Thoughts

A clever bit of marketing

I was driving to work a couple of days ago, and as a MINI passed me from the opposite direction, the owner stuck his hand out the window, making the victory sign at me. I smiled, and responded by raising my hand. This sort of thing has happened countless times since I bought my MINI.

Why do MINI owners do this? Because it’s in the MINI literature. The pamphlets that come with our cars will tell you just how to salute other MINI owners. The victory sign was one of the recommended gestures.

MINI’s marketing stood out from the start. It was different, it was likable, and it was fun. The salutes were one of the things that really stood out. After all, saluting other MINI owners is a nice and friendly thing to do, and on some level, it makes one feel like they’re part of a club that’s not open to everyone — which, incidentally, is another notion taught in the MINI literature and reinforced on the MINI website, where the owner section is called the Owner Lounge.

Let’s face it though, the club isn’t that exclusive. You can get in if you have the money to buy a MINI. And this club’s membership is growing. In 2003, when I bought my MINI, there weren’t that many on the roads. Now, five years later, I see a lot more, particularly in the DC area, where I currently live. If you want to talk about an exclusive car club, take the classic MINI owners. You can’t make those cars any more, and there are very few of them here in the States.

Since there are only going to be more MINI cars on the roads, it begs the question: at what point do you stop waving at other MINI owners? I’m not asking this because it bothers me to wave back, or even to start a salute; I enjoy doing it. It’s the nice and sociable thing to do. It puts a smile on my face, and that’s always a good thing.

But I see plenty of other MINI owners that aren’t interested in it. I look at them as I pass by, hoping for some sort of little wave (after all, I’ve gotten used to this clever bit of marketing), and I see nothing. Then I wonder, did they read the pamphlets? Don’t they agree with the marketing? What could make them so uninterested in being nice to other people? How could they be glum while they’re driving a MINI?

Then I catch myself, and I chuckle. Because let’s face it, it’s the marketing that makes me think and do those things. It’s powerful stuff, because it appeals to the basic human need for company, for social interaction. It’s good stuff.

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Thoughts

Cabin John cops are the coolest

This past Thursday, I was on my way home from work, in a hurry, because my wife and I wanted to be on time to the Gipsy Kings concert that evening. Traffic on 495 was much nastier than usual, and it was pretty clear to me that I needed to take an alternative route home, and also find another way to get to Wolf Trap. After jumping on 495 from the Georgetown Pike to get over the Legion Bridge, I got off immediately on the Clara Barton Parkway and headed down to the Cabin John exit.

There’s a stop sign there as the exit ramp meets the bridge over the parkway. Usually, no one stops, but I try to, just the same. I think you know by now what I’m getting at. My mind was on the concert, on the projects at work that I’d been working on that day, on the weather, which I hoped would hold up… and I did a lame rolling stop right past the sign.

As I did that, I saw two cop cars on the side of the road ahead. They’d been looking at me, and one of them signaled me to pull over. I knew the instant I saw them that I’d get pulled over, and I knew why they were there, too.

So I pull over, and this towering cop comes up to my window and asks for my license and registration. I start fumbling around. My license was in my wallet, which was in my camera bag on the back seat. I turn around, pull it out, then try to remember where my registration is. Okay, it’s in the glove compartment… somewhere. I pull out the owner’s manual because I think it’s somewhere in there. All of my papers should be neatly placed in a little folding booklet, which I locate and start going through.

The cop is getting a little impatient. What can I do… I don’t get pulled over that often, and now I can’t remember where things are. It’s not like I rehearse what to do when I get pulled over. One doesn’t prepare for it.

Finally, I hand him what I think is my registration, but it turns out to be my insurance. He’s reaches into my booklet himself and fishes out the registration. “Has your license ever been suspended or revoked?” he asks me. I give him a “Huh?!” look as I mumble a “No”. Fine, he goes back to his car to look up my record.

Meanwhile, I start thinking what I’m going to tell him when he asks me why I didn’t stop. I’ve recently seen the “Don’t Talk to the Police” videos [part 1, part 2]. Should I try to put that advice into practice? Will it work? Would it even apply in my situation? After all, they clearly saw me not stopping at the sign. Shouldn’t I be honest and admit I screwed up? Maybe he’ll be lenient, right? Yeah, but what if he’s an ass, like the Virginia trooper that screwed up my driving record to make his ticket quota?

While I’m still thinking, he shows up at my window again, with a stern look on his face. “Do you know why I stopped you?” he asks. All my logic goes out the window and I suddenly become stupid. “Um, ah… no?” I mumble. “There’s a stop sign back there. Did you see it?” What am I going to do now? I got myself into this mess with my fancy double talk, now what? I stick my dumb head out the window and crane my neck, trying to look at the stop sign I know too well. “Um, ah… um, yeeeeeaaaah, that one,” I say, and feel like a certified dolt. He gives me a look that speaks volumes…

I finally decide to fess up and say something lame like, “I’m sorry, I was in a hurry and forgot to stop.” At least that’s true, even if it sounds really lame. He gives me the sort of look that says, “Yeah right, buster,” and goes back to his car. Oh crap, now he’s got me. I’m going to get it for sure: a ticket and some extra points just for kicks. It’s a moving violation, after all.

So I sit there, wondering just how much it’s going to hurt, and it doesn’t take long. He comes right back and sticks a piece of paper in my hand. I can’t look at it, my eyesight’s just gone fuzzy. “That’s a warning!” he says, and a very audible sigh of relief escapes my lips. “Thank you!” I say. I think my whole being effused gratitude that moment, because the corners of his lips started to crack into a smile.

He goes on, intending to give me a stern lesson, “You gotta stop, every time. No rolling stop, no California stop, you have to make a complete stop.” I look up at his face while he’s talking. A father, in his fifties, with mostly white hair with tinges of bronze blond. An honest face, with green eyes that pierce when he talks, and you can see he cares about people and about safety. A good cop. I try to allay his concern by saying, “For what it’s worth, officer, I do stop at the important stop signs,” then realize how stupid I sound, and continue, “but mostly no one stops at that one.”

“I know,” he says, “and that’s why we’re here! Drive safely!” he says as he turns away. I pack up my papers and start on my way, knowing that this would not have turned out the same way in Virginia, where the cops are out to get you no matter what.

Am I saying I deserved to get only a warning? No. I clearly ran that stop sign, the cops saw me, and I expected a ticket. I wasn’t going to argue about it. I dreaded the points though. I hate the points. It seems they get dished out more and more these days, and your insurance goes up, and they make you a liability when other cops stop you and they see you have points — it makes it more likely that you’re going to get another costly ticket. Points beget more points. It’s a vicious circle.

Thankfully, this cop decided he was going to do something really nice. Perhaps he looked at my record and saw that I’m a careful driver, or perhaps he’s just a really nice person. I don’t know why, but he only gave me a warning, and I’m truly grateful for it. Believe me, it had the same effect as a ticket. I’ve obeyed every stop sign since, and will continue to do so, because every time I approach a stop sign, I think about not getting pulled over again. If it happens again, I know I’ll get a ticket.

Thank you, Officer McDonald! You are one cool cop!

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Condensed knowledge for 2008-03-24

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Condensed knowledge for 2008-03-05

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