Fool Me Once - Shame On You, Fool Me Twice - Shame On Me

I spent another week in Santa Fe, NM. I have to put a plug in for Hilton before I continue with my story. If Hilton had been taken private last year by Blackstone, I would buy the stock. Now I enjoy financial analysis as much as the next guy, but everyone knows that can only take you so far. Most people make stock purchases with their emotions not their minds. A perfect example of this occurs daily. People don't want to do the research themselves to determine whether or not a company merits the asking price in the markets. So what do they do? They do what Americans do best...watch television! A passionate financial guru yells that this company is a good deal and that another is as good as throwing your money in the garbage. And what inevitably happens? People buy the one and sell the other. So enough to justify my purchasing desires. I stayed at a Homewood Suites (Hilton affiliated brand) this week. If you look at the sidebar, you know that I travel a bit. I decided early on that I would be loyal to one hotel chain in anticipation of climbing their loyalty program ladder. Hilton's program requires that you have a minimum of 60 nights on a rolling calendar basis to qualify for their top-tier rating of Diamond. I have reached that rating and maintained it for nearly 2 years now. This is not necessarily something that I'm proud of. But anyway, as a Diamond member you are entitled to complimentary breakfasts, snacks in your room, and room upgrades. I have received the first two benefits on nearly every visit. This was the first stay when I was 'awarded' a room upgrade. They put me in the Executive Suite. It was more like a 1200 SF townhouse. The room even came with a complimentary bottle of California Sparkling Wine. I was impressed to say the least. My favorite was laying in the large soaking tub watching the Jazz play the Lakers on television. Definitely something that I need to look into putting into our own house. Enough on that.

I was working at the same location in Santa Fe near the downtown plaza. The weather was cold and rainy. The new sod on the plaza was green and the leaves on all the trees had started to transform the area from an eerie old historical landmark to an inviting place where one would enjoy spending lunch under one of the mature shade trees. One day at lunch, I was walking around the plaza looking for something to eat. I wasn't too hungry but needed something to tide me over. I walked past the infamous Subway and stopped. I don't mind Subway and now I know how they work their 5 dollar special. So, I decided to try again. The store was packed. I stood in line and looked to the menu to make my decision. To my surprise, they had changed the menu! There were no more checks or circles to look for. The menu had a separate section where it plainly stated which subs were included in the special. To my dismay, they had removed the turkey from the list so I went with the roasted chicken. I chose my toppings, and arrived at the register. The attendant asked me would I like a combo meal. I looked up at the menu and saw that you could add a drink and chips for an additional 2 dollars. This would normally cost near 3 dollars if purchased separately. I agreed. After paying, I sat down to eat and was reviewing my receipt. I thought that Santa Fe (and New Mexico in general) just had higher sales tax. And they do, but the attendant had charged me the full price of the drink and chips separately. Not at the combo deal pricing. As I approached the counter to ask about the error, I overheard the attendant explain to another customer that it was not fair to allow a discount on top of a discount. This is ridiculous! This would make about as much sense as McDonalds discounting their BigMac sandwich to increase sales but then not allow you to purchase a combo meal with it but rather charge you the full price if you were to buy your fries and drink separately. I returned to my seat feeling shamed that I had fallen for a marketing scam related to the allusive '5 dollar foot long'. I can say that I will not give Subway another chance. Quiznos, here I come.

I can't believe the deal!

You're watching your favorite show on television and they break to commercial. Ugh! Now you'll have to endure 2 to 4 minutes of ads for products that you don't even want. You would mute the commercials or change the channel until your show came back on but the remote is too far away and you're tired. You work for a living and you need your rest. So you submit. First there's a commercial about a new cleaning product that will revolutionize the act of cleaning. The man on the television says that he doesn't know how anyone could live without it and that he personally guarantees the effectiveness of its renown cleaning power. Next comes a commercial for the local burger hut. I've yet to have food served to me at one of those restaurants that even looks close to the one in the advertisement. I blame illegal immigration! Well, not really but that is what some of my right-wing friends would have me think. But that is another issue. Lastly, a commercial for the newest sleek looking car on the road. Oh, you have my attention. Who doesn't like a nice looking vehicle. The announcer tells me how my life will change and somehow I'll be the successful, super-macho man that I've always wanted. Then he tells me that if I come in before Saturday that all I have to do is sign a contract and drive it off the lot. I am really excited now! Over the next 15 seconds I am assaulted with images of 'my car' cruising through the city or on the perfect windy country road. But wait, I hear muttering. Is someone talking? Oh right, the sign and then drive promotion does not include taxes, licensing, and fees. So really I'll have to lay down $2 to $3 thousand, then sign and drive the car away.

What is it about advertising that requires they sell you on the product and then quickly tell you about of the things that make the deal or product unattractive? They must think that the average consumer is a moron, and maybe they are right. I personally don't mind disclosures. I think that they are there for a purpose, but they should be obvious... not hidden or delivered in rapid-fire speak.

I recently visited a sandwich shop. You know, the one where the guy ate like three sandwiches a day and walked 2 miles each way to get them. Yeah, that's how he really lost the weight. You try starting out morbidly obese and then force yourself to walk 6+ miles a day just to get your food. You'll lose weight too. Anyhow, a couple of coworkers and I decided to hit the shop and try the newest promo... a foot long sandwich for only 5 bucks. It seems simple enough. We walk into the store and there are signs everywhere about the promotion. 'Just pick your bread, meat, and toppings, and we'll do the rest.' I decided that I was feeling good and was going to get the roast beef on Italian cheese bread. I added pepper-jack cheese, jalapenos, olives, green peppers and a stripe of Dijon mustard. (I like spicy food.) The attendant was cheerful and quick. My coworkers and I commented on how could the chain be making money on a deal like this. I get to the register with my carefully wrapped sandwich in hand. I tell the cashier that I have a foot long roast beef on Italian cheese. She tells me, 'That will be $9.02.' 'There must be a problem,' I said. After a rundown in the screw job, I come to find that only 4, yes 4, sandwiches on the menu are eligible for the deal. All three of us purchased sandwiches not on the 'approved list'. We were informed that only the sandwiches with a check mark next to them are part of the $5 foot long promotion. For those of you who haven't seen a Subway menu recently, they have changes the low-fat sandwiches that qualify under the amazing weight losing endorser's plan from being specially marked to their own category. The menu now has a Fresh Fit section (these are the <6 grams of fat sandwiches, then there are the Fresh Toasted, and lastly Local Favorites (These are the cold cut combo and tuna. Are they really 'favorites'?). Anyway, had the sign, the sandwich maker, or even the commercial told me this I would have made sure that I looked for the check marks. Incidentally, one of the choices is turkey and I love turkey. I'm not saying that I won't go there again, but just that I will watch out when buying a sandwich on a deal.