Monday, April 13, 2015

The greatest marketing campaign

Rich Darby,
Chief Operating Officer
I recently read an article that absolutely amazed me. It was the story of the greatest marketing campaign ever created. As I read the headline, big name companies such as Coca-Cola, Pepsi, Budweiser, McDonald’s, and even Chevrolet came to the top of my mind.

Wow, was I completely wrong. In fact, the greatest marketing campaign ever created was for a product that every one of you reading this article has likely purchased several times in your lifetime. Many of you paid 10,000 times more than its value and didn’t blink an eye. In fact, you may have been so satisfied that you went back and bought another one.

This product doesn’t take lots of expensive equipment to manufacture. Its packaging is basic and simple. You may often times walk past it if it isn’t on your mind. But when you are ready to buy it, you'll find a large assortment, and it can take up to 5 minutes to decide which is right for you. Can you guess what it is?

BOTTLED WATER. Yep, the bottled water industry has found a way to hook us. It is the greatest marketing campaign of all time! We have been bamboozled into buying a product that is so readily available to us. The campaign has placed doubts in our mind as to what poisons come out of the kitchen tap, when in fact many bottled water labels specifically say “contents derived from local water source.” Or, in other words, tap water!

I find this phenomenon absolutely intriguing. It's a great example of how to package a product or service in a way that speaks directly to the concerns of customers. If people can be convinced to buy bottled water when there is a water fountain close by, I'm confident that we can educate people about why a lined, sealed burial vault is a better choice for their loved one than a grave liner.

It doesn’t get any more simple than good old H2O!  

This article originally appeared in Trigard Tuesdays, our weekly electronic newsletter featuring information for the funeral industry. Sign up for your free subscription at

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