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The Arnold Becker Syndrome
or The Importance of a Good Image
-- by Lisa Ann Schreier
In the year that I've been writing about the need for good advertising, one word or thought
comes up more than anything else does. That would be honesty. Regular readers have noticed that I advocate honesty,
integrity, the need for being proud of our product and the need for ARDA to step to the forefront and come up with
a good marketing campaign for the general public, i.e. potential timeshare purchasers.
All of those themes apply to in-house marketing as well. Yes, I know I was going to devote today to questions and
answers, but allow me this quick diversion.
I was speaking with a friend of mine and future Timeshare Beat advertiser, on the need for resorts, ARDA, RCI,
II, etc. to use high quality audio in their in-house films, radio commercials, television commercials, etc. Peter
agreed with me that the need was there to promote his product (his voice and recording talent) to resorts. Then
it struck me.
At our resort, and I would imagine thousands of other RCI affiliated resorts, we show a movie during the sales
presentation. Lots of pictures, lots of emotion, all designed to make people more prone to purchase. And who narrates
this movie? Corbin Bernsen. And who is Corbin Bernsen? You may not remember the name, but I assure you that by
seeing his face only once (and you see his face more than once throughout the film) you know who this is.
Why, it's none other than Arnold Becker, the sleazy lawyer from the hit television show of the 80s and early 90s…LA
Law. So, timeshare, which has traditionally been thought of as a sleazy business, now has a sleazy lawyer as their
celebrity endorser. How appropriate!
With profound apologies to Mr. Bernsen, RCI could not have made a poorer choice. Celebrity endorsement? I'm all
for it. How about someone with character? How about someone in the travel industry? How about a financial expert?
No, timeshare yet again has reinforced their sleazy reputation by hiring a sleazy lawyer.
And don't think for a moment that the public doesn't get the undertones of this. We want people to think of our
industry as solid, upstanding and honest. And we go out of our way it seems to reinforce old, outdated and just
plain wrong stereotypes of our business.
Wake up and get with the program people! If we as an industry want to be taken seriously, then let's start acting
seriously and making intelligent choices.
And Mr. Bernsen? Really, nothing personal. And if you're interested in purchasing a timeshare, please contact me!
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| Lisa Ann Schreier
is a dynamic, outspoken, devout believer in the power of advertising done correctly. Lisa brings a wealth of advertising,
marketing and promotional knowledge to her many business interests. She is the director of her own marketing/advertising
agency, a full-time timeshare salesperson, a contributing writer and a part time Cast Member of the Walt Disney
World Resort. After one too many long cold winters in Chicago, she now happily lives in the Orlando area where
she is known for her consumer insights and "back to basics" style of business. Lisa writes a bi-weekly
column on the basics of effective advertising. She be reached at GRQ1@aol.com , or read her ad here. |
