The Demise of a Tagline.

Bank of America is a prime of example of taking a tagline, which is meant to help grow your business and turn it into a PR nightmare, A.K.A. a lie and my conversation below proves it.

Wikipedia defines a tagline as a variant of a branding slogan typically used in marketing materials and advertising. The idea behind the concept is to create a memorable phrase that will sum up the tone and premise of a brand or product (like a film), or to reinforce the audience's memory of a product. Some taglines are successful enough to warrant inclusion in popular culture, often becoming snowclones.

If you go to Bank of America's website, they say:

"Get more from Online Banking ...Save time managing your finances, so you can spend more time living your life."

I tried to get my year end statement for tax purposes, but they do not offer that service. They offer a summary at a charge of $9.95, but do not offer one full year end statement. Here is my online conversation with one of their reps. I wonder why Bank of America doesn't include this conversation in their marketing collateral? Possibly because it contradicts getting "More" or being "Easy".

If a company were to choose a tagline of "Open All Day Everyday", what would you think if that same company was closed 7 days a week? You'd think they were liars. Which is why I think Bank of America is comprised of liars AND people that decide on the advertising/marketing campaigns that don't truly understand the offerings of the company. This often provides a major pitfall for some companies.

Verbatim Conversation:

Welcome to Bank of America . My name is Patricia. How may I help you with your Bank of America credit card today?

Patricia: Thank you for choosing Card Services. How may I provide you with Exceptional Service?

you: I am just trying to find my year end 2008 statement for tax purposes of all my transactions. Is this available online?

Patricia: Thank you for being a valued Bank of America customer. I would be happy to assist you with your account, Jayme.

Patricia: The summary is not available online. Would you like me to see about mailing it for you?

you: yes please.

Patricia: Great! For security purposes may I have the last four of your social security number?

you: [I obviously deleted this line from this post]

Patricia: Thank you.

Patricia: I can send a Year End Summary for $9.95. The delivery time frame is two to three weeks. The alternative is to print monthly statements online for free.

you: wow, you guys don't do free year end statements like my other credit card?

you: OR have the option online to do so?

Patricia: Our accounts do not offer a free Year End Summary. The alternative is to print monthly statements online for free.

you: I really don't mean to be difficult but I find that somewhat disappointing considering my other cards offer that service

Patricia: I can definitely understand that. I truly apologize for the inconvenience, Jayme.

you: on top of the fact that I save Bank of America money each month by never making a late payment OR requesting paper bills.

you: That saves Bank of America the cost of printing that paper and stamps, but yet you want me to pay the first time I need something sent to me in paper? Have I ever received a discount for paying things online versus paper bills? I've done this as long as I've been a customer of Bank of America, I'm sure you can imagine that saves you quite a bit of money.

Patricia: Are you still with me? Please respond so I can leave this chat window open to answer any Credit Card questions you may have.

you: yes I do

Patricia: Okay, great! You can print your monthly statements online for free instead of paying the $9.95 for the summary.

you: please note that I will be cancelling my account due to this ludicrous option of having to pay for MY statements

Patricia: The statements are free online, Jayme.

Patricia: You are asking for a summary which is different from monthly statements. The fee is for preparation and delivery costs.

Patricia: I will note your comment on file.

you: I don't want a summary

you: I want one file with my entire report of what I paid for what

Patricia: That is a summary.

you: I do not want or have time to go and print 12 different statements for every month when I need the entire year

Patricia: I can definitely understand that.

you: It's not a summary if it's 12 statements tied into one file.

Patricia: I truly apologize for the inconvenience.

Patricia: Yes, it is a summary, if it is summing a number of statements.

Patricia: Do you have any further questions regarding your credit card account?

you: A summary is defined as –noun 1. a comprehensive and usually brief abstract, recapitulation, or compendium of previously stated facts or statements.

you: I do not want a summary, have you listened to what I asked for?

Patricia: The Year End Summary will not provide the transactions listed singly, it will summarize them in their category types.

you: I don't want them singly, hence the reason I asked for a year end statement, not a year end summary. Please read the very first entry of my portion of this conversation.

you: You mean a company as large as Bank of America does not have the capability for what I want?

Patricia: Okay, we do not offer them any other way than singly or the Summary.

you: so online when it says "make banking online easier", that is not a true statement?

Patricia: Yes, it is

you: How can one manage their account when a company your size is not even capable of producing such a document?

Patricia: Jayme, what you are referring to is our Year End Summary, I apologize for any confusion.

Patricia: Would you like to order the Year End Summary?

you: Other banks do, perhaps they should have that statement of "Get more from online banking" because I can't even get a simple document that numerous other banks offer. And I am not referring to a Year End Summary, I am referring to one document with every transaction for the entire year. I am referring to the exact same thing I received from Chase and Wachovia merely a few weeks ago.

Patricia: I truly apologize for the inconvenience.

you: Thank you for your time and confirming that Bank of America is poorly run with Poor Options or lack thereof. Please cancel my card/account effective immediately and let your supervisor know that I am going to a bank that truly gives me more for online banking, such as options.

So my question is this...why invest an exorbitant amount of money into advertising when you can't follow through with it?

.jl.

Stay Thirsty, My Friends

As a "writer", (I will continue to use quotes until someone else deems this an appropriate title) it's imperative I do my research when writing...even if just for a blog.  I want to come across well-versed and knowledgeable on my topics..no matter how mundane they may be. 

As I decided to write about Dos Equis and my new favorite ad campaign, I realized at twenty-six I may not be qualified for this topic having never drank a Dos Equis.  Needless to say it didn't take long to convince myself to buy a six-pack at the gas station across the street.  

One Dos Equis down.  The writing has reconvened.  

Being a professional in the marketing/advertising field (notice lack of quotation marks there as I'm confident I've earned this title), my friends constantly make fun of me for my love of commercials.  I adore tivo, but if I had it my way, I wouldn't fast forward through the commercials. I'd actually pause them, rewind, make comments with friends and even debate with my boyfriend..as if we don't do that enough already.  Call me a nerd, but I like to watch them, research them and take notes on them.  Nerd.  

Dos Equis has come out with this riotous multi-platform ad campaign centered around the Most Interesting Man (MIM) and it is truly hysterical.  If you haven't seen it yet, go ahead and check it out on YouTube.  (My sincere apologies for not knowing exactly how to post a video on this blog.  Keep in mind I am a work in progress and need Keith's help.)  For those pessimistic creative minds that complain daily "all the good ideas and slogans are gone," let me introduce you to the MIM campaign that started back in 2006 and is still going strong.  Just because we all got beat to the punch doesn't mean we should pout in the corner thinking every ounce of creativity has now been used up.  The campaign continues in the pursuit of all things hilarious with seven TV and three radio spots with one-liners including:

"His beard alone has experienced more than a lesser man's entire body"

"His charm is contagious, vaccines have been created for it"

"His legend precedes him, the way lightning precedes thunder"

"Fellas, leave the tight pants to the ladies.  If I can count the coins in your pocket, you better use them to call the tailor"

"It's never too early to start beefing up your obituary" (my personal fave)

"Happy hour is the hour after everyone from happy hour has left"

Two Dos Equis down and I'm starting to feel like writing and drinking could possibly go hand in hand.  I feel it important to note here that advertising is a lot like supporting your favorite band or musician by buying their CD rather than illegally limewiring it.  I must give kudos to a great campaign to drive up their ROI.  After all, I think they deserve it.  In todays cluttered market where patrons are bombarded with advertising messages everywhere from the bathroom stall, to GPS text messaging, it's hard to stand out and get people not only talking about your product, but ultimately buying it.  So I feel at peace with my decision to knock back a few cold ones on a weeknight.  I'm sure the creative execs would do it for me had this been my brilliant idea.  

I actually caught wind of this campaign long before I had seen a commercial.  I was at a local patio bar with a group of friends when they started impersonating Jonathan Goldsmith, the actor in the spot, with their own renditions of his one-liners.  (I must point out, that out of 45 or so entries on imdb.com, it seems these spots are the most noteworthy for Goldsmith.)  I won't lie and say I got it AT ALL, nor will I admit it was very funny.  But if anything, it did intrigue me.  It isn't often that a group of guys, on a Friday night, at a bar, bring up a commercial and talk about it in a good way (unless of course it's Paris Hilton trying to sell Carl's Jr. hamburgers by washing a car in her bikini).  It wasn't until after a pocket-sized portion of research did I actually get what these character friends of mine were doing, and after seeing the spots it made complete sense and made me laugh out loud (which is antonymous to LOL). The funniest part was knowing these characters decided to drink Dos Equis merely in hopes of setting the stage for their improv parody of MIM.  It made the night. 

My course of study and my profession always lead me to question any great campaign and how it relates to dollars.   It's common knowledge that it costs tons of money to write and produce TV spots (and that doesn't factor in the cost of air time which is beyond ludicrous), but how does it relate to a company's bottom line?  

In 2007, Heineken increased its marketing budget in the United States by 53% to continue to beef up the sales of Dos Equis and Tecate.  USA Today reported that in 2006 and 2007, Mexican beer accounted for half the import market and sales were up 15% and thought to continue on the incline.  The Mexican beer market has been hot for a few years so it only makes sense to put your money (advertising dollars) where your mouth is.  Literally.    

I searched all over this thing we call the world wide web and I didn't come across any concrete numbers on how the MIM campaign correlates into sales for Dos Equis (also Heineken).  Dos Equis has cultivated a multi-faceted campaign over the years to include cooler promos (the frosted doors of convenience stores to entice last minute decision makers to choose their brand in lieu of their neighboring cerveza), Breeders' Cup Sponsorships, partnership programs and more so it's nearly impossible to know the exact fiscal impact (unless you're privy to financial statements).  

If anyone knows a website or statistic to showcase how business and sales have increased (or decreased for that matter) for Dos Equis please let me know.  Meaty numbers aside, I know this campaign has sold at least one six pack (I'm such a rebel-I've already consumed half).  CNN also reports because of popular demand these spots will segue into a five-show reality series creating an extension of the media campaign but a spin-off in the search for the "Most Interesting Assistant" to assist the "Most Interesting Man".  Go figure.  Check out the Dos Equis website where hundreds of people have already applied for this gig (www.staythirstymyfriends.com). I simply cannot find it in my bones to discriminate reality TV because I will be waiting for this series with baited breath (and probably the commercials too). 

.jl.