Brand Central Station

Every first-year marketing student learns about the “bandwagon” … it represents a concept of consumer preferece.  A product achieves momentum via perceived popularity.  People see others using a certain product (or uttering a certain catch phrase or espousing a certain idea) and then they start adopting that same product (or slogan or philosophy) for the simple reason that they don’t want to be left behind.

It doesn’t say much for peoples’ ability to make their own, well-reasoned decisions.  But in the world of marketing, the physical concepts of momentum and intertia are very real.

Unfortunately, the bandwagon also rolls through the marketing profession – and every once in a while, it gets really obnoxious.  This year, the marketing concpt we would probably be better off without relates to the economic stimulus package passed by Congress earlier this year.

The federal economic stimulus package generated nearly a trillion dollars to various businesses and, indirectly, has spawned a number of marketing derivitives:

CBS introduced its own “entertainment stimulus package” on Monday Nights, but may bail out by early summer if ratings and ad dollars don’t pick up. 

Carmike Cinemas, on the other hand, is putting it’s stimulus efforts into Tuesdays, creating a “Stimulus Tuesdays” package, offering deals for drinks and popcorn.

Valpak, the mother of all marriage mail direct mail programs, is now presenting itself as “the original economic stimulus package, since 1968.”  (I guess the Marshall Plan didn’t count.)

Uncle Ben and his rice company are insisting their dollar-off coupons are part of the national stimulus plan in their most recent print campaign from TBWA Worldvision.

Gold’s Gym’s “Fitness Stimulus Package” includes a free, 7-day pass and some other extras to help get consumers’ minds off their economic problems.

CiCi’s Pizzaria and Domino’s are both putting their own spin on the economic stimulus and recovery program, by offering a million pennies and a pizza-delivering CEO, respectively.

The NY Times has much, much more.  Just do us all a favor, don’t let your ads wind up on our list.  That’s right, I’m asking readers to submit “stimulus-related” ad and promotional messages they’ve seen.  Tell us what you like and what you don’t like below.

Thanks.