Letter to the editor: The Motz of Butz from April 1, 2011
Dear Mr. Butz We read your latest complaint. At first, we thought it was an April Fools’ joke. Upon reading it a second time, we came to the conclusion that, if anything, it was a bad joke.
Admittedly, this is from a subjective point of view, as a contracting organization/member of swissdirectmail and SwissMail - the private postal service and therefore also in the interests of our clients.
In your article you get upset about unaddressed, poorly produced advertising and announce that 20 years ago you advised customers to produce a TV commercial instead of having brochures distributed. A statement from a former star advertiser that is quite astonishing, as you must have earned good money with this "junk", as you disrespectfully call it!
You should know that television advertising is not suitable for all products and that small and medium-sized companies cannot afford it. More importantly, as an advertiser, it is up to you to make unaddressed advertising upbeat, interesting and exciting for your customers instead of demonizing it. In addition, you may not belong to the target group of Vögele, Lidl and Möbel Märki, but many other people do. In general, however, it can also be said that the unspeakable and long commercial breaks on television annoy many viewers and are therefore zapped away! In contrast, unaddressed and addressed commercials have the unbeatable advantage that they are watched when the reader has the time and inclination to do so. So much for your suggestion "entertaining advertising on TV with flip and success".
As we all know, there are two sides to everything in life. The other side of advertising mailings is that many jobs depend on them - from the client to advertising agencies, printing companies, the paper industry and contract organizations. Your call for a boycott of direct mail will result in the loss of numerous jobs in Switzerland. Which will hardly be in the interests of all parties involved.
Last but not least, a word about your planted tulip bulbs, which hopefully have now developed into full-grown tulips and will give you much pleasure. Instead of ordering them on the Internet (directly from Holland?), we suggest that you visit your local nursery or specialist market next time and support local suppliers, some of whom also advertise their range of products and services.
Your
AWZ AG
The Swiss direct advertisers since 1895
