Direct Marketing.

Why is there a clown on a bus?

The clown is working. Earning his daily bread. Putting food on the table. He is a mobile busker of sorts. He is taking his product straight to his audience. Advertisers would call it direct marketing, and the passengers on the bus are a captive audience.

The clown performed his 3 piece set for the passengers before we set off for our intended destination, and asked for ‘propinas’, or tips, in return for the few moments of entertainment. He livened up a very boring and monotonous aspect of travel and distracted his audience from the chaotic, smelly, noisy and ugly bus terminal in which they sat.

The clown is just one of the many salespeople who ply their trade on inter-city buses throughout Latin America in an attempt to earn a living in a region in which employment is precarious.

Comida y bebidas

Salespeople will board buses at terminals and offer their products or services to passengers who can choose to make a small payment. Some people will sell staples such as food and drink at a standard price and will rush up and down the crowded aisles trying to entice every passenger in to making a purchase before scurrying on to the next bus and the next one.

Some vendors might stay on the bus. Their sales require more time. They might be said to invest more with their audience. Thus, they will remain on the bus as it pulls out of the terminal and continue their journey until the bus stops at the pick up point on the outskirts of town. At this point, they will thank the driver, alight, and connect with another bus heading back to the terminal and attempt to market their products directly to a new audience.

A Blessing

Other salespeople are not selling a specific product. They instead offer items to passengers. Many of them will place in the hands of each passenger a card with a blessing, a positive affirmation or a religious image imprinted upon it. Once they have given every passenger a blessing, they will walk back down the aisle and collect the cards from those who don’t wish to keep them, or accept money from those who wish to hold on to the blessing.

How much do they earn?

It depends. They usually earn a few coins per card. It might also depend on whether the food and beverage vendor is also prowling the aisle at the same time – it can get quite crowded.

Capitalists call this competition. The free market.

The Pen Salesman

The best sales pitch I ever encountered during my many bus journeys was the pen salesman in Guatemala. He gave the most impressive spiel about pens that I have ever heard. He awarded his pens a value more precious than gold and more vital than water.

What did he say?

I can’t repeat his pitch here. It would be a breach of copyright. At least, I hope he has copyright on his pitch. He should.

Did I need a pen?

No

Did I already have a pen?

Yes

Did I want a pen?

No

Did I buy a pen?

Yes

Advertising gurus will tell you that the best marketing convinces people that they need something that they don’t actually need. I didn’t need a pen, but I bought a handful because the salesman convinced me that I needed a pen.

Not just any pen.

Not just one pen.

I needed a handful of his pens.

One thought on “Direct Marketing.

  1. I laughed a lot. Your description and analysis are perfect! But the most interesting of the text it’s to see your point of view, as a foreign, of something that for us it’s part of our dailh life, even bother us many times, and we can’t see with a writer eyes. I remembered going to CMD from the main bus station in my city… You forgot to mention the many stops along the way, that make you think impossible to arrive at your final destine!

    Like

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