Ok here's is a case of a somewhat useful yet deceiving product with Target marketing that the old Malt liquor companies would be proud of (see Old English, candy cigarettes and countless other products sold only in the black neighborhoods). I first seen this commercial last night in the usual slot that live with the Oomp Camp would run or what the execs at UPN have labeled the "Black Hour" (note I have heard no such a thing from UPN execs so this is just my interpretation based on programming typically in the 2am slot). I am very interested to see how many people accept this belittling and generalization of black people that reduces us to Baby Mama avoiding black men who are chasing white women (sound familiar?). Is that all you could come up with? what was your budget? Who on the research team? It is time we really stand up to these companies who clearly do not know their demographics and base all marketing on perceived stereotypes and archaic marketing plans. There are so many ways that this product could work in the market place but damn at least pretend like you know your customers (or maybe you do).
www.dramatel.com if you feel how I feel please email "Dr Drama" and especially the PR firm behind this buffoonery!
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STEREOTYPE?? so, what your saying is black people should be with only black people? Whos the racist now? this is 2008 pal, and i think the ad is an accurate example of life in todays soceity. my wife and i are a perfect example. kudos to drama tel!!! youve been DRAMATELLED playa!! love it!
My name is Erik Di Somma and I created the DramaTel concept. Additionally, I am President of DDI Technologies, the manufacturer of the DramaTel Card. I'm writing to answer some questions you had concerning our most recent DRTV ad. Take some notes:
Q: Is that all you could come up with?
A: No. There are more DRTV commercials to come. The plan of any successful campaign is to engage in your audience's emotions. In this case, the emotion is humor. Additionlly, we plan to have a 1/2 hour show coming soon called "DramaTalk" where we will explore case studies of infidelity and how the DramaTel Card could have prevented it.
Q: What was your budget?
A: Well, our budget IS substantial enough for immediate growth. On Saturday, the 20th, for example, you'll see 3 entertaining DramaTel spots on the "Cheaters" program, airing nationally.
Q: Who is on the research team?
A: We have approximately 15 people on the media team, not including contractors with whom I've worked throught the 3-year development process. I have produced paid programming and sponsor-based television for over 10 years. My expertise, actually, lies in the marketing of the product more than the technology. The DramaTel launch was planned at a time to coorespond to the point in the economic cycle where infidelity is at its peak. That point is now.
As for your comments on sterotypes...
1- your credibility as a voice in equality vanished when you mentioned what you refer to as the "Black Hour" of programming. How someone who refers to 2AM programming as "Black Hour" could call our marketing tactics generalizing is beond me. If, however, you stayed awake during daylight hours, like the majority of our viewers, and watched the same TV, you'd realize that our commercials air all day and all night; not only on what you refer to as "Black Hour."
2- You claim we are a company who "does not know thier demographics." Contrary to what you may think, our demo buyer is completely level, across the board. Infidelity is no more prevalent in black families than it is in white, Asian or Spanish. This is why we chose to broadcast to the entire Atlanta DMA, not just in what you refer to as "black neighborhoods."
Finally, you may or may not have noticed that our skit is composed of a 50-50 split in black/white talent. We didn't choose this ratio on purpose; it just worked.
So, rather than claim a marketer is pretending to know its customers, bear in mind that there are companies like mine generating over 100 local calls per hour from customers who actually "need" the product being marketed. So far, we have helped many victims of toxic relationships with resolving problems they would otherwise be forced to live with.
With all due respect, what have you accomplished?
Edisomma,
If you would have used half of your obvious intelligence in your ad then maybe you will be more than a fly by night outfit. I think I did say that this concept was pretty good an would sell, but my issue was with the caricature that you made of the characters in your spot. I would like to know how many T-Moneys you know in 2008? and who has Baby Momma listed in there phone?
Now let me rebuttal some of your rebuttals:
Q: Is that all you could come up with?
A: No. There are more DRTV commercials to come. The plan of any successful campaign is to engage in your audience's emotions. In this case, the emotion is humor.
First I ask who is your audience? Of course you can't simply say cheaters because that's too broad. What is your demographic? Please explain to the readers who you think will find this funny.
Additionlly, we plan to have a 1/2 hour show coming soon called "DramaTalk" where we will explore case studies of infidelity and how the DramaTel Card could have prevented it.
I can't wait to see this I must say. For some reason I don't think any of your peers in Alpharetta will appear on the show.
Q: Who is on the research team?
A: We have approximately 15 people on the media team, not including contractors with whom I've worked throught the 3-year development process. I have produced paid programming and sponsor-based television for over 10 years. My expertise, actually, lies in the marketing of the product more than the technology. The DramaTel launch was planned at a time to coorespond to the point in the economic cycle where infidelity is at its peak. That point is now.
I was referring to your market research team. Who tested this product in the market place and reported the findings to you? what demo are the 15 "media team" members in?
1- your credibility as a voice in equality vanished when you mentioned what you refer to as the "Black Hour" of programming. How someone who refers to 2AM programming as "Black Hour" could call our marketing tactics generalizing is beyond me. If, however, you stayed awake during daylight hours, like the majority of our viewers, and watched the same TV, you'd realize that our commercials air all day and all night; not only on what you refer to as "Black Hour."
Well unlike the "majority of your viewers" I have a business to run during the day so along with your day time runs I miss everything else. The two times that I have witnessed it was late night along with the majority of my colleagues.
2- You claim we are a company who "does not know thier demographics." Contrary to what you may think, our demo buyer is completely level, across the board. Infidelity is no more prevalent in black families than it is in white, Asian or Spanish. This is why we chose to broadcast to the entire Atlanta DMA, not just in what you refer to as "black neighborhoods."
Don't get me wrong Mr. Somma my issue is not with your product at all. We all know the infidelity has no racial lines. My issues are strictly with your marketing of this product! Would you purchase airtime during Desperate Housewives with this commercial? That show is about infidelity right?
In summary Mr. Somma I respect what you are doing as a business man. Business is about identifying a niche and capatilizing off of it and this product seems to have found a niche. I just think there is a lot of ignorance on your companies part when it comes to promotion. You know damn well that you can only go so far with product with your current marketing plan, but maybe your bar is set low already.
I am still convinced that you have no clue on marketing to your supposed demo, but what I think is your true target will take the bait (I will go out on a limb and say they are male/females black and white with a household income of less than $30,000 annually and a high school education, but im no marketing guy), but Drama Talk and
your other three spots will prove one of us right.
To quote Sam Jackson in the movie Juice "Just because you put syrup on Shit don't make it pancakes"
Good day and happy selling
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