Wow, I was called out by a loyal reader on my lack of posts as of late.  There are really two reasons for my slacking.  One, I was in Vegas all last week and 2) Rock Band 2 came out this week and unfortunately, I have one addiction (and absolutely my only one) and that is playing the fake drums.  But I can’t disregard my readers so I decided to crank one out tonight foregoing badly needed sleep even with a long trip ahead of me to see the Cubs and Cards play in Chicago tomorrow.

Tonight’s quick topic actually covers a whole year time span.  The last time I went to Vegas was about this time last year.  One of the observations that always caught my attention was the individuals begging for money on the overpasses between the hotels.  Typically the approach has been “I’m a war vet and fell on hard times…” or “some wording followed by God Bless You”.  I am not going to get into a debate on the authenticity of these individuals, but from a marketing perspective, those are pretty good approaches if you want to elicit the emotional side of individuals.  I’ll confess that I never give any money mainly because I don’t think encouragement is the right thing to do in this situation – I also give a tremendous amount of money to other forms of assistance which I know each and every one of them have the opportunity to benefit from.  With that said, I was actually totally caught off guard last year when I was crossing the overpass to Bally’s.  As I reached the top of the stairs I passed an individual sitting on the ground.  I don’t know if it is a byproduct of spending so much time observing people or not, but I have a tendency to take mental snapshots that I ponder on as I walk – this gives me the ability to assess the situation without having to resort to staring.  The downside of this is I sometimes catch stuff a few seconds later while scanning the mental picture.  As I traversed down the mental image to the individual, I was able to read his cardboard sign “Ninjas killed my parents I need money to take karate lessons so I can have my revenge”.  I thought it was fantastic and actually considered turning back and donating to the cause.  Unfortunately, as I turned back, I realized I had actually walked completely to the other side of the overpass and didn’t really want to double back that far.  Regardless if the cause was fake (no, not the ninjas, the individual actually needing to beg) I thought he demonstrated ingenuity and distinguished himself from the rest of the begging community.  Surely there is some marketing organization out there that could harness this creativity and take a person off the street at the same time…. or he is already in the marketing industry and just gaming the system for extra cash.

Comparing that to last week’s Vegas trip, there are still people begging at all of the overpasses.  Unfortunately, almost every one of them was going with the “Why Lie I need a Beer” sign.  Although honesty is an admirable trait, in this setting it doesn’t really hit the marketing sweet spot.  I know the odds that a given donation is going to be diverted to non-sustaining or non-healthy decision are pretty high (we’re in VEGAS), but providing a donation under the pretense that he needs an alcoholic drink doesn’t generally make the giver feel that good about himself.  To be brutally honest, I believe this self benefit is at the root of giving.  I would be willing to debate this further, but I just don’t see someone giving away some money and chastising himself for doing it as opposed to taking a few lighter steps while “patting himself on the back”.  I wonder if you could measure the internal pleasure that comes from an act of kindness – maybe an internal heat change or chemical change?

However, I did notice the emergence of a new approach.  At a number of the overpasses, there were individuals carting around coolers selling cold water for a dollar.  In fact, I even saw this at the Bellagio Water Show and down on Fremont Street.  This might be another good example of marketing.  Assuming the bottle water can be obtained cheaply enough (yes, I’m dismissing the bathtub bottle filling for now) , the seller can actually make some change on each bottle sold providing a win-win situation for himself and they purchaser.  It was 105 degrees out so clearly fluids is a demand item and the price seems pretty good compared to the rest of the drink prices in the area…. and NO, the free drinks while gaming isn’t really FREE if you are actually playing the game.  I think it also brings some dignity to the seller since it requires effort as opposed to resting on the pavement.

Anyway, it’s late and time to get some shut eye