High-performance shaving

I'm a sucker for freebies. And occasionally I can score points when I procure a freebie for my wife, assuming it's something of value. Because she frequently grumbles about the hardships of leg shaving, I thought I'd sign her up for a free sample of the 2005 Schick Quattro for Women, an offer I found during a Web-surfing session that had clearly meandered from my original purpose.

Now, let me first say that my wife is delighted with her new razor. As far as our household is concerned, the marketers got the job done. They gave us the razor for free, but we'll be buying their consumables for a long time--at least until they come out with a newer and even more souped-up Quattro. That's a textbook case right out of Marketing 101.

But more to the point, I loved the campaign, which spoofs an automobile campaign. With the razor, they sent along an Owner's Manual, a small 1" x 2.5" booklet that looks as dry and prosaic as any user manual--until you start reading it.

First of all, it's funny: there's a numbered diagram showing all the different parts and features, including Pivoting Head, No-Slip Rubber Grip, and Metal Bolt Thing. There's a section on customizing your Quattro, including photos of the razor with a hot paint job and in a crocheted Quattro cozy. In addition, there are (what appear to be) useful shaving tips, subtle messaging about the level of sophistication in the razor's design, and a "service schedule." When you record the dates you replaced the blade, you're more likely to replace them regularly. (As a related aside, I also thought it was brilliant when Brita created technology that indicated when it was time to replace my water filter. I now buy twice as many filters.)

Further affinity is encouraged with the owner's club: http://www.q4wownersclub.com/

Of course, I'm not the target audience, and I was far more interested in the collateral than my wife. Nevertheless, I thought it was all very clever. Of course, if the razor didn't produce "like-buttah legs" (their term), it'd all be a moot point.

He's talking about me and he's talking to you:

Seth Godin, whose wisdom I will undoubtedly reference regularly in this space, comments on why smaller is better:

"A small law firm or accounting firm or ad agency is succeeding because they’re good, not because they’re big. So smart small companies are happy to hire them."