A Question of Dumb Marketing?

Regarding Dumb Marketing, here’s an ad from this month’s Bicycle magazine. The product is a plastic wrist bracelet ID with your name and emergency information for a mere $29. Now, is it just me, or aren't EMTs are trained to look for an ID? Plus a driver’s license (which you've already paid for) can fit in even the tightest Lycra racing shorts.

The tagline for this ad about an ID bracelet is, “It’s who I am.” Thanks Captain Obvious!

Well that’s awesome.

     “I was so pleased, when I got my new Road ID bracelet. It was who I am. It had my very own name and everything. Thank you.”

                    Bill Stzanton, Dayton OH

So, at $35,000 per page insertion rate (circulation 435,000) and a 6 issue ad buy with a 40% gross margin:

1.  Do they sell the 36,000 Road ID units required to generate a paltry 2X ROI on the ad spend?

2.  Is it just me, or is that tagline really, really dumb?

Answer these two pressing questions with This Link!

Dilbert creator Scott Adams on Storytelling

Cartoonist Scott Adams chimes in on Storytelling in the hiring process – hilarious!

http://www.dilbert.com/strips/comic/2014-10-01