Those of you fortunate enough to live in Canada, (smile) may be familiar with a CBC radio program called Q. I'm in love with the host, Jian Gomeshi, and I can safely say that since my husband almost never reads my blog. There's something alternately sexy and soothing about his voice. I'm not the only one who thinks so. I've heard movie stars and rock bands gush endlessly about it. I could go on and on, (I love you, Jian. Passionately!) but that's not really what this blog is about.
Last week, he interviewed a guest that was promoting his own book on advertising. I can't remember the name, or the title of the book, but it was about the art of wooing, and perhaps deceiving the customer. From a warm vanilla fragrance in a men's store to Justin Beiber's song choices, it was all about the sizzle of the sell. It got me thinking.
I've been in business since 1989. I've placed a lot of ads from then until now, though my favorite is still the first one, where I posed the question, 'Do you have a rendezvous with destiny, or are you just trying to make it through the day?' I had no focus group, except my five sisters and one brother, so I just went with it. I wanted to reach the parents that were like me, living on the edge, trying to survive a fussy baby and retain a form of sanity at the same time. Some may question my first brochure that boldly proclaimed 'The best baby carrier in the world.' It was my husband's idea, and I freely blame him now that I've seen the show Elf. Will Farrell goes into a coffee shop and says to the immigrant owners, "You've done it! Wow, congratulations! You have the best coffee in the world!" This, after seeing it on the front of the shop.' It never occurred to me that we were setting ourselves up to be mocked by Will Farrell. (though it would be very good advertising.) We figured, why not just tell the truth, as we see it? So we did.
In the early nineties, we sold a combination purse/backpack for busy mothers. The slogan we used was 'ashamed to be seen with the old bag?' Later, this was pointed out to me as being extremely sexist towards women, so we didn't use it anymore. To equal things up, I could have changed it to 'old bugger,' but then it wouldn't have made sense.
My favorite ad ever was made into a poster for the stores that sold our product. Vin Diesel had just worn the babyTrekker in the movie 'The Pacifier.' We got a poster from the movie, added the words "The babyTrekker available here, Vin Diesel not included, and sent them out. The stores and customers loved them. Later, we realized that Disney had actually not given their permission, so we took them down. My apologies to both Vin Diesel and the rich people who own Disney studios. And thanks for using our carrier.
My next favorite ads were made in 2007, which we called 'The Year of the Bond.' One of them is on the homepage at www.babytrekker.com right now. The caption was 'The only girl invited to boy's night out.' It featured a local pharmacist, Cory, and his second baby daughter. There was a number of friends there, and I think it was the Grey Cup football game that they were watching. It was such a fun shoot, and the baby loved the attention. She also loved the game, as you can see from our poster. We did two other ones of another friend, Chad Plamondon, at the laundry mat with his baby Isobel. The caption was 'Does laundry, Loves to Dance.' His wife Cara kept saying, 'and he does!' Our other one was the same guys from the first poster with my friend Jenna's baby held by yet another pharmacist, Dennis Fancy. The guys are playing poker, and the slogan was 'You gotta know when to hold 'em.' Not all the stores put the last one up, figuring it promoted gambling. Not.
Presently, we have no advertising budget. Our carriers are made in Canada, so that explains that, ( since you probably know about the high cost of absolutely everything.) However, I am encouraged by another form of advertising called 'word of mouth.' Because, no matter how much fun we have with our ads, nothing has ever been as successful for us as the enthusiasm, cajoling and outright preaching of our babyTrekker customers. I even had an order from a woman who was about to buy a carrier in Walmart when she was hauled out to the car of a complete stranger so that she could try on the woman's babyTrekker. Now that's what I call commitment. Thank you, dear babyTrekker customers. Many of you have returned so many times and purchased so many carriers for others, that you feel like a friend. So, Judith Vogel of New York, New York, I wasn't kidding, the last time we spoke. I really am going to come for tea some day soon.
