As you may or may not know I have a hard time with bad advertising. My number one pet peeve is an owner doing their own advertising like Bob’s Discount Furniture and Ernie Boch Jr. These guys are just cheese ball owners in monkey suits. But?
WB Mason is a bigger offender. They actually have an ad agency doing their stuff (I don’t know who they are but I’m sure WB Mason calls the shots on that account). I wouldn’t be proud of or take credit for the WB Mason campaign. Their commercials (positioning and identity) are all about how they are the lowest price.
Done in 1930′s style (as detectives) they compare themselves to the office supply superstore (aka Staples) and how customers are getting soaked in high prices (as a woman is carrying out a box of copy paper). First off those boxes are heavy!
How sad. It’s pretty pathetic when the only promise you can make to a customer is price. Basically you are a commodity at that point. Why even advertise WB Mason? You’re already the lowest price. If I’m a cheapo customer and I buy solely on price then you’re for me! Trust me I’ll find you, they always do.
Check out their cheesy commercial:
Personally I’d like to build a strong brand like Staples. One that offers value added services, education, and of course… The Easy Button! Now that’s some real branding. WB Mason, take notice of how it’s supposed to be done!
People actually buy the Easy Button.
What would anyone buy of WB Mason’s? Ah, nothing because customers don’t have a true connection with them.
So for those owners and so called marketing executives that position on price I say good luck and good riddance. You are closed minded and unfocused on the big picture.
Give me a client that wants to make a customer feel part of something like those Easy Button people of Staples.
And have you looked at WB Mason’s website? It looks like my 14 year old nephew designed it. That really represents their true positioning….cheap!