Ask and you shall receive: Two weeks ago I presented readers with the text from a set of refrigerator word magnets TransUnion had sent out touting a new product. I challenged readers to get in touch with their inner vers libre bards and respond with their own poetry, based on the words provided by TransUnion.
Judging from the entries, marketers using these types of kits in the future might want to include some unrelated words for recipients to play with in addition to their message. If nothing else, a few adverbs would have been nice.
Despite the word choice limitations, the muse Erato, who inspires love poetry, was apparently out in full force. Many entries glommed onto the "relationship" aspects of the word set.
And so, with objectivity matched only by a French Olympic ice skating judge, our panel of experts wussed out on picking one clear winner and instead isolated the five strongest entries. Each of the authors will receive the New York City magnetic poetry kit, which will allow them to create epics that include the words "bagel" and "twenty-minute delay."
The finalists are presented in alphabetic order.
Ellie Alexander, with Newkirk Communication Innovation, offered the following from the personals:
Highly Single?
Built and the Best!!!
Ideal profile (model)
Direct - whatever; it's relevant
Filled with enriching latest information
Solid - count on help
Tailor a New Relationship
Ready to really perform - for you!
Call for your visit: 1-800-626-2341
(Cost-effective)
Yvonne Bendinger, of DMD Marketing Conferences – NY, sent in the following defensive statement that could be applied to any publicly held company:
"Management is ready for whatever, really."
Michelle R. Blechman, chief marketing officer of TransUnion Consumer Solutions (hey, all members of the direct marketing community were eligible), offered a tribute to dating services ("from my single days," she qualified.) It was one of the few entries with a rhyme scheme:
Select your ideal single profile –
Are you ready for the information?
A relationship, with a really
Solid-built, model foundation.
In our "Vision of Judgment," Iain Maclean's entry easily captured the best subject line honors, arriving under the heading "Bringing tears to Byron's eyes." His entry, titled "Enron to Arthur Andersen – 1999" asked:
Are you ready for a highly enriching relationship?
Martina White, assistant director, membership development with the National Trust for Historic Preservation, offered the following lonely hearts dichotomy, titled "How long have you been on the dating scene?"
New single: generating highly targeted selection criteria for a relationship, with the best prospects and ideal demographic information.
Or: ready to select whatever relevant segment you can.
Many thanks to everyone who entered.
To respond to the opinions in this column, please contact mailto:rlevey@primediabusiness.com
