I’ve seen a commercial on television for the US Postal Service over the last few days. I’m going to set aside the fact that there has been a postal service in this country since the revolution and you’d be hard pressed to find someone who hasn’t at least bought a stamp or received a letter at some point in their lives and focus on what I really find odd about seeing the post office on TV.
The ad is clearly trying to drum up package handling business for the USPS; trying to remind their customers that they do more than “mail.” That’s well and good. The real issue of the thing is how they go about it. Whatever ad agency they paid millions to for this campaign didn’t focus on things like accuracy, on time delivery, or even cost. Instead they went an entirely different direction, literally having one of the people in the spot say the line “We’re going to be there anyway” while urging us to use them as our parcel deliverer of choice.
We’re going to be there anyway. It doesn’t exactly fill me with lofty visions or assurances of my package getting where it’s supposed to go. It feels like the barest step up from “Give us your stuff and hope for the best.” If they’re trying to swing my business away from UPS or FedEx, I’m afraid the post office is going to need to try something a little more confidence inspiring in their approach.
The truly disturbing part is that somewhere deep in the bowels of Post Office Headquarters, a committee of thoughtful and well compensated people thought that ad was right on point – the very best their money could buy. Maybe it was the least bad of several options, but still I think I’d have gone in a different direction. Then again, they got me to spend a whole 30 minutes thinking about the Post Office. Even if I’m not going to use them, that’s something.