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The Public Trap

Ask the public … They are tired of partisan politics … yet vote out moderates They want Coke to be sweeter … yet revolt when they change the formula They ask for more variety on the radio … yet tune out when stations add more songs Think it’s hard to ask the public what they want now … ask them to project what they would want in the future … An all news channel … no thanks (in 1980) Nationwide coffee bar chain… nope (1984) Nationwide singing competition … yawn (2000) This is the danger in asking the public to devise your strategy.  The public (or critical mass as we marketers call them) does not really exist.   That entity that marketers covet is a statistic:  a baited marketing trap. I once sat through a research presentation which concluded that a trendy new radio format would be no threat to our heritage brand if a competitor decided to go there. They did … and debuted at #1 in the market with the format.  It took us a year to claw our way back into the race. I had a colleague who encountered a similar situation except his research told him the new format would clean his clock.  They struck first – moved into the new format, and watched the station fade from the top to the bottom of the ratings. In BOTH situations: The conclusion was indisputable The research firms were reputable It would be hard for anyone to ignore such obvious results. The challenge of heritage media and marketing … is the opportunity for the 140 Character World. We’re less about critical mass, and more about passionate fans. While traditional research builds a core by eliminating negatives, we having a on-going conversation with like-minded consumers of our brands. We learn what they like about us … then PLAY TO OUR STRENGTHS. The trap is catering to the MASSES … and letting them water down what we do. The escape is letting the consumers that count be part of the conversation and spice up what we do. Lando Calrissian would be proud.

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Diary of a Bad Reputation

Posted by Bob | Posted in Uncategorized | Posted on 03-06-2010

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This year my family is moving out past the “exurbs” to a true New England small town.  Too small to offer a choice in cable TV providers (yet) … although one always can choose satellite TV.

The only cable option is a national company – universally known for terrible service.

I know first hand from a previous marketing relationship with them in another state.  It was impossible to start a dialog with their customers due to an almost hostile relationship.

The company told us they had fixed the issues – and that is why we landed the marketing contract.

Now I will get to see on my own.  What follows is a diary of my interaction with this company as my cable/internet/phone provider in my new residence.

This piece will be updated with new information as it happens … but not be re-posted as new.  I will Tweet when updates are added:

  • MAY 26: I called the regional office to ask about specials for new service.  They had several – including one bundle at a very reasonable price that included a substantial gift card to a national store chain as long as I signed a 2 year commitment.  I agreed.  We chose a date for installation (June 18) and they gave me a 2 hour window when the tech would show up.  Then the rep transferred me to a 3rd party verification service (basically a computerized voice reading me the terms … and recording me saying “yes” afterwards).  I finished and the automated voice thanked me and said it was okay to hang-up.  I wrote down the terms and price quoted.
  • JUNE 2:  I got an automated call asking me to call the main office to fix an issue with my order.  When I called, the live person said I had not completed the 3rd party verification.  I had – and was even told so by the computerized voice.  But okay … I can do it again.  She put me on hold for 2 minutes and 15 seconds (yes, I’m timing because of my diary) then the same automated voice as last time took me through the points.  I said “yes” to all and was again thanked and told I could hang-up.  Time of automated call:  1 minute 55 seconds.
  • JUNE 15:  I just learned that my possessions will arrive a day late in Massachusetts (I should be blogging about moving companies … except nobody expects to have  a good experience with them!)  .  I needed to call and reschedule my install so I have a TV, computer and phone to test.  Talked with a friendly customer service rep:  He made the change and cancelled my former appointment.  The rep gave me the day and time I requested – I am reschedule for Monday June 21 between 1 and 3pm.  The agent assured me the former appointment was cancelled, and the new one was all set.
  • JUNE 17: I got an automated call from the company confirming the appointment tomorrow … except I had cancelled.  I followed the instructions on the call – pressing “3″ to cancel the appointment.  An hour later I got the same call … asking to confirm the appointment tomorrow.  Again, I pressed “3″ to cancel and this time it said I would be directed to an agent.  That never happened as the connection was lost.  I sure hope some poor tech guy doesn’t drive all the way down from Worcester for nothing.
  • JUNE 18: I guess they got my message … nobody showed up.
  • JUNE 20: I got an automated message confirming my appointment tomorrow.  I acknowledged by pressing 1.
  • JUNE 21: I got an automated call in the morning giving me a one hour window in which the technician would be at our home.  He showed up within that hour, was very helpful and even ran an extra line out onto the porch so we could watch ballgames out there in the evening.  I was hesitant about drilling through our hard-wood floors to have the internet run into the study (that’s what I call a small entryway).  He asked if we were going to go wireless and I said yes for the laptops – but could not on the desktop as it wasn’t WI-FI compatible.  No problem he says … he had a WI-FI adapter that he ran into a USB port.  He exceeded my expectations that day.

This was unique for me to experience a product that my company had a difficult time marketing a few years ago.

This brand’s name meant CRAP to people looking for cable TV and my firm’s problem was that our client refused to believe it – saying they had changed.

They may have changed (we didn’t know) … but reputation is a hard thing to change.

Especially with pages and pages of complaints – all archived in the 140 Character World.

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