Creationist WOM Eggs-ample
“On-Egg Messaging” is a classic example of Creationist WOM at work. Marketers believing in Creationist WOM contend meaningful Word-of-Mouth Marketing can be an artificially amplified occurrence. These marketers believe they can create conversations between customers through capturing their attention.
According to a Dallas Morning News article, Egg Fusion frames its sales pitch by promoting there are at least four consumer impressions per egg. The first impression happens when you open the egg carton in-store to see if there are any broken eggs. Second impression occurs at-home when you transfer the eggs from its carton to the egg container in your refrigerator. The third impression is when you take the eggs out of the refrigerator as you prep for a meal. And the fourth impression happens when you crack the egg shell. (Impressed?)
George Schweitzer, CBS Marketing Group president, bought the Egg Fusion sales pitch and has high hopes for the effectiveness of the advertising tactic. He’s quoted in the Dallas Morning News article as saying, “It's one of the ways we can be intrusive and inclusive. It's right in your face. You can't avoid it.”
I agree with George … we can’t avoid it. However, we can be annoyed by it. This “On-Egg Messaging” advertising tactic reeks of ad creep to me.
Let’s hope CBS saved some of its marketing dollars to spend on making their television shows worth talking about because if the only thing worth talking about is their “On-Egg Messaging” ... then CBS’s Fall Schedule is in trouble.