Tuesday, January 28, 2014
Now I'm mad
Yes, I looked at your email. I even went online and did a little searching. I love that you can shop anytime you want online. But despite the almost daily ads you send me, I still haven't bought anything. But I looked. And today, you sent me a survey. Of what I looked at, looking for feedback. And now I'm mad. Because I don't like to be tracked. Or watched. Or tuned into some algorithm. I get it. But I don't like it. And because you've stepped over the line, the line I drew, I'm blocking you from my email in box. You will no longer be allowed to send me any of your promotions, your specials, or follow up to see what I thought of your products. I won't give out my email in stores anymore. Because this is what happens. And if you're in marketing, you need to watch out. To find that line. Even though it's different for everyone, one thing is for sure: when it's crossed, you can't go back.
Monday, January 27, 2014
Who is this for?
I'm driving downtown last night and I see a billboard for a jeweler. It has a shot of the outside of the building, and larger than life, a photo of Mike Ditka. They're using him as a testimonial.
I found that interesting. Because I know that buying jewelry is an emotional purchase. We don't do it because we need it. We do it because we want it, and because of what it represents. And while I understand that perhaps in this particular store, at this location, that the majority of purchasers might be middle aged men (it was on Wabash in Jeweler's Row) I can't help but thinking of all the woman who would also see this advertising. Not in a million years do I want to go to a store whose biggest draw is a football coach from the 80's. I want to go someplace that sells romance, and beauty, and love. The aspirational idea of what getting a piece of jewelry represents. And that's part of marketing luxury goods. These are emotional purchases, and you want to connect with an emotion. Remember DeBeers campaign A diamond is forever? That's how we like to think of love. Engagement rings. Marriage. Not Mike Ditka. Sorry Coach.
I found that interesting. Because I know that buying jewelry is an emotional purchase. We don't do it because we need it. We do it because we want it, and because of what it represents. And while I understand that perhaps in this particular store, at this location, that the majority of purchasers might be middle aged men (it was on Wabash in Jeweler's Row) I can't help but thinking of all the woman who would also see this advertising. Not in a million years do I want to go to a store whose biggest draw is a football coach from the 80's. I want to go someplace that sells romance, and beauty, and love. The aspirational idea of what getting a piece of jewelry represents. And that's part of marketing luxury goods. These are emotional purchases, and you want to connect with an emotion. Remember DeBeers campaign A diamond is forever? That's how we like to think of love. Engagement rings. Marriage. Not Mike Ditka. Sorry Coach.
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