Tom and Neil, tell me why the following is dumb. I'm thinking about what the implications would be to a marketing manager at Alcoa or at one of the beverage companies whose cans they make. First, do I have these assumptions wrong? Isn't it the case now that at only marginally higher cost, Pepsi or Budweiser or whoever can do much shorter runs of a particular design; that the new designs can be gotten to market fast, like within a few days of some commemorateable sports event or figure or other national excitement; and that they will have new and striking art? Also, that with short runs possible, and fast production, even events of mainly local interest could be Commemorated By Can?
What I'm thinking is that I would try to create a collecting mystique. (Bears, don't bother bringing up the tulip bulbs yet again. This is about Tiger Woods and Michael Jordan.) Virtually everything that is limited in quantity and is of some visual or topical interest has collectors. Limited edition cans with good art and the right, timely (I'm avoiding using the word "hot") subjects are a natural, I'd think. Maybe I'd ship sealed 6- or 12-packs, each containing one "collectible" limited edition can, for example. Whatever. If you got duplicates, you'd trade.
It'd get free publicity, too, as a marketing approach of interest.
While I'm at it: You could stamp out tin "plaques" that would sell cheap and advertise a product. Like those cheap but pretty stamped-out tin fruits and birds they sell to tourists in Mexico. Maybe you don't sell the plaques, maybe the customer saves coupons from the soap or cereal or orange juice and gets a pretty plaque with a picture of some cultural icon for $3 S&H with six coupons. Maybe the tin plaque would cut the customer, who would sue for millions. Oh Well, the sharp edges problem will have to be addressed. It doesn't stop them in Mexico.
What I'm asking is, doesn't the ability to get the cans out fast, with a striking new type of art, in relatively small numbers, open up whole new vistas and doors?
OK Paul and James, have fun. They laughed at Albert Einstein, too. They didn't?
JUST WONDERING,
jm |
