Craig Garber

Marketing success story: clever or deceptive — what do you think?

One of my earliest memories as a kid growing up in The Bronx, is taking a trip over to the Coney Island boardwalk, and eating Nathan’s Famous hot dogs.  These hot dogs, as well as their French fries, were absolutely incredible.

Years later of course, when I ventured into Manhattan on my own, I saw that Nathan’s was, in fact, a large company with many stores, but I believe the Coney Island location was their first.

I’m not sure if you know how Nathan’s got started, but there’s actually an interesting story behind it.  Back in 1916, Nathan Handwerker opened Nathan’s famous, and he immediately irritated all his direct competition by selling hot dogs for a nickel, when everyone else was selling them for a dime.

To combat his low prices, someone started a rumor that his hot dogs contained horse meat.  Handwerker, not to be outdone, figured out an incredible work-around, that turned things around and made business shoot through the roof.

He paid a bunch of young men to stand around eating hot dogs in his store, while dressing them in white lab coats, and outfitting them with stethoscopes.

Once word got out that “doctors” were eating at Nathan’s, the horse meat rumor was dispelled, and sales exploded.

So my question is, do you think this is clever marketing, or do you think this is deceptive?  (You can answer here on my blog.)

Personally, I think it’s VERY clever and a little deceptive.  I also think this is a brilliant idea that was well executed.

Frankly, I also don’t see this as any less deceptive than most of the current ads ran by pharmaceutical and consumer products companies.

Remember, when it comes to human nature, perception IS reality.  And reality is, YOU get to determine the perception.  So don’t ignore this and plan wisely.  Know your customer’s objections and THINK about how to overcome them.

Because this can make you a small fortune, or make you frustrated… it’s up to you.

Now go sell something, Craig Garber

P.S.  This month: Amsterdam — MORE than just hash, hookers, and high heels.  Now yours, Free!

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4 responses to “Marketing success story: clever or deceptive — what do you think?”

  1. Mike Avatar
    Mike

    Thanks, Craig, for another thought-provoking post. What is perceived is often believed.

    Truth? People don’t (seem to) care about the truth. Handwerker ‘s competitors didn’t care about the truth. They apparently started rumors, affecting Handwerker’s business.

    Handwerker CLEVERLY combated rumors attacking his business strategy with the “white lab coats.” (btw, isn’t it interesting how we lemmings associate health and truth to people wearing white lab coats? But that’s another conversation).

    Why does it seem all the hyped-up launches bury the low-key fact-based launches?

    HYPE sells…I’m sad to say.

    As much as (all of us) claim to despise hyped pre-launches we follow them and (sometimes) buy BECAUSE of the emotional connection. Haven’t you reminded us repeatedly that people buy MOSTLY on emotion, not (mostly on) intelligence?

    Handwerker implements brilliant marketing to turn a (possible) business catastrophe into a chain of success.

    Thanks, Craig.

    P.S. I’m just a few miles south of you in Sarasota. I look forward to buying you a cup of coffee one day soon 🙂

  2. Edwin Soler Avatar
    Edwin Soler

    Craig,

    What Nathan’s did was clever to say the least. As far as deceptive goes, perhaps. And of course it worked, look where they are today. If I may, I see the opposite in the Mc Donlad’s Angus Burger. In my opinion it makes me think the opposite of what Nathan’s did. By promoting an angus burger all it makes me think of is : What were you using all this time? Maybe they can use a couple of Doctors in their lobbies as well. Just a though that came to mind.

    I also just read on a blog a commercial of a cruise ship. There is a guy in a jogging suit smelling EVERYTHING, even some of the staff. The the guy stops and says “new ship smell” as in a new car except everything on the ship smelled brand spanking new. Definitely a clever way to use the human senses to draw attention to a product or service. Here is the link to the video in the middle of the blog post (it takes about ten seconds to start):

    http://rohitbhargava.typepad.com/weblog/travel_tourism/

    Interesting way to send a message. Thanks for the post.

    Edwin Soler

    P.S. I can’t wait to get your book.

  3. Ray McArthur Avatar
    Ray McArthur

    Hello Craig
    I think it was Creative
    someone once said you dont need money to make money
    You just need to be creative.
    You do a great job of that and after watching the video
    with you and your daughter I see where one of your sources of
    strength come from.
    She speaks very well.
    I was born in Brooklyn and going to Coney Island was
    a big treat. You failed to mention the hot dogs would snap
    when you would bite one that also made them unique. we had very little money so that was very special. They also had the little dinners I remember one at one of the Subway stops in Brooklyn it could have been the Flatbush stop.
    I still love Nathans hotdogs and I have some in the frige right now
    I am in Los Angeles and they sell them in some stores here.
    They also have a stand in the New York ,New York Casino
    in Las Vegas
    Thanks Craig
    your message
    brought a smile
    Ray

  4. Mark LaPete Avatar
    Mark LaPete

    I’d say with a name like his, this clever man was destined to be great at overcoming objections! And I don’t think it was deceptive at all. After all, if you are eating a hotdog at any hotdog stand: you are a hotdog-lover no matter what clothes/costume you’re wearing!
    What really interests me is how hard do you think he had to work in order to create the best product AND SELL IT FOR ONLY A NICKEL? Now that’s what’s remarkable. The drama and gimmicks developed for gathering attention to our products are worthless if the buyer is not rewarded by a product that over-delivers and adds value to life. (And as a life-long Nathan’s junkie, I KNOW his franks are the real delicious deal!) I think he must have had a tremendous amount of knowledge, faith and pride in his product to risk the scrutiny of THE MARKETPLACE with his decision to attract the attention. Heroic.
    I give it a big thumbs up!

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