Viral Marketing on the Street: Truth in Advertising

There's a beggar who used to sit at the end of my freeway exit whose sign used to read the now very common: "Why Lie? I need a beer." He had markered in beneath that with what looked like a heavy hand with a thick Sharpie: "And skunk weed." Working in marketing communication myself, I had thoughts to tell him to add one crucial line, but then opted against it. I really didn't want to talk to this guy anyway, but I was compelled the same way a proofreader resists the urge to correct spelling errors on restaurant menus and grocery signs.

If I would have talked with him, though, I would have advised him to scrawl, "Wouldn't you?" and then sit outside with a very sad and despondent face. I even thought of circumventing having to actually explain my strategy to him; I could just make the sign myself at home and then just roll down my window and hand it to him the next time I drove by.

It's the curse of a copy writer. You just want everything to be as effective as it can be.

I told a confidante of a wacky notion to help beggars and their signage by becoming sort of a marketing coach. I figured, hey, why not? Just about every piece of communication we get is all about selling us something or referring a friend so they can sell them, too. Why not help the lowest common denominator? In terms of strategy, I think they would be successful campaigns--I mean, imagine a cardboard sign that uses the same psychological triggers as a BMW ad. Me thinks the BMW driver, though usually aloof, would somehow be caught like a deer in expensive headlights at the end of all the freeway intersections. They'd have to roll down the window and have to give the guy a dollar--I mean, he's the top-caliber choice to give your money to; he's like the Trump of tramps. And besides, if your friends we're doing it, too, why you'd have to as well.

But then my confidant stated the obvious. "Yeah, but...how would you get paid?"

I thought about it for a couple of moments and then laughed. "I guess in beer and skunk weed," I replied.

How's that for viral marketing?