Friday, April 12, 2013

K-Mart commercial reminds us their company is shipping the bed

I admit it. I'm a sucker for juvenile humor. That's why it's weird that I seem to be one of the few people not in love with the K-Mart commercial. Just in case you haven't seen it, here it is.


There are a couple of problems with this commercial. First, it's just one joke repeated over and over. Okay, got it. "Ship" sounds enough like the word for poop that when said with "my pants", "my bed" or "my nightie" it sounds like they are saying something naughty. Tee-hee. It's not hilarious, but it is sort of funny, especially because it's stodgy old K-Mart. 

Which brings me to my other points. What is K-Mart known for? Well, it's been shipping the bed in the retailing world for several years. Thanks for the reminder. I'm sure your investors find this hilarious. 

And finally, what is the message of the commercial? Does it sell anything? Hardly. The message is "if you can't find it in our store, find it at KMart.com right now, and we'll ship it for free."  I was recently in a Kmart in Greenville, South Carolina and there was so little merchandise in there, I guarantee you they don't have what I want. A better commercial idea would be to convince us Kmart will have what we want in stock. The problem with that strategy is that they'd have to actually execute it. That's hard work and takes money. When I want to buy something online, I don't check Kmart first, I go straight to Amazon.com where, because I'm a Prime member (only $79/year), shipping is always free. And I'll bet the price and selection is a heck of a lot better than it is at Kmart or Kmart.com.

In case you think I'm just easily offended and don't like the bad word inference in the Kmart ad, that's because you don't know me. Like I said, I'm a sucker for juvenile humor. 

Remember the Dollar Shave Club Commercial that went viral? It was much more cleverly written, funnier and conveyed a compelling message: We sell "f***ing great" razor blades and send them directly to your home for as little as two dollars a month. 

Two days ago, I spotted this New York Times article about Dollar Shave Club. In it, they wrote:
"In the last year, Dollar Shave Club, now based in Santa Monica, Calif., increased its full-time staff to 24 employees; began to sell three types of blades that are sourced from overseas manufacturers and sold for $1, $6 and $9 a month; and introduced a product called shave butter."