Men, Women, Marketing and the Color Pink

One of my favorite activities is reading the Sunday paper.  I like catching up on the news, cutting coupons and browsing the advertising circulars.  When I see something I like or need, I set that particular circular aside in a separate pile.  This past weekend my pile consisted of a 20% Bed, Bath and Beyond coupon, a page from the Lowe's circular featuring outdoor patio furniture and the Aldi's flyer.  (I guess this week I didn't come across anything I needed.)  

As part of my lunch break today, my gracious co-worker made a stop at Aldi's so I could pick up a 5-piece garden tool set advertised in the above-mentioned Aldi's flyer.  The set was only $13.50 and I like the idea of all my gardening tools being stored together.  So instead of searching my garage for the trowel, then the pruner, then the cultivator, I can just hunt for one bag.  Hopefully, this will cut down my total search time from 15 minutes to 5 minutes.  See how I'm organizing my disorganization?  Clever, huh?

My co-worker and I arrived at Aldi's and after a quick search, spotted the set.  There was only one left!  I can't tell you how much this delighted me.  Seriously, that giddiness carried me through the rest of the afternoon.  Did I mention that the set is pink?  Pink little tools in a pink little bag.  It's as if Elle Woods designed it herself.  It's also sponsored by the National Breast Cancer Foundation, which makes it even more appealing.

Arriving back at work, one of our male co-workers pulled into the lot at the same time we did.  He asked us what we did for lunch and because my giddiness was still impairing my judgement, I happily announced "I bought THIS!" as I held up my kit.  He looked at the kit, then looked back at me and said "That is stupid."

He then listed all the reasons he thought it was stupid:

1. It looked cheap.
2. One of the pieces would probably break the first time I used it.
3. The pruners don't look sharp enough to cut paper.
4. I won't actually use it.
5. It's pink.

Which I get.  I really do.  He's a guy and doesn't care about whether or not his tools are green, blue or lined with diamonds.  Do they work?  Check.  Can the tools be easily located when needed?  Check.  But it got me thinking.  How could I have been so excited about something that another person looked at once and without skipping a beat, deemed a worthless piece of garbage?  

My friends, it's called men, women and marketing.  Which means I'm either a sucker, a supporter or just another female surrounded by emotional marketing targeted my way each and every day.  I'm not saying it's a bad thing; it is what it is.  Would I have made a special trip to Aldi's if this bag wasn't totally cute and sponsored by a breast cancer foundation?  Or if it was brown instead of pink?  Yikes.  Honestly, the answer is probably not.  Until now it didn't occur to me that the quality isn't top-notch (but it was only $13 and I'm happy with the quality vs. the cost) and the company doesn't disclose the amount they donate to the breast cancer foundation.  It just says "a portion of all proceeds."  It could be a penny and I would have no idea.  

My husband doesn't look at the ads in the Sunday paper, and he certainly wouldn't run out and buy something because it's pink.  My co-worker only goes shopping out of necessity, like when he blows out an elbow in one of his dress shirts.  (For those interested, I believe the 2008 count is 3.  Dude, get those elbows in CHECK.)  However, I'm proud to say I have a male marketing example to share with you as well.  

Last night at the local Blockbuster, P practically knocked me over scooting up to me to tell me he had the best idea for what we should rent.  Are you ready? Indiana Jones.  He was very excited about his idea--like really excited.  I thought--fine, whatever, I'll probably cut coupons while you have it on.  We were walking to the check-out counter when I finally noticed the HUGE Indiana Jones display in the middle of the store.  Posters, Indy hats, glasses and the movies were everywhere.  I'd walked past it 3-4 times and hadn't taken notice.  It wasn't meant for me, but it worked.  My husband rented one of the movies in the trilogy (don't ask me which, I don't care) and also realized a new Indy movie is coming out this summer (he lives under a rock). 

So here we are.  Me with my pink garden set, P with his Indiana Jones movie and my male co-worker with three elbowless dress shirts.  No damage done, just very interesting.  In case you're interested, here's a picture of the garden set:

As a final note, I wanted to give a random shout-out to the Cleveland Browns.  I googled the National Breast Cancer Foundation and browsed their website.  The fabulous Cleveland Browns are the only NFL team listed as a Corporate Sponsor.  Actually, they are the only sports team of any type listed as a Corporate Sponsor.  And before you haters conjecture, the NBCF is based in Texas, not Cleveland or anywhere else in Ohio, so it's not a local deal.  Which, in my opinion, makes it even more awesome.  I work in partner marketing and sponsorships, and know how hard it is to take the leap of being the first to sign up for something like that.  Cleveland Browns, I salute you with my new pink trowel.