Bad Marketing, A Case Study

December 21st, 2007 → 5:29 pm @ Josh Hermsmeyer


So I was chatting with my friend Ken today, killing time this Friday before Christmas, and I stumbled upon this:

Dumbfounded, I had to seek assistance. Here’s the conversation that ensued:

Josh: you’re a lawyer, can you explain this? http://www.flickr.com/photos/50783537@N00/2125978368/
Ken: lol
Ken: whah
Ken: what are they offering?
Josh: i have no idea
Josh: drool is forming in the corner of my mouth just looking at the copy
Ken: half off
Ken: buy 2 get 1 free
Ken: i think
Josh: buy 2 of what?
Ken: 2 double deal sandwiches
Josh: you’re not getting a double deal for free
Josh: you’re getting something else for free…
Josh: “buy a double deal, then get a free single deal”
Josh: so is that like buy 4 get one free?
Ken: 3 for 2
Josh: so, there are double deal sandwiches
Josh: and single deal sandwiches
Josh: and if I buy 2 double deal, I get a single deal?
Ken: still that agency should be fired
Ken: it would make sense to people if the double deals were around, but they’re new
Josh: but what is the double value menu?
Josh: is that the same as the double deal? or different?
Ken: double deal sandwiches are on the double value menu
Josh: which is new?
Ken: the menu is
Josh: …no no the single deal is on the double value menu.
Josh: which of course makes perfect sense
Ken: so, when you buy a “2 for” for $x.xx, you get a free item off their single deal menu
Josh: no that cant be right. the single deal is ON the double value menu
Josh: read the first two lines
Ken: there are going to be single and double deal items
Ken: here you go: “Buy one for double price, get one free.” :) from the comments on Flickr.
Ken: funny

———

Josh: did you count how many sandwiches and hot dogs are pictured?
Ken: more than 2
Josh: makes no sense
Ken: totally not
Josh: “2 for” double deal sandwich?
Josh: wtf
Josh: I’m scared and confused
Josh: the fine print says “2 for” sandwich prices may vary
Ken: maybe its like wendys
Ken: double and single burger
Ken: so on the double value menu, you get 2 sandwiches for $x
Josh: no
Josh: because the single deal is on the double value menu
Josh: says so right on the second line
Ken: thats what i’m saying
Ken: both double and single deals (referring to number of patties) are on the double value (or 2 for) menu
Josh: thats the theory you’re going with eh?
Ken: look at the pic
Ken: the front ones are singles
Ken: and the 2 back burgers look to be double
Josh: back right looks single to me
Ken: maybe
Ken: but my theory still works
Ken: cause like you say, single deal is on double menu
Josh: I would say that calling a double patty a double deal is incompetence, but that would just be stating the obvious given the ad
Josh: you could actually be right

———

Josh: so explain the “2 for” double deal to me
Ken: here you go, found it
Ken: http://hungryasa.com
Ken: play a game and stop worrying about it
Josh: rofl
Josh: i love it
Josh: their entire site is a game for the next 9 days
Josh:…in anticipation of the double value menu??
Ken: thats when the promotion starts
Josh: really?
Ken: only until jan 31
Ken: “The online game supports Checkers/Rally’s’ new value menu. It will offer 17 items, 10 of which start at $1 and seven double burgers and chicken and fish sandwiches offered at “2 For” prices ranging from $3 to $5.”
Josh: so 2 for is a price?
Josh: ???
Josh: wtf
Ken: 2 sandwiches
Ken: offered at “2 for” prices
Ken: yes
Josh: so thats half price?
Ken: i think, yes
Josh: excellent
Josh: very clear
Josh: and they have no problem calling them double burgers here
Josh: so that cant be what “double deal” means. there goes your theory.
Josh: wait
Josh: so if “2 for” means half price
Josh: then their coupon basically says “one free single deal when you buy a half price sandwich?”
Josh: wtf
Josh: shocking display of marketing ineptitude
Ken: i imgaine it makes more sense if you saw the menu
Josh: i have my doubts

The best part of all this foolishness is that this burger joint is really gearing up for this promotion, and has obviously spent a bunch of time and money developing it.

Bringing this back to wine, after trying to make sense of this burger coupon, I think I have a better idea of how the average diner feels as he peruses the wine list at his favorite white tablecloth now. Bewildered.

Honestly, would you rather have a nice Staatliche Weinbaudomane Schloss Bockelheimer Kupfergrube Kabinett, Nahe with your Salmon or a Hospices de Nuits Nuits St. Georges 1er Cru Les Didiers Cuvée Jacques Duret Bouchard Père et Fils?

I bet you punt and buy the Cardinal Zin.

There’s a reason why like, 10 people from the US have passed the Masters of Wine exam. Wine is hard. We should all work a little harder at making it easier, and more fun.

Bonus: a free bottle of Capozzi Olive Oil to the person who leaves a comment with the longest confirmed wine name!

Merry Christmas!