The mysterious "J"
Thursday, August 21, 2008 at 5:26PM When Merchants Auto bought the naming rights to what is now known as Merchantsauto.com Stadium, the company got its website’s name plastered all over the city's minor league ballpark — including a primo spot that can’t help but be noticed by every vehicle traveling on I-293. The beauty of a naming rights deal also ensured their website, and thus the company itself, would be mentioned in every radio, television and print media mention of a Fisher Cats game, concert or any other event that happens to occur there.
Until last night, I didn’t think Merchants would be able to come up with a better advertising tactic. I might be wrong.
In yesterday’s mail I received two letters. The first was addressed to “William Stewart” and mailed to my old Elm Street address and was subsequently forwarded by the Post Office. The second was addressed to “Will Stewart” and was mailed to my current address. Neither contained a return address. As such items usually contain unsolicited credit card offers, I would normally shred the envelopes and their contents without bothering to open them. This time, however, something was different.
Both envelopes were handwritten and had regular 42-cent stamps attached — no bulk mail or Pitney Bowes machine stamps here.
Curious, I opened the first envelope in which I found a 10’’X14’’ piece of newsprint with a personalized yellow sticky note that read:
William
Check this out!
J
Having no idea who “J” might be, I scanned the newspaper page to gather some kind of clue. What I found was a faux newspaper tearsheat with the headline “Hooksett Dealer Shocks Community: ‘Cars To Sell For Just $29* Down & 127* Per Month’”
I was further informed by the subhead that “Hooksett Area Shoppers Express Disbelief But Dealer Remains Optimistic as Unprecedented 3-Day Sale Approaches, August 15th – 17th.”
The advertorial even appears to have been written by a real reporter, a one Dan Ready. The back page, also in newspaper style, includes two other “articles,” one for Carfax.com and the other for AutoMallCentral.com. It also boasts a “real” ad for Amelia Island, Fla. — “just minutes away by car from Jacksonville.”
The second letter is identical in every respect except for the handwriting and the dates of the “unprecedented” sale, which is set to occur again this weekend, August 22nd – 24th. This one, too, was signed by the mysterious “J,” though again with different handwriting than the first yellow sticky note.
Googling “Advertising Insider,” as the fictitious paper is named, I found it is a advertising tool hawked by The Premier Group, a Houston-based automotive marketing firm founded by this guy:
According to its website, The Premier Group has “pioneered” four “proven Marketing Miracles,” one of which is the National Automotive “Insider” Sale, in which the company:
“utilizes an exclusive third- party credibility technique that gives the recipient of the offer the impression that it came from a friend, relative, or co-worker. This marketing campaign is the only one of its kind in the country because it captivates 100 percent of its audience every time. The result, HUGE increases in response rates-especially compared to traditional, ordinary direct marketing methods-and a showroom full of buying, in-the-market customers ready to drive home in the car of their dreams the same day.”
Genius.
Reader Comments (9)
I got that same exact thing a few months ago. Cass and I were trying to figure out who we knew in Manchester well enough who had a 'J' in their name that would send us that. Eventually just gave up and figured it was clever advertorial. Guess I was right.
Funny it made it all the way to Dracut. Maybe it was because I worked in Manchester. Or because they've seen the early 90's heaps Cass and I drive.
I think you might be onto something, Mark. Perhaps they've seen my 2001 Daewoo (whose manufacturer ceased North American operations several years ago).
We got this too in Lowell with no links to Manchester.
I just recievd this in North Berwick ME, reagarding a Nissan car dealer in Portsmouth NH. Thought long and hard about it...couldn't find anyone I know...glad that I found this online.
I just got one of these in the mail today and i couldnt figure out who it was from. We thought it was from a relative. Whoever came up with this idea was clever. but im still not going to buy another car. And the dates that are on my letter are for March 27, 28, 29th.
I'm in Nashua, NH and I received the same one for Merchants Auto a couple days ago. The sale dates are also March 27 - 29. A couple months back my friend in MA received one from a dealer in Worcester, MA. I told him it had to be a marketing tool and sure enough now I get one. So it seems to be gaining popularity.
I thought that the missing return address, mysterious 'J', and the fact that it clearly looks like an advertisement when you scan it make it look phony. But the fact is people are opening them and reading them and that is a huge improvement over typical marketing techniques.
The handwriting on my envelope and note were pretty bad. Looks like they had writer's cramp after hours of doing this. :)
I got one too in Pelham, NH! Finally this solves the mystery. Seems like a pretty stupid way of advertising. Like someone would ever mail me a clipping of a bogus news story. The hand-written note makes it seem really unprofessional. Then again, if it was just your standard mass-mailing, I probably never would have opened it.
Just received this letter in Albany, NY for a local dealership. Could not figure out who "J"was so thankfully found this story online. Thanks for posting.
I received one of these letters yesterday. Im in durham going to school, so at first I was a little freaked out. Im glad i know what this whole things is about.