Pompano Beach, Fla. – August 6, 2009 – In an open letter to Congressional leaders and President Obama, Cash4Gold co-founders CEO Jeffrey Aronson and President Howard Mofshin praised the “excellent branding” of the Cash for Clunkers program, formally known as the Car Allowance Rebate System. The leaders of the world’s number one gold buyer direct from the general public also offered to send a Cash4Gold executive delegation to Washington to share the company’s collective expertise in direct marketing, refining, logistics, strategic communications, Spanish-language marketing and international expansion. The full text of the letter is below and available at the official Cash4Gold website.
August 6, 2009
To: The Honorable Harry Reid, Mitch McConnell, Nancy Pelosi and John Boehner
CC: President Barack Obama
Re: Excellent Branding for Your Cash for Clunkers Program
We wish to congratulate you on the PR and marketing success of the recently launched “Cash for Clunkers” campaign to promote the Cash Allowance Rebate System (CARS) legislation. The bold, ambitious plan, like Cash4Gold’s easy and fast mail-in refining service, has proven irresistible for hundreds of thousands of Americans.
Though we have not had the privilege of meeting before, you may know us from our Super Bowl commercial earlier this year featuring MC Hammer and the late, great Ed McMahon. Perhaps, instead you might recall our name from the hilarious parody video produced by The Onion for premiere at the Radio and Television Correspondents’ Association Dinner in Washington in June. During that segment it was suggested that the U.S. consider sending us the national gold reserve in exchange for cash. We would be happy to discuss that suggestion should you desire to do so, please call our toll-free hotline at 1-877-GOLD-590.
Cash for Clunkers, much like our company Cash4Gold, has proven to be the right offer at the right time for so many Americans all across our country. Both programs offer a much-needed economic stimulus and attractive value proposition to people looking to monetize old or unwanted metallic items.
We have been impressed by the fact that, within just one week of inception, you successfully doled out $1,000,000,000.00 in consumer-confidence-building liquidity. In parallel fashion, though at an admittedly smaller scale and on the basis of our own entrepreneurship and self-financing rather than through an Act of Congress with the support of the President of the United States, Cash4Gold has paid out more than $100,000,000.00 since our launch in 2007, and we are presently on a campaign to buy more than $200,000,000.00 worth of gold from Americans by Labor Day 2009.
As you prepare to take Cash for Clunkers to the next level, with a possible expansion of budget and extended marketing and promotion, we would be honored to dispatch a delegation of our core executive team - including global brand strategists, marketers, alternative media experts, industrial metal recycling innovators, and communications specialists – to Washington to lend your initiative the benefit of our considerable collective experience. We welcome the opportunity to share with you some of the best practices that have enabled our success as the industry innovators and leaders in the consumer-direct precious metals recycling business, also known as mail-in refining.
Among the topics on which we could provide counsel are:
- Celebrity Endorsements – Through our work with MC Hammer, the late and great Ed McMahon, and a range of other celebrities whose involvement with Cash4Gold will be unveiled in the coming year, we have tapped into a mainstream media phenomenon that has propelled our business to heights beyond our anticipation. With the world’s biggest celebrity already backing your program (and we mean that strictly as a compliment), you clearly have taken a huge step in the right direction. But you may be surprised at the impact that other stars with different constituencies might have on your campaign.
- Spanish Language Marketing – Our OroPorDinero.com Hispanic-targeted brand extension has been a massive success for us since its launch. We can tell from the media that the car dealers who are facilitating Cash for Clunkers are already using Hispanic media to promote the parallel brand Dinero Por Su Carcachas. We have developed expertise in reaching this increasingly powerful and important consumer segment, and would be pleased to share our findings for the direct benefit of CARS.
- Innovative Marketing Strategies – A great proportion of our success can be directly attributed to innovative and highly cost-effective use of traditional and emerging marketing platforms including TV, radio, outdoor, online and sports marketing, among others. Some, if not all, of our key learnings would be directly translatable to your current program. Clever press releases, open-letters to top political leaders, social media campaigns, and splashy stunts are all part of the arsenal you may wish to consider leveraging further than you have up to this point.
- International Expansion – While it may seem unusual at this moment in history for the United States of America to consider underwriting automobile subsidies in foreign lands, we see a clear opportunity to further stimulate new American automobile sales around the world. It follows from Cash4Gold’s recent successful launch in the United Kingdom that Cash for Clunkers also may be well received internationally. Though the mechanics of the program would require calibration, it’s clear to us that such an extension would be good, as they say, for General Motors and the rest of the U.S. automakers.
In closing, esteemed Congressional leaders, please know that we earnestly find the appropriation of our marketing approaches for your program the sincerest form of flattery. In the consumer-direct gold buying industry that we invented, we carefully protect our trademarks and other intellectual property from infringement that could confuse or mislead the population and preclude them from enjoying the benefits of our 100 percent customer satisfaction guarantee.
But in consideration of the fact that your well-intentioned program may help provide a positive, stabilizing, and stimulating effect on the U.S. economy, we again want to congratulate you, and reaffirm that it would be our sincere, patriotic honor and privilege to be of service to your current campaign.
We look forward to hearing from you.
Very sincerely yours,
CEO and Co-Founder of Cash4Gold.com
President and Co-Founder of Cash4Gold.com
CC: The President of the United States