The Eggs I Never Endorsed
Back when I first moved to Seattle, I was a mystery shopper to supplement my income. I'd also participate in focus groups. All this meant I got exposed to varying levels of marketing savvy. My last focus group put me in a virtual group for a new brand of organic, cage free eggs.
I received a survey in the mail — an envelope and a letter. "DO NOT open the survey envelope until you've completed this step. Go buy one dozen eggs. Cook a meal of your choice with the eggs. Eat, then open the survey envelope."
So I followed instructions, because I was a good little focus group participant. I went down to the grocery store and bought a dozen eggs. It was early in the morning, so I came home and made myself a lovely ham and cheese omelette. Then I opened the survey envelope.
I was expecting a deep and detailed survey — egg quality, packaging impressions, price, ease of locating the correct brand, etc. Instead, I was greeted with four simple questions:
1) What did you cook and eat?
2) Name a fun activity you might like to do after a meal.
3) Does the knowledge that our chickens are cage free make you happier with our eggs?
4) Sign here, and add your location.
I answered dutifully: an omelette with ham and cheese, go hiking in the mountains, yes, and signed it. T. Greywolf, Seattle WA.
I put the envelope in the mailbox and sent it off, thinking nothing of it — until a few months later. I was in the local grocery store and I spotted the eggs on the shelf, with a marketing card on display. And a big, bold quote:
"These eggs fuel my life! I love to power up with a ham and cheese omelette before I go hiking in the mountains! The chickens are cage free, so they love life as much as I do!" — T. Greywolf, Seattle WA
This made me stop and stare, and I couldn't help but laugh. Because there I was, with an unreasonable enthusiasm for cage free eggs and a hiking habit that I apparently needed fuel for. I never said those things — but I did answer a survey with those phrases, technically. I was mad-libbed into a glowing product testimonial.
I imagined myself hiking Tiger Mountain, cheerfully accosting the next random couple that met me on the trail. "Hi! I was just walking along and thinking, I really feel a connection to the chickens that provided me my omelette this morning! I feel like we're kindred spirits vis-à-vis our general love of life!" And that random couple just... backing away slowly.
Why am I thinking about this now? Because that is what I never want to bring to Chillwolf. Yes, I would love this studio to sustain me. Yes, that'll involve some marketing. No, I don't want to be in marketing.
So, I hope my efforts are always well-intentioned, never deceptive, and that my honest best is evident in the way I conduct Chillwolf.