Re: [Paddlewise] Unintentional Deception

At 7:36am Oct 14, 1999, JCMARTIN43_at_aol.com wrote:

> A few years ago, our local (College Park, MD) REI rented out some
> kayaks which wound up on a Chesapeake Paddler Association (CPA)
> beginnners' trip
...
> we discovered that REI had sent the boats out
> without any paddlefloats
...
> A letter to REI College Park objecting to this
> business practice brought an immediate written response which
> acknowledged our concern and agreed with our conclusions --- and which
> also promised an immediate change in the store's rental procedures.
...
> Sometimes things happen in advertising visual layouts which
> unintentionally challenge clear safety parameters --- nice catch, Deb
> --- but I'm optimistic that REI will try to make it right and correct
> their ad procedures in the future as a result of this problem.

I'm less optimistic. Maybe it takes dead trees to get their attention?
Earlier, REI had a sale flyer pitching a new consumer GPS unit that you
can download custom maps to. The marketing hype read something like "never
use a paper map again". I sent a comment through their Web site, reminding
them that a GPS is not a replacement for good map and compass skills, and
that relying completely on a GPS can be rather dangerous. I never heard a
response, even though I gave them my membership number, but subsequent
catalogs and flyers have not had such foolish language. I expect I wasn't
the only one complaining, and it seems they got the message.

I see more things wrong with this than what Debbie mentioned.
 1) Neither kayaker in the photo has anything on their decks; no
    hints of hydration systems, bilge pumps, paddle floats, deck
    mounted compasses (all of which REI sells)...
 2) Neither one appears to be wearing a PFD.
 3) On this page, they choose to sell a 100% cotton T-shirt (to North
    Americans, in October?) and a padded cell phone case, instead of 
    items most of us would consider more important (see comments 1 
    and 2).

To their credit, REI does offer a deck bag which is illustrated with a
chart in the see-through map pocket, pitches a helmet (a subtle hint that
the Swifty is a river boat?), and features a weather radio.

Jack writes about REI's "ad procedures". I'd love to know what those are,
if there are any such procedures. Years ago, REI's catalogs were filled
with data-filled comparison charts -- how much wind does it take to
collapse this tent? how fast can this stove boil a liter of water? -- etc.
You can still get such information in the retail stores, and the staff at
retail stores (including College Park!) are generally well-informed and
helpful. REI stores also frequently offer educational programs that are
very good. There seems to be a growing disconnect between the way the
stores do business and the way the catalog tries to sell product. That's
why I'm less optimistic; over the years REI has continued to sell good
stuff, but the sales approach has become more slick and less substantive.

Some of it, too, is peculiar to the paddling "industry". When i sold
bicycles years back, a consensus developed that beginners tended to
emulate what they saw in advertising, so many companies and publications
established some basic ground rules for advertising cycling. Rule Number
One was always have the models wear helmets. Other unwritten rules
included not portraying mountain bikes caked in mud (==having just caused
serious soil erosion). Without any words, the cycling ads began to
visually reinforce "best practice" principles. REI brings a lot of new
folks into this sport; I think it should be more careful how it tries to
sell the idea of paddling.

-Peter


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