Where's the TV commercials for EI products? I don't see any.
Where's the ballpark fence ads? I don't see any.
Where's the Sports Illustrated ads?
These are the kinds of media required to sell this sort of item. I don't think these areas of advertising are being utilized, at least not to any depth.
Where are the current ads that comprise their PR/Marketing expenditures? Probably mostly in Funeral Homes, where EI products are "sprung" onto the consumer before he/she has a chance to consider that kind of product. So they opt instead for the basic casket/urn, because it's a "safer" play for them. They haven't had the chance to consider how the departed or the mourners will react to such a different and unique product. In the end, many of those unsuspecting consumers, who know nothing about EI, opt for the "safe" play, and buy the conventional casket.
You see, the consumer needs to be aware of this sort of product before the death in the family so that the item has time to be given some thought, if that makes sense, before emotions cloud one's thinking. "Celebrate a life lived", or something like that.....isn't that what EI used to say? Hence, the consumer will be better prepared to "celebrate" should they "know" about it before they talk to an undertaker.
It becomes much like making preparations for a wedding.
And, maybe most importantly, the product needs exposure to gain consumer acceptance. It's a unique product, unconventional in ways, so it needs consumer awareness to gain a certain acceptibility.
And that is where visual TV and magazine ads are desparately needed. It is imparative that the consummer is bombarded with visual ads before they make the EI choice. It's just human nature. That's the way it has to be with these products. It's like "Ronco" products. You buy the dang "Ronco Dehydrator" only after you see the TV spot a zillion times, enough to convince you that it is perhaps a worthy product for your needs.
So, EI has "marketing" expenditures, you point out. But, I say, are they the right kinds of expenditures? I think not. We need more visual ads to gain consumer acceptance.
Then, because the consummer has been exposed so long to EI products, it becomes natural for the consummer to opt for an EI product when faced with a death.
Until this visual media blitz hits we will not see a great run on EI products.
It just ain't gonna happen without TV and similar visual ads.
This product will sell. The stock will go to $4. Easily.
But this will happen only after sells rocket. And that will only happen after a big media ad campaign, complete with Hank Aaron or Johnny Unitas, shown walking among rows of caskets and urns, and telling the listener how cerished it would be for you and your loved one to have EI products to help you celebrate a life.
That is how any LOC dollars should be spent -- on visual ads.
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