Mad men

What are you advertising for? 

By Grant Crossley, Contributor

A couple of days ago, I was looking at the dirt on my car and thinking it needs a good washing. Then I took a closer look at my licence plate and realized that all this time—30-thousand kilometres and two years later—I’ve been in the advertising business for a car company.

The problem is that I haven’t been getting paid for this! Last year I took Introduction to Marketing, and one principle that came up was, that “Nothing is free.” So then why am I advertising for free?

I contacted the car company and asked them what my compensation would be, and they said I could bring the car to them and they would remove the decal and licence plate holder. They not only don’t want to pay me for my advertising work, but they want me to drive to them so they can remove it. Am I being that unreasonable? I think the car companies are taking us all for suckers.

I’ve even considered going down to the dealership and asking them to put my company name somewhere on their building. I know the reaction I would probably get is a laugh and a smile, but I’m serious. Why can they advertise on my car for free and get away with it?

I posted a comment on their Facebook page to bring attention to this matter and inform other ”advertisers” out there that they should be getting paid for their services. I checked my post, and I’ve already influenced one person; will you be next? It’s a cruel world, and like I said before, nothing is free. Capitalism at its finest!

I recall when I bought a car a couple years ago and asked them to take off the sticker—I was younger and not in university. The salesman said to me, “I don’t think the owner would like that.” Today I would say, “You’re damn right, the owner (me) doesn’t like it, and the deal is off until it gets removed.” Either that or I would say that until those advertisements come off, I get $100 off the final price.

In my current situation, like a good salesperson, I countered the car company’s offer to remove the decal and licence plate holder with an offer of my own: new tires and a $200 gift card. No word on what they will do at the time of the deadline.

Now the question is, what do I put on my résumé?

Marketing Specialist, 2009 – Present:

– Increased sales of the car brand

– Marketed in key segments, including schools and recreational centres

– Drove brand recognition

– Kept the business strong during The Great Recession