of Levi's 505
> regular-fit jeans, Crocs clogs and Adidas running shoes.
>
> And really, why wouldn't you buy the shirt, which is priced from  
> $7.65 to
> $17.93, depending on your size? Just read the long and growing list of
> customer testimonials promising earth-shattering experiences or  
> psychedelic
> vision quests upon purchase.
>
> "I bought this shirt and instantly old girlfriends started calling me
> again," wrote one reviewer.
>
> "My doctor says the cancer has gone into remission," wrote another.  
> "Thanks
> for changing my life!"
>
> As retailers, media companies and even government agencies attempt  
> to get
> with the times and connect with an online audience, every once in a  
> while
> they get a reminder: Anybody, or any group, armed with a Web browser  
> can
> anonymously game the system and manipulate the marketplace at sites  
> inviting
> user feedback -- for profit or just for fun.
> ... </SNIP> ...
>
> Charlie
>
> Charles Balch MBA, Ph.D.
> Professor of Business and Computer Information Systems
> http://virgil.azwestern.edu/~cvb
>
>
> _______________________________________________
> The Air-L at listserv.aoir.org mailing list
> is provided by the Association of Internet Researchers http://aoir.org
> Subscribe, change options or unsubscribe at: http://listserv.aoir.org/listinfo.cgi/air-l-aoir.org
>
> Join the Association of Internet Researchers:
> http://www.aoir.org/