When do you know it’s time to dump your data and start from fresh? For some that may be a difficult predicament but in the case of Óptica Central de Arroios, I would think it was as obvious as it gets.
Last week, a friend of mine received a letter from Óptica Central de Arroios and it read something like this:
Dear Customer (bit of a giveaway of what’s about to come…)
With the passing of time, our vision becomes altered and it is therefore important to take a new exam to make certain that the optometric values have not changed, in other words, whether you have the appropriate lenses.
It’s been more than two years since the date in which you ordered your prescription lenses in our establishment. That’s too long of a period without changing your lenses.
Then the usual sell including 20% discount etc. The letter ended with a stamped company name and address and a signature in pen equivalent to a 3 year old’s attempt at writing his/her first name.
The fact that the actual letter is an example of the type of marketing that should never have existed, let alone presently when there are so many options, that’s not the point here.
You see my friend has never been to the aforementioned “establishment” in his life – in fact he has never used prescription lenses ever. His eyesight is just fine, which is more than I can say for Mr. Scribble at Óptica Central de Arroios. Who really needs glasses?
{ 8 comments… read them below or add one }
you are so rigth…but let me tell you something…the person who wrote that letter as a degree in marketing!!!
so funny isn't it?
Well if that's the case then yes it is indeed sadder than I thought! You know the person who wrote the letter?
I’ve only today saw your reply to my comment. I got you were kind of joking, still I was a bit weird to come up such ad in Guardian pages. I read it online everyday, even if not every feature and I haven’t come across such gross ads anymore. My implication that “it is what they think of us” was more to do with the fact that you mentioned the ad look like syndicated, so, in a way, aimed at us. If that was the case, someone must have though that sir of stuff appeal to us. Guardian is quite considered if a reader writes them with a complaint. I’ve had that experience myself when I used to have a subscription and sometimes I could not read some of the features. They would always kindly reply and sort out the problem. Regarding the oddity of on-line ads you’ve been point out some more peculiar examples of usages of advertising in 2.0 that do not match the subject featured. Like your post on Manuela Ferreira Leite with chat and love affairs small ads or your new one “Campaign 2.0 – what in the hell?”. Which takes me back to my previous question: Would it be because, in a way, on-line advertising really does not work? Or does it not work because it is so misplaced?
Thanks. Well online advertising is a paradox – those with most money to invest in advertising in our country for example are those that have the least interest to the online community. No rules = caos. I believe its the low standards people set and the little work they are prepared to accept in selling the ROI of online advertising – most probably don't know what the benefits are and who will actually gain from it. Online ads are working relatively well in States because they have better clients and better suppliers.
Thanks for you explanation regarding online advertising in our country. But you know they did it again? Today, There I was, going to my daily read of Guardian on-line and what am I showed in the front page? You’ve guess, the fart machine ad. It has not been there for a couple of weeks or so. The other on-line ad that upsets me, because it gets in out you’re updating, is this one, from a beverages company, I think, that keeps popping up on Myspace. Is is so annoying that all I really do is keeping closing it without even looking at it. So, another case of an ad that does not work.
I guess the fart machine is far too tempting in the present crisis – alot of hot air if you ask me! Make sure you write to the Guardian and let them know how wrong it is!
Lol I think you're right, the crisis, the machine and a lot of hot air. Still, is silly. I've already sent an e-mail to the Guardian. Let's see if the machine goes for good or keeps showing up now and then…
Please keep me informed!