December 2005: "The Hearse"----a true story

The Hearse; Or, On the importance of natural advertising; Or, Memories of "Harold and Maude"



The Hearse; Or On the importance of natural advertising




One of the famous advertising stories of Minneapolis is the story of “Paul Stafford Electric.” He was a fellow student of Don Sheehan in 1994. The truth was that advertising expenses were so large for Paul Stafford Electric that he asked Don Sheehan for some advice. Paul had been buying trucks for his electricians to drive to the job site and in the space of one year, the number of accidents of his electricians had sent his insurance premiums skyrocketing. In addition, gas prices were skyrocketing along with advertising, and after paying all the expenses, there was little to celebrate about.

Don Sheehan came upon a novel strategy. First, Paul Stafford went to the local mortuary and purchased some used hearses. The price was about $1500 for a used hearse those days. Then he purchased some small trailers that he could tow to the job site after the trailer hitch was put on the hearse. In the trailer were all the proper electrical supplies necessary for the job. Then he placed the distinctive advertising on the hearse and trailer. The rest is history. The name of Paul Stafford Electric is known throughout Minneapolis and the best part is that he pays no advertising.

I pondered that if it worked for Paul Stafford, it would work for me too. So, yes, I did talk to Paul Stafford and he did give it his blessing. I purchased a hearse and used it in the computer business. I can tell you that it worked wonders and I also learned that those hearses have wonderful premium sound systems, precisely because the music is so soothing for the recently departed.

As young girls, Amy and Julie loved riding in the hearse and riding in the back in the midst of heavy traffic on the 35W following the hearse. They loved to shock drivers behind by quickly opening the curtains and shouting “boo.” The petrified look in the drivers faces was thrilling. The girls did not know what a “hearse” was, and just called it the “pretty car with the curtains.”

It is not clear whether the interest in hearses was due to my love of the movie "Harold and Maude," or whether it was because I was always the alter boy at St. Jude’s Church who got to go to Calvary Cemetary with full motorcycle escort when I was in 8th Grade. I do think it was simply that the advertising expenses were zero. Yes, when I was on the road, my CB handle was “Hearseman.

This is simply an example of “natural advertising.” I will have other examples in further posts.