Ginsu: Difference between revisions
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== Today == |
== Today == |
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The Ginsu® knife is still alive and well and can be purchased through the [http://ginsuguys.com/index.cfm?pg=72 Ginsu Guys] website along with [[Valenti]] and Becher’s remarkably entertaining and educational book “The Wisdom of Ginsu: Carve Yourself a Piece of the American Dream” that not only chronicles their amazing successes with their innovative marketing ideas but is “a road map to realizing your dreams.” |
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The Ginsu |
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Today, Ed and Barry’s former company is owned by [[Wall Street]] wizard [[Warren Buffet]], one of the wealthiest and successful men in [[America]]. The pair have gone on to co-found and own one of America’s most successful [[media buying]] and marketing firms, [http://primediahq.com PriMedia]. With their vast knowledge of the market and experience from their Ginsu® days their firm has helped to save companies millions through targeted, more efficient media buying than most of their competitors. Additionally, they have helped their clients generate millions more in sales through award winning [[direct marketing]] programs (television, radio, outdoor, direct mail, newspaper, magazines and integrated multi-media). |
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== References == |
== References == |
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Revision as of 14:46, 11 April 2008
The GINSU® knife has become one of advertising’s most legendary products ever promoted on T.V., made famous through a series of long-form advertisements (two minute and ninety seconds) in the 1970’s and paved the way for the modern day infomercial with its use of quirky catchphrases, comical quips, and urgent call to action.
What’s In A Name?
When Ed Valenti and Barry Becher, founders of the Rhode Island based direct marketing agency Dial Media, first found a set of knives made in Freemont, Ohio by the Douglas Quikut Division of Scott Fetzer, they knew they could have an instant hit. Originally called Eversharp, Valenti and Becher knew they had to come up with an alluring name before the product could become a true success and catch on in mainstream media. After playing with a few names, the team came up with the faux Japanese sounding name ‘Ginsu’ and history was born.
The first Ginsu® commercials to air in 1978 began with a dramatic voice over: “In Japan, the hand can be used as a knife” with a man in a white karate uniform splitting a stack of wooden boards with his hand. “But this method doesn’t work with a tomato;” the voice over continues and the scene changes to show a hand smashing a tomato into a pulpy mess; which is where the Ginsu® knife came in. It could “cut through a nail, a tin can, and a radiator hose and still cut a tomato paper thin,” touting the knives ability to stay razor sharp even after having been put to the test.
These outrageous demonstrations coupled with the signature line “but wait, there’s more!” carved a piece of advertising history and paved the way for the modern day infomercial.
History in the Making
The real challenges came in fitting a 20-25 minute product demonstration into a 2 minute time block and garner enough attention in the first few seconds to get the viewer to tune in and eventually purchase. Valenti and Becher’s first success with this method evolved from a conundrum Becher faced when having to paint his ceiling. Could this task be accomplished in a faster, easier, albeit smarter way? The answer was yes and came when Becher found an obscure paint pad which allowed him to paint his ceiling in “half the time of a paint brush” without the “mess or fuss.” Dubbed by the pair, the Miracle Painter®, they immediately hit the airwaves catching people’s attention by showing a man painting his ceiling in a tuxedo. “Why is this man painting his ceiling a tuxedo?” the spot asks – and answers with the products no-drip ability.
Viewers were then ‘called to action’ with such phrases as “you get this all for the incredible low price of…,” “Now how much would you pay?” as well as one of the most legendary and well know phrases “But wait! There’s more” and then asked to call in to a toll-free 1-800 number where phone banks were ready to take their orders from the moment the spot aired to days, even weeks after it ran; even on a 24 hour basis. The sense of urgency that was created by being advised to “call now” and that “supplies are limited!” not only helped to sell millions, but has become a standard component of many of today’s modern day infomercials.
From Sales to Success
The pair went on to use this method of advertising with a number of highly successful products such as the Miracle Slicer®, Royal Durasteel® mixing bowls, Vacufresh® storage containers, the “Chainge” Adjustable Necklace®, Armourcote Cookware®, and of course the most famous, the Ginsu® knife.
Carving a Piece of History
The Ginsu® knives became so successful that it is still one of the most well known and mentioned products in history. According to their website Ginsu® Guys.com, the Comedian Gallagher made a career out of mimicking the commercial's antics, Jerry Seinfeld did a routine on Ginsu® on Jay Leno the night of his show’s last episode, Johnny Carson used it as a standing part of his nightly routine for years, Joe Piscopo, John Belushi, Phil Hartman and Dan Akroyd all incorporated Ginsu® into skits on “Saturday Night Live,” Tony Soprano often mentions Ginsu® when seated at the “family” dinner table on the HBO series “The Sopranos,” and the comic strip, “The Wizard of Id” and The New Yorker Magazine cartoons routinely featured Ginsu® references. Mentions in movies such as Teenage Mutant Ninja Turtles, Sleepless in Seattle and Scrooged with Bill Murray, as well as television sitcoms, are simply too numerous to mention. In addition, Ed, Barry, the Ginsu® knives, and their other TV products have been featured in numerous documentaries on national television networks ranging from, ABC (Chronicle) and The History Channel to the Discovery Channel and The Arts and Entertainment (A&E) Network and VH1’s “Pop Up Videos ” and MTV ’s “I love the 70’s.
Today
The Ginsu® knife is still alive and well and can be purchased through the Ginsu Guys website along with Valenti and Becher’s remarkably entertaining and educational book “The Wisdom of Ginsu: Carve Yourself a Piece of the American Dream” that not only chronicles their amazing successes with their innovative marketing ideas but is “a road map to realizing your dreams.”
Today, Ed and Barry’s former company is owned by Wall Street wizard Warren Buffet, one of the wealthiest and successful men in America. The pair have gone on to co-found and own one of America’s most successful media buying and marketing firms, PriMedia. With their vast knowledge of the market and experience from their Ginsu® days their firm has helped to save companies millions through targeted, more efficient media buying than most of their competitors. Additionally, they have helped their clients generate millions more in sales through award winning direct marketing programs (television, radio, outdoor, direct mail, newspaper, magazines and integrated multi-media).
References
Becher, Barry (2005). The Wisdom of Ginsu: Carve Yourself a Piece of the American Dream. Franklin Lakes, NJ: Career Press. ISBN 1-56414-803-3. {{cite book}}: Unknown parameter |coauthors= ignored (|author= suggested) (help)
Isabel Gottlieb (2008-3-7). Brown Daily Herald "30 Years Later, This Iconic Knive Still Carving Its Name". Newsgroup: features. Retrieved 2008-04-9. {{cite newsgroup}}: Check |newsgroup= value (help); Check |url= value (help); Check date values in: |accessdate= and |date= (help)
GinsuGuys.com – About: The Ginsu Guys