It is that time of year again, and the students are
returning to Enema U. On campus, you see
a few more of them every day. They come
looking for classrooms, trying to find the cheap used textbook, moving into the
dorms, and seeking out professors for advising.
I generally enjoy the latter, even though I tell every student pretty
much the same thing: “Sex and real
estate—get all you can while you are young.”
The university is doing a lot of advertising. Signs, banners, and flyers are all over the
campus. Our bookstore has thousands of
sweatshirts emblazoned with the school name and colors. Every fraternity is pushing for fresh meat, professors
are advertising half-filled boutique courses, and the Athletic Department is desperately
begging students to attend games. There
is a frantic feel to some of the advertising, which is baffling when you
consider that almost all of this can only be seen by students who have already “bought
the product”. Before any student sees
this advertising, we have already cashed their tuition checks.
Instead of posting yet another flyer on an overladen
bulletin board, perhaps the university needs to be a little more creative.
Years ago, I used to be a little more involved in
advertising. My company bought and sold
computers and the various manufacturers all had co-op advertising programs to
help small stores defray the large cost of marketing. The typical arrangement was a 2% budget. If I bought $100,000 worth of computers and
printers from Epson, they would give me $2,000 for advertising as long as their
products figured prominently in my ads.
I can remember negotiating a 4% budget once on a quarter of a million
dollars of computers, but this only happened after the salesman and I killed
two bottles of Absolut vodka in my backyard.
We woke up in the grass when the timer kicked on the sprinklers, but by
then the contract had been inked.
Over the years, I have paid for advertising on the radio, have
placed ads in newspapers, and have bought a lot of signs. So it was only natural that, when one of my
friends opened up a bar just off the docks of Galveston, he came to me for
advice about how to publicize his new business.
“How much money have you budgeted for advertising,” I asked.
He scratched his head, looked at me and said, “I guess I can
spare a hundred dollars.” It was less
than a week from the opening, and my friend had evidently thought that the
advertising was something that would take care of itself.
Worse, the hundred dollars was not his advertising budget
for the next week--this was all he could afford to spend for the next several
months. He had a bank loan to repay, and
the bar wasn’t likely to turn a profit until the summer tourist season began in
six months. This was a challenge, but as
we spent the evening testing his new bar taps, we worked out an ambitious
advertising campaign.
This was more than thirty years ago, and the internet has changed
our world so much that we missed the passing of some small ordinary items of
our lives. At one time, if you wanted to
sell Aunt Tilly’s teapot, you posted a cheap ad in the local newspaper. Before eBay, before Craig’s List, and before
the internet, the local newspaper carried page after page of inexpensive want
ads. You could post a three line ad every
day for a week for as little as $3.50.
This was a price that fit my friend’s advertising budget perfectly.
The first ad was posted in ‘Help Wanted—Professional’. “Poet Laureate wanted for public cat
neutering ceremony. Apply Anchorage Bar,
Canal Street,”
When the ad came out, I think it only took about four days
before every person on the island knew about it. By word of mouth, alone, everyone heard of
it. A few people even applied for the
job, but they were disappointed to learn that the poet had to speak Gaelic. Strangely, no applicant was qualified.
The second week, we posted an ad in the ‘Want to Buy’
section. “Desperately needed, left-handed
Camel blanket. Anchorage Bar, Canal
Street.” No one showed up with a camel
blanket, left or right-handed, but the need for one was discussed at length
about town.
We offered employment for a steeple jack, but he had to be
experienced and furnish his own safety equipment. We also offered to sell the Canal Street
lighthouse (there isn’t one), and at one point offered ‘Genuine Imitation Moon
Rocks’ by the ton. Business at the bar
flourished, the newspaper probably sold more copies than normal, and we kept to
the original budget.
Perhaps the university could try something similar. They could try posting an ad in the student
newspaper. “Wanted—administrative harmony.” “Desperately Needed--Students with a desire
to challenge their preconceived ideas.”
“Library Seeking Patrons.” “Now
Hiring--Faculty who yearn for the classroom.”
“Lost--Regents who care more about the attendance in the classroom than
the stadium. (Everyone will be rewarded).”
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Normally, I would never force comments to be moderated. However, in the last month, Russian hackers have added hundreds of bogus comments, most of which either talk about Ukraine or try to sell some crappy product. As soon as they stop, I'll turn this nonsense off.