The search for Black Hawk Down Team Saber
November 29, 2006
While shoppers across the United States were crowding malls and stores seeking discounted booty for the holidays, my two teen aged children were on their own quest: the search for Black Hawk Down Team Saber.
Earlier, I wrote about Game Stop and their stumbles in the customer service arena. One of my son’s friends had signed up on a waiting list for the Sony PS3 and was anxiously awaiting notifciation that his pre-paid order had arrived. As the magical release date approached, my son’s friend was bombarded with phone calls from Game Stop, not informing him of the status of his purchase, but rather offering him “opportunities” to participate in surveys. His reaction to the “opportunities” was comedic in it’s own right and should be appearing on Myspace videos any day now. (Pending rating of his video: AO for Adult Only…)
I thought we’d never do business with Game Stop thanks to that vicarious experience. Then, my daughter went on her own quest for the new Black Hawk Down game release. Though the release date was 11-21, it hadn’t arrived in our local stores by 11-22. (24 hours is a long wait when you’re a game obsessed teenager.) That Wednesday before Thanksgiving, my 19 year old college freshman’s trip home from college took three times as long as it usually does as she stopped at EVERY SINGLE retail establishment that sold video games between the Palm Beach Atlantic campus and our home. Her vast store of knowledge was increased as she discovered that it takes a long time for a game to travel from Canada to the southern part of Florida.
Her desperation drove her to the local Game Stop store, where a young employee redeemed the entire chain’s reputation with our family. While they didn’t have the game in yet, the young lady who worked there told my daughter to come back Friday at 5 and there would be one there for her held the game for my daughter.
This young lady didn’t take a DNA sample or require a cash deposit. The young employee merely told my daughter to come back Friday at 5 and there would be one there for her. AND THERE WAS!
When my son called Friday at 4 to see if the game had arrived, they told him that the only copy they had was being held for a young lady who had come in on Wednesday.
My daughter was thrilled and jumped into her car to claim her bounty. She is now a devoted fan of Game Stop. All because of a young Game Stop employee.
In a perfect world, the young lady who held the game and kept her word, thus gaining a rabid video game fan as a customer, would receive a portion of my daughter’s business for life. She would also get a % of the business my daughter sends their way. That’s not the way retail works. It’s a shame because that young lady should get SOME recognition for what she’s done. She resurrected Game Stop from the dead in our family, at a time when my three children are convinced that true holiday cheer will come in the form of the PS 3, Wii AND the Xbox 360 (all separately wrapped and surrounded by games for each.)
Even if those dreams don’t come true this holiday season, they will be fulfilled on other gift giving occassions and Game Stop will be the benefactor of that business. All because a young lady in their employ did her job.
This young lass who couldn’t have been more than 17 years old reversed the major screw ups of someone much older who decided to use their customer hold list for telemarketing purposes. Â Now THAT is a heartwarming holiday tale.
Managing expectations
November 26, 2006
I got an email from a client last week.
Three months ago, we launched a web site for her brand new business. Her web site wasn’t meeting her expectations. She needed to make changes and she needed to make them NOW!
Her immediate reaction was to change the copy on the opening page. BOY did she want to change the copy on her opening page. She’d discussed it with her success coach and even he agreed that she needed to change the copy on her opening page.
So, she contacted me wanting to change the copy on her web site.
However, because I’m more than just a web developer, instead of jumping into action, I chose instead to run an analysis of her web site traffic. The results were stunning…
She had only had 147 visitors to her web site in the past three months. Of those 147 visitors, 100 had signed up for her newsletter. Keep in mind that “normal” conversion rates for inline web forms run in the 13-15% range. My client’s conversion rate was in the 70% range.
In addition, she was converting 5% of her visitors into customers. Keep in mind hers is not a $19.95 e-book sale but rather a $150 solution.
I followed the Brad and Andy circus as they touted their StomperNet program. In their online “going natural” tutorials, they were THRILLED when they converted 3.5% of their customers for Minor Sale party favors!!! Selling a higher dollar, higher “risk” product should mean lower conversion percentages, not vice versa.
My client was pleased with the reports. Now, she has a good idea of how her web site is performing. She knows what keywords visitors are using to arrive at her site. Most importantly, she knows what success looks like. Before the reports and our discussion, she thought web site success was measured in product sales. I’m confident that as her site gets some “age” on it, that even those high expectations will be met.
We narrowly avoided disaster however Had I not run the reports, had I jumped in and started “fiddling” with her content, then we might have torn down the solid foundation which we had carefully constructed.
My client has high expectations and I’m thrilled to provide her the guidance to reach her goals. I’m also flattered that someone of her caliber values my input so highly.
In the end, we decided to leave the current copy just as it is and 2007 will be the year we look for ways for her to increase the number of visitors to her web site.
A Day of Thanks
November 22, 2006
Tomorrow is the day in the United States where we take a moment to reflect upon the blessings bestowed upon us. We gather together with family and friends and celebrate God’s many blessings.  Then we follow that day of feasting and football with a spending free-for-all known as Black Friday.
We’ll be celebrating Thanksgiving in the traditional way at my house. My daughter is on her way home from college as I write. We’ll spend tomorrow eating turkey, dressing, green beans, mashed potatoes and of course, we’ll end the dinner with both pumpkin and cheey pies. We’ll offer praise and thanksgiving to God for blessing us with life, liberty and allowing us the freedom to pursue happiness.
We won’t spend this weekend shopping. I’ll wait until CyberMonday for that. I’ll order gifts online to be shipped directly to the ones I love in colder weather.
Here’s wishing you a Happy Thanksgiving.
Now Wal-Mart is requiring uniforms for employees…
November 20, 2006
I have commented on how it appears that Walmart is chasing #2 Target. Yet another development in support of that observation: Walmart is moving towards uniforms.
Now, in a bold move of originality, Walmart won’t insist that it’s employees sport the familiar red polo with beige khaki pants that rival Target requires. Instead, Walmart employees were sport a BLUE polo with beige khaki pants.
I also heard that hours of retail employees are being cut across the board and the reaction has been fierce. First uniforms, then a cut in the hours available to work.
Let’s see, first you anger the shoppers by discontinuing layaway. Then you anger the employees by requiring uniforms and cutting hours, which of course has a trickle down effect on already disgruntled customers.
It’s my understanding that the reason given for the uniform edict was that employees weren’t dressing in a professional manner, thus the need for uniforms. Great job, Wal-Mart. Way to get a “dig” in at your “associates.” Make is an issue of the employees lack of taste and decorum. Don’t try to candy coat the decision by telling your employees that this is something you’re doing FOR them. Instead, make sure they know that they weren’t measuring up so they’ll see the uniforms as punishment. (Which is how it’s being viewed by the front line employees in the line of fire.)
How many suns grace the sky over Bentonville? Does the atmosphere there still resemble that of planet earth?
For the longest time (while Sam was alive), Wal-Mart kept their world wide headquarters in a remote part of Arkansas to stay “in touch” with their core customer. The other day, an employee told me that he overheard someone from Bentonville talking to an “associate” who said, “If you remember the days when Sam was alive, then it’s time for you to leave. That Wal-Mart doesn’t exist anymore and it’s not coming back.”
Wal-Mart has lost sight of Sam Walton’s original vision, where a working family could find everything they needed at a price they could afford. Now, the retail giant doesn’t listen to or respect those who made it great. Their disrespect is obvious, from their bogus social networking site to their feeding of material to bloggers…. Wal-Mart has lost sight of the reason they’re in business.
Don’t you lose sight of why you are in business.
The human experience
November 20, 2006
Technology is a wonderful thing. It allows you, as a business owner to purchase software that actually tries to simulate an actual relationship with your customers. It’s called CRM which is short for Customer Relationship Marketing.
See, people like to feel like they are important to the businesses with which they do business. They foolishly believe that they, as the customer, are actually number one. In some cases, they truly are the focus of the business, but often they are merely viewed as mobile cash units whose only purpuse is to drop specified amounts of cash into the business coffers.
Chris Baggot tells of an experience he had with a business who has bought into the “CRM” model.  OUTSTANDING POST!
KFC Advertises To Extraterrestrials
November 15, 2006
I’ve filed this under “Great Advertising Ideas” but actually, this is anything but “Great Advertising.”
The Innocent Bystanders blog (where their tag line is “Anyone can Blog ~ Commenting is Hard”) shows the image to the left.
Ah, now Extraterrestrial Beings can view two of man kind’s greatest accomplishments as they approach our planet: The Great Wall of China and KFC.
The stunt is part of a “rebranding” campaign which was launched the the 87,500 square foot image of the Colonel created in the Nevada desert.
“If there are extraterrestrials in outer space, KFC wants to become their restaurant of choice,†KFC President Gregg Dedrick said in a statement.
Micheal’s response to the stunt is priceless:
See, Gregg, I don’t think you thought this over very well. Everyone knows that aliens do not eat chicken. They eat PEOPLE you dumbass!!!
I am appalled. Corporate irresponsibility has reached a new low when a company will risk the security of our entire planet for a publicity stunt.
GREAT JOB MICHEAL!!! Touché !!!!
So what is the purpose of the “rebranding” for KFC? Advertising to aliens?
The question that gets asked at my house (by not only me, but my teen aged children) all the time is this: “Does this make me want to try/buy the product?”
In the case of Apple Computer, the answer is “YES!”
In the case of KFC’s ads for aliens, the answer is “NO!”
- Does this image bring up thoughts of tasty home cooked meals?
- Does it make me want to hop in the car and go grab a bucket of chicken?
Strange, but the Colonel’s image prominently displayed against a backdrop of a desolate dirt farm doesn’t stir my appetite one bit. It doesn’t make me think of Sunday afternoon dinners at Grandma’s when I was a child, eating her home made fried chicken. Heck, it doesn’t even remind me of the days from my child hood when, after a Sunday afternoon spent “enjoying” our family’s boat, my mother would insist that my father pick up KFC so she didn’t have to cook after her day of “fun.”
Here’s a bit of advice KFC: Everyone knows your offerings aren’t considered “heart healthy” but neither are MOST of the fast food offerings available today. Instead, try appealing to the time pressed consumer who would like to serve his/her family a meal like Grandma used to make. It works. It’s worked time and time again for my clients. It can for you too.
Is KFC getting free publicity? Yes, but so is Britney Spears, for all the good it’s doing her as well. Britney is getting plenty of coverage thanks to her recent divorce filing from K-Fed (or Fed-Ex as he’s been dubbed by the tabloids) and his threat to release a sex tape made during their marriage. Free publicity sometimes isn’t worth what you paid for it.
Look for another “rebranding” effort for KFC in the near future when they fire this ad agency and move on to the next.
Customer Service and the power of 12
November 13, 2006
TechDirt calls it “Tech Rage,” where people get so frustrated with technology products not working as they should that customers are driven to the brink — often breaking the very object of their frustration.
According to USA Today, “About 85% of those polled said they’ve become so flustered, they’ve ended up swearing, shouting, experiencing chest pains, crying or smashing things.”
The thing is, there’s nothing more frustrating than purchasing a product only to discover that it doesn’t work as promised. Then, frustration builds as you try to get resolution from customer service reps stationed oversees whose disinterest could be cut with a knife.
I think what is most frustrating from the customer’s point of view is the lack of respect. Yes, it’s an issue of respect.
Recently, I experienced just such “tech rage” at my favorite Virus Protection program. I first became aquainted with CA way back in the day when they offered their virus protection program as freeware. Yeah, it was a while ago. Those were the days… when your only online threat was an incoming virus through your email.
Well, CA moved to a paid model, and as someone who was THRILLED with their free product, I gladly followed them with my CC in hand. Then, this year, when my virus protection was getting ready to expire, I got a full screen notice. Weird, but my love for CA was such that I thought I could trust them.
I purchased my new subscription and was alarmed that as part of the installation process, all of my beloved “e-trust” programs had to be removed.
“Wait?!?” I thought. Have I been phished? No, so I continued on with the installation. That marked the beginning of my journey into hell.
Suddenly, my browser began freezing up and shut down was impossible. Everytime I tried to shut down my computer, I would get error messages. When I checked the source of those messages, they were programs which were part of my CA virus/security suite.
So, I went to the CA site. I tried to submit a support a ticket. At the end of the process, I was prompted to download software, which crashed my browser.
So I resorted to using the phone. After sifting through three screens, I finally found a number to call. When I tried to call, I got caught in some kind of parellel universe where I kept ending up with a corporate account executive instead of a SOHO rep. While she spoke fluent English, she could only give me yet another phone number to call which again landed me right back in the same building as before.
In frustration, I purchased Norton and uninstalled CA. I wasn’t happy with Norton the last time I used their software, but you know what? My computer shuts down now and my browser isn’t crashing every 45 minutes.
CA may have gotten my money this time, but they won’t be getting any more. Not only will they not get my $$$, when my clients ask what to use, I won’t be recommending CA. One upset customer who can’t get through the highly automated customer support system will end up costing CA dozens of customers. While one disgruntled customer may be acceptable, I know from searching message boards across the internet that I’m not alone. There are hundreds, perhaps thousands just like me out there. We’re “geeks” to whom non-technical users turn for guidance and advice. So take the hundreds or thousands of disgruntled customers and multiply that by 12.
No more layaways?! WTF?
November 10, 2006
Walmart has announced it will discontinue it’s policy of offering free layaway. The retail giant claims that layaways aren’t being used by it’s customers anymore because of the increasing use of credit cards.
How many suns appear in the sky over Bentonville these days?
I’m not a regular layaway shopper, but I have been known to place my children’s Christmas presents on layaway at the retail giant. My children are sneaky little buggers and have discovered ALL of my hiding places for presents… so the only HOPE I have at keeping their presents a secret is to place them on layaway. Using Walmart’s layaway has helped me keep their presents a secret and I only have to play “hide the present” for a week instead of three or four weeks at a time during the holidays.
The point is as I have picked up my holiday layaway purchases, I have YET to find a time when the line at the layaway desk was nothing less than formidable. The line of other weary shoppers trying to claim their partially paid for parcels hardly denotes a “lack of interest.”
Now, Walmart has announced they will discontinue the service effective November 19. The reaction to the news has been strong. At Planet Feedback emotions are running strong among the low income folks who depend upon layaway service for their holiday shopping.
I can’t say that the retail giant’s change in it’s layaway policy will affect my Christmas shopping patterns. I am certain that my reasons for using layaway are not commonly shared among the Walmart shopping population. However,while the service may be on a downward trend, killing the layaway program 6 weeks before Christmas is a horrible move, if only from the PR standpoint!
Again, this blog and my book are all about keeping an eye on the customers. Solving your customers problems are opportunities for your business to shine.
Walmart’s target customer is, by definition, not affluent. You don’t market to affluent customers by touting, “Low prices, always low prices.” Walmart’s target audience used to be working class people who value saving money more than they value saving time. (Visit any Walmart on any given Saturday and you’ll see what I mean.)
With that said, WHAT DOES DISCONTINUING LAYAWAY DO FOR WALMART? It’s certainly not providing great Public Relations for the retail giant, so what is it doing for them?
My suspicion is it’s yet another in series of moves where the industry leader is chasing #2 Target’s position in the market. First Walmart starts focusing on fashion. That move, in and of itself was probably a smart move. Next, Walmart joined the Gay and Lesbian Chamber of Commerce…. a bewildering move. Now, Big Blue is killing their layaway program. Who else doesn’t offer layaway? Target.
I can’t remember a time when the #1 player in the market chased #2 with such fervor, especially when #1 was so far ahead of the rest of the pack.
Bewildering seems to be the word of the hour when describing Wal-Mart’s moves.
Walmart embracing alternative lifestyles
November 8, 2006
Back in August, Wal-Mart joined the National Gay and Lesbian Chamber of Commerce in an effort to advance diversity within the store’s associate, supplier, and customer bases.
Now, I’m not saying the the world’s largest retailer should encourage discrimmination in ANY form, but their sudden embrace of the gay and lesbian community is nothing less than bewildering.
In a comment to the story on USA Today’s blogs, Diane writes, “I’m all for diversity when it comes to skin color, sex where anatomical differences are involved, and age - but this is an agenda, plain and simple.”
The clothing choices have gotten better at Walmart since the announcement, however their antics continue to bewilder me. What benefit does entering into a partnership with the National Gay and Lesbian Chamber of Commerce hold for Walmart?
It’s always been my understanding the gay and lesbians, as a demographic, are more affluent and better educated than the heterosexual community as a whole. Since when does Walmart care what rich people think? Are rich people Walmart’s target customers?
My book and this blog are all about focusing on your target customer, which is why Walmart’s actions are so bewildering. What’s next? Will Monday Night Football start a quilting segment to appease the women who could care less about Football?
(GO COLTS! 8-0 WAY TO BEAT THE PATRIOTS!!!)
What is Walmart thinking?
November 6, 2006
A new feature here on the Beyond Niche Marketing Blog… where we’ll take a look at the ever puzzling antics of the world’s largest retailer.
It began innocently enough. Apparently (according to my source) Walmart hired talent away from #2 player Target. (Pronounced “Tar-zhe” at our house for years, originating long before the retailer decided to become a funky, trendy and hip discount merchant. It was poking fun a the retailer’s efforts at the time to be more than just another discount retailer.)
The result of Walmart’s head hunting exhibition: better clothes for women in the stores. How do I know? My college student began actually wearing the clothes I picked up for her at Walmart. In addition, her college classmates have been complementing my choices for her. (Some how, I gave birth to a girl who hates to shop! Go figure! She’ll make a great scientist and her white lab coat will serve as fashion for my beloved beauty.)
However, Walmart doesn’t trust their customers to tell the tale, so instead they launch their own social networking site, complete with fake profiles. How were they busted? How many 13 year olds do you know who restrict their conversations to the great clothing options available at their local Walmart?
Perhaps Walmart should have let nature take it’s course. Improve the products and trust that their customers would tell their friends. Then again, that would require respecting the customer… something Walmart lost sight of LONG ago.
Long ago and far away, Sam Walton didn’t worry about what was hip and trendy. He built an empire on the foundation of low prices…always low prices. His respect for not only his customers but also his employees was truly the foundation of his success. I’m certain ol’ Sam would not be happy with what’s happening today at the stores which bear his name.
