I read yet another ad promoting a luxury fractional ownership community and once again saw those dreaded words, “…creating special memories”.  Is it just me or haven’t we heard enough of this? 

Yes, I know the message: if I buy at Super Duper Beautiful Pines Private Residence Club then I will be able to share precious moments with my family and I’ll remember them forever.  Of course I would never have that experience if I buy somewhere else.  Please, let’s start using other methods.  Do we really think Mr. Successful family guy looking through Friday’s WSJ is going to read those words for the millionth time and yell, “Hey Honey!  If we buy at Beautiful Pines it will allow us to create really special memories!  Let’s call!” 

I don’t think so.

Actually, the first time I heard that phrase I was impressed.  “Nice spin”, I thought.  But that was sometime during the Carter administration.  Start thinking out of the box people!  Oops, there’s another one. 

To marketers’ defense, it is difficult to think of new ways to promote the experience.  Instead of “creating memories” we could try “forgetting current events”; that should work particularly well right now.  How about this:  “Replace the stress between your ears with the sand between your toes”.  I know… that’s a bit of a stretch.  Continue to use beautiful photos and search for new ways to relay the experience you provide.  Just get the reader to your web site and wow them from there. 

If anybody has new thoughts, please share.  The ink is still drying on Friday’s WSJ and I’m getting nervous.

Eric Pierce

FORESIGHT COSTS LESS THAN HINDSIGHT^SM