This past Saturday started off exceedingly well. I’d had a good night’s sleep, woke refreshed, enjoyed a long, relaxing run and looked forward to a day in Red Bank where my wife and I would see a movie and have dinner.
But, then Optimum Online came into my world and began to reach out and touch me in highly inappropriate ways. First, it was a television commercial as I was catching up on last night’s sports scores. Then, later, as I began reading my latest British murder mystery book, I was subjected to an Optimum Online radio spot. Ok, no big deal in the grand scheme of things. I can deal with two commercials from the same advertiser.
As we drove to Red Bank, though, I spotted not one, but two, hideous billboards proclaiming the benefits of Optimum’s cable and Internet services. The car radio also carried another spot (note to self: get Sirius or XM Radio installed). But, the coup de grace came as we entered the movie theatre and sat down to await the screening of "Little Miss Sunshine" (which is highly overrated btw. Reminded me of "National Lampoon’s Summer Vacation," but not as funny). So, as the screen flickers to light, guess what I see? Another friggin’ Optimum Online commercial!
In less than a half-day, this company had managed to totally invade my private space and intrude on my relaxation time. Not only was their advertising ineffective, it was counter-productive. When will marketers wake up and realize that they need to reach me in smarter, less intrusive ways that I "opt-in" to? If part of their message is speed and another is programming choices, they should figure out smart and strategic marketing programs to reach me when my mind is open to suggestion (i.e. Since I just purchased a BMW M3, what about some sort of co-brand? Since I prefer several series on Showtime and HBO, how about some sort of smart product placement/mentions in "Weeds," "Brotherhood" or "Curb"?).
As for now, I’ve decided to "opt out" of any Optimum Online purchase consideration. Their "integrated" advertising campaign may have reached out and touched me, but rather than a gentle caress, I feel like I’ve been mugged by a cast member of the Sopranos.