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By Janet Evans
Friday, Nov 14 2008, 01:05 PM
Finally marketing firms are realizing that when we watch television and we watch a commercial, they really need to focus on the item that they are selling. I mean really, how many times have you watched a commercial and when it was over, you can't remember what the hell the item was that was being promoted? That's usually when the commercial was too good. It was a funny or entertaining commercial.
Let's get real, unless it's the Super Bowl, we really could care less about commercials. That's why with DVR's, etc we are breezing right through them.
So marketing has figured out that they need to just flash that brand so our eyes pick it up.
"With such a short exposure, and the sound disabled, the fast-forwarded ads that work best are those that contain little information and are simply intended to reinforce awareness of a brand, says Dr Brasel. The strength of such split-second ads was evaluated by inserting ads for two different brands of British chocolate bars, Aero and Flake, which are not sold in America and should therefore not have been familiar to the viewers. By a factor of two to one, those who were exposed to a brand image promoted in the centre of the screen during fast-forwarding ended up choosing that brand. So when you start to see TV ads in which the brand image takes centre stage, you will know why."
Read the entire article from the Economist HERE
But, you know, years ago, they really knew how to do commercials. They alway focused on the brand. And that's illustrated in one of my favorite T.V. shows by one of my favorite comedians...Lucille Ball....
Who wouldn't want to buy Vitameatavagamin !
You know you want it!
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By Janet Evans
Tuesday, Aug 19 2008, 11:54 AM
If there is anything that gets me going it’s poor customer service. Maybe that’s one of the main reasons I would rather shop on the internet rather than venture out into the stores. Granted, glitches can happen on the web, too, but at least I don’t have to deal with rude sales people, standing in long lines, or cashiers who can’t count money and acknowledge my presence or say hello or thank you.
With a slow economy, some businesses are looking into ways to make sure your business is a return business.
"At Lord & Taylor, staffers invite special customers in on their birthdays for cake and fitting-room parties. Moxie, the fashionable Charles Street boutique, has started making home deliveries. Get your oil changed at Sullivan Tire and Auto Service, and expect a phone call within the week - and a free re-do if you're not satisfied. With the economy struggling, some retailers - emphasis on some - are turning up the charm.
"It's all about customer service these days," says John Miller, Sullivan Tire's metro Boston area representative. Miller's made some 2,000 calls since February and says most people are happy to hear from him. "They feel we care, which we do." But awkward situations are not unheard of. One man became suspicious when Miller rang asking to speak to the guy's girlfriend. "He thought we were calling for another reason, if you know what I mean," Miller recalls.
But Miller's motivation, like that of Lord & Taylor's staff, is simply an attempt to keep those scarce dollars coming in. "We're trying to make it a more meaningful experience," says April Stern Riccio, the chain's regional public relations director, explaining that the company has increased a customer outreach program that was instituted as part of a rebranding effort in 2007."
Read the entire article from Boston Globe HERE
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By Janet Evans
Friday, May 9 2008, 08:25 PM
I don’t know how you feel about it, but when I venture out to a store and I am checking out, I would just like to purchase my item(s) and be on my way.
With the creation of the “check card” it has really made it a convenience to not have to carry large sums of money around for shopping purposes. It used to be people would never think of “charging” groceries or general items they purchased. And, at times, if you would write a check, you would be frowned at by those in line behind you, so I always had as much of mine written out as possible before I made it up to the store clerk.
Now it is commonplace to use a check card since it is being drawn directly from your account. The only problem I have with those cards is that sometimes I feel like I am the employee since I have to go through so many steps in using the store’s machinery.
In the past couple of years, when you go to a sales clerk, even if you are paying cash, you seem to get the third degree. “May I have your phone number?” What is your zip code?” “May I have your email address so you can receive sales ads?” “Would you like to save 10% today by opening up a charge account [that will charge you 28%APR] with our store?” “Do you have any coupons?” “Do you want to donate any money to [blah, blah, blah]?”
I once went into a Radio Shack to purchase some batteries, with cash, and they wanted my name, address and phone number to enter into their computer. For what? I was paying cash...for batteries. I wasn't applying for a job.
Now, “Helen,” from Maryland, had a new question asked of her while she was going through a self-checkout at Home Depot:
Read Helen’s short story on the Consumerist ç here
I know the phone number is used to locate your address, so the store will start mailing you flyers.
Your zip code is a marketing tool to see where a store may want to build in a new location.
But you know what?
I don’t want to answer those questions, or any of the other ones either.
And I feel sorry for the clerks who must ask them over and over all day long.
I wouldn't say that in Home Depot's case it's Big Brother at work.
I'd say it's the consumer being put to work, not only at Home Depot, but at all of these stores.
It was bad enough when all we had to be worried about while shopping was an overly aggressive, too helpful sales clerk.
Most (not all) people must find time in their busy schedules for shopping.
Products are expensive.
Shopping isn't much of a pleasure anymore.
Of course it's wonderful when you find what you want and you are happy about that.
But if you are like me, you don't want the annoyance of being asked all of these questions.
It's a big turn off, and I don't believe Helen is the first, nor will she be the last consumer who has decided not to shop at an establishment rather than be forced to answer unecessary questions.
You can bet I'm not answering them....
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