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Are you man enough to break out your zig-zag scissors, your lug-nut stickers and “man book”? I know I’m 
not. But get ready anyway because apparently . . . scrapbooks aren’t just for the women-folk anymore (or so the marketers would have you believe). Nosiree Bob, the exterior plumbing set is getting their own version — the “man book.”
I’m not kidding. You just can’t make this stuff up, folks.
The Wall Street Journal has made it a story last week and it’s one of Rosie O’Donnell favorite hobbies (notwithstanding large-scale demolition expertise and Vietnam War historian . . . suddenly).
It’s being billed as “inventive ideas for masculine layouts”?! Now there’s a sentence that contains its own contradictions. Right up there next to “all men” and “scrapbook pages.”
From a marketing point of view, I found this line from Stampin’ Up (a major scrapbook supplier) CEO Shelli Gardner to be particularly telling, “They may not be begging for it, but we need them [the male market].”
Ah, now there’s the truth in all this. That’s what’s happening folks. Men are not clamoring for this. The real bottom line is that the scrapbooking industry’s sales are plummeting faster than Britney Spears’ custody chances, and they’re trying to open up a new market. And any time you want to open up a new marketing, ya gotta leaven in a good healthy dollop of common sense.
Apparently common sense has fled Ms. Gardner’s building. Oh, it should be noted that Ms. Gardner’s company is in Utah and most scrapbooking suppliers are based in Utah. Not coincidently, scrapbooking got its start with the Mormon Church. Let’s see, whatta we got here: Utah . . . Mormon Church . . . high concentration of failing scrapbook suppliers. Click-click-click — that’s the sound of puzzle pieces falling into place.
Ahhh, its all becoming much clearer now, isn’t it? See, marketing drives everything. Follow the money and the real facts of the matter emerge.
And may I say I am so glad that no prospective client has ever asked me to write copy for such a ridiculous idea. To even think of taking on such a project . . . I’d have to say no for the same reason that one guy gave: “I would probably have to cash in my Man Card.” Amen, brother.
Blogger Debbie Schlussel has more of the lowdown on this ridiculous idea. Read her post –scathing and wicked-good fun!
Original inspiration: Girlie-Man Nation: Men & Scrapbooking (”Man Books”) By Debbie Schlussel
P.S. - Took a quick poll of friends with a good spread of men and women about the viability of male scrapbooks and couldn’t find anyone who thought it was a good idea. Comments ranged from “Hell no!” to “Oh! Hell No!”
‘Nuff said.
Like what you read? Then click here to buy me a coffee.
By Walter |
Topics: Marketing Mishaps, Pro Analysis |
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Comments
not. But get ready anyway because apparently . . . scrapbooks aren’t just for the women-folk anymore (or so the marketers would have you believe). Nosiree Bob, the exterior plumbing set is getting their own version — the “man book.”
April 16th, 2007 at 7:20 am
Walter:
Great post. What are some marketing execs thinking? It reminds me of a line from a famous movie producer who once said, “If people don’t want to come, there’s nothing we can do to stop them.”
FYI: The other really bad marketing decision recently was Always Maxi Pads inserting a “Have a Happy Period” message on their product. Women are outraged. Talk about alienating your customers.
Lois Kelly