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No Means No
I Don’t Want Your Email - Really! |
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 I had just finished a little online shopping with a large “brick & mortar” store when I received an email confirmation then another email - subject: Email Unsubscribe Confirmation.
Hmm….
I had indicated that I wasn't interested in receiving the company's promotional material during the checkout process. Evidently this company has a hard time taking no for an answer. Here’s what they had to say:
While registering as a shopper with ouronlinestore.com, you chose not to receive our promotional Email. This is being sent to confirm that walterk@tds.net will not receive Email from wejustdontgetit.com.
The decision to receive Email is personal and can be influenced for a variety of reasons. In an attempt to better understand and respond to our customers, we would appreciate it if you would answer a short survey on this topic.
Now granted it would probably have taken less time to answer the survey than write this article, but frankly I don’t want to open the door to any additional communication from the company. Once they’ve confirmed my order and shipment the transaction is more or less complete. No long goodbyes, false promises of future purchases and no email – please.
Opting out shouldn’t require any explanation, so don’t ask for it in an email 5 minutes after someone tells you no and ruin an otherwise decent customer experience.
 Read About Walter Koschnitzke
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Name That Tune
Too Cool If They Get It To Work |
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The moment I heard about midomi.com I was hooked. It's a new website for s"ong title challenged" individuals. Click a button, hum or sing a few bars and in about 10 seconds up pops a list of songs that sound similar to your rendition.
The program is still in a beta version so naturally there are going to be a few bugs to work out. That being said, my first foray in the computerized world of name that tune was quite entertaining if not successful.
Granted I can’t carry a tune in a bushel basket so I tried three tunes, "The 1812 Overture," "Summer In The City" and "Layla." Midomi struck out. Could be the database is far from complete at this time, could be my singing worse than I imagine, but my songs weren’t listed. However I did get lists of some interesting alternatives. Besides Midomi isn’t any worse than friends and associates who can’t identify a tune to save their life.
Read the article here.
Read About Walter Koschnitzke
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Fast, Easy (And Free) Teleconferencing
What A Great Country |
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 If you’ve ever lost a caller, or wasted time trying to figure out how to make a conference call on your business or cellular phone you may want to try a totally free service from FreeConference.com. There’s no registration, no fees and the connection is much better than anything I’ve heard using office phone systems. Did I mention that it’s free?
It took more time to notify the other participants than it did to set up the conference. I logged on, picked a regional access phone number, created a password that I shared with the other participants then called the access number at the appointed time. I was that easy.
FreeConference.com also offers a paid reservation based teleconference option but if you need something operationally simple try it out.
Read About Walter Koschnitzke
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The Next Big Thing?
What Radio Broadcasters Should Worry About |
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 There’s been a lot of talk in the radio industry about the impact (or lack thereof) satellite radio and iPods have had on local radio listenership. There is a much bigger threat just around the corner. Imagine a radio capable of tuning in thousands of Internet radio stations without a computer and a $50 price point. Goodnight and good luck! Couple this technology with regional wireless broadband access and you have the world in your car.
Read the press release.
Read About Walter Koschnitzke
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The Power Of A Sample
Beyond Advertising |
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 Since its introduction at the beginning of the year I’ve seen dozens of ads for the Gillette Fusion razor. I’ve walked past dozens of retail end caps featuring the gaudy orange packaging. I’ve heard the claims of getting a close shave, but I’ve heard that before, and quite frankly I get a darn good shave from my old razor.
Two weeks ago a Gillette Fusion razor arrived in my mailbox addressed to the former owner of my home. I’ve owned the home for about 10 years so I figured finders keepers. What a find! Gillette’s free trial got me to do what over 11 months of advertising hadn’t - try a Fusion. Like most people, I’m more than a bit skeptical about advertising hype. I wasn’t prepared to shell out twelve dollars to see if five blades give a significantly better shave than the three in my old Gillette Mach 3. In fact they do and I’ll be buying Gillette Fusion blades from now on.
Over the years I’ve seen more than a few business owners gasp and turn an interesting shade of grey when I’ve suggested offering no obligation free samples. Do the math. Let’s assume that Gillette spent $6.00 to get a Fusion in my hand. How much advertising does $6.00 buy these days? How many $24.00 packs of replacement blades at will it take to recoup their initial investment?
What “No Risk” opportunities could you provide your prospects? 100% money back guarantees won’t to move the needle if a consumer doesn’t have a strong desire or need to replace his or her current product. A business I know goes beyond “no hassle returns” by offering a no risk furniture trial. They deliver and set up the furniture in your home to try out. If you like it, they charge you for it. If not, they take it back with no hard feelings. Before you break into a cold sweat, I’m happy to report that they haven’t had to take back much furniture.
If you have something you’re convinced people will love if they’d only try it – give it to them and see what happens. At worst you’ll be appreciated for the gift. On the other hand you might just find a bunch of new customers.
Read About Walter Koschnitzke
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Creating An Avalanche Of Shopper Loyalty
Consumer-Generated Reviews |
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 My little snow thrower won’t throw wet snow, especially the 8 inches from the blizzard (The Big One Of Twelve One). My first step in the purchase cycle was to “Google” snow blowers in order to see what other people had to say about various manufacturers and models. You might be surprised how many people use customer generated reviews in making purchase decisions.
According to a Jupiter Research study released in August, seventy-seven percent of online shoppers depend on consumer-generated product reviews and ratings, and shoppers who find them useful are more loyal to stores that feature reviews and ratings.
Jupiter also found that online shoppers who use consumer generated product ratings and reviews spend more money than average online buyers. They are more loyal to stores featuring reviews and ratings; they buy more often and return products less frequently.
Read About Walter Koschnitzke
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Are Your Ears Burning?
What People Talk About |
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 According to new market research published in the New York Times, Americans are continually mentioning brands in everyday conversations.
A typical example cited in the story was a 29 year-old grad student who mentioned 17 brands in 21 conversations in the course of 1 day.
The article lists the average number of times consumers mention a specific brand in various categories each week. Media and entertainment (primarily movies and television) are mentioned 8.6 times per week, food and dining 7.5 times, travel services 6.6 times shopping and retail 6.5 and automotive brands are mentioned 5.6 times per week.
While you probably don’t have the time to keep track yourself, ask a family member or friend to keep track of their conversations for a few days it wouldn’t take long to confirm the results of the18,000 consumer diaries used for the study.
In the meantime, remember that every customer contact becomes fodder for the word-of-mouth gristmill. Make sure your employees understand this and keep it in mind every time a customer calls, writes or walks in the door. While you can’t control what someone says about your business, you have nearly total control of how you do business and treat your customers.
Read About Walter Koschnitzke
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What Would You Do With 158 Million Seconds?
Musings From A Yellow Wood |
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I received an email from a very good friend, who finds herself in the (enviable?) position of having a six-month career break. With permission, here's her message:
 I have a cash severance and 158 million seconds to fill.
Will I willy them away? Will I accomplish something spectacular? Will I visit my mother?
What did I wish I had time to do when I was working 60+ hours per week for people who didn't care about me, but paid very well?
I wished that I had more time to spend with my girls – doing girl stuff, not whining at them to pick up their rooms.
I wished that I had been working on my master's degree – or get a degree in psychology – or learning Spanish.
I wished that I hadn't been too tired too many nights and spent a few more magical moments with my husband.
I wished that my house were not so cluttered
I wished that I had reached out to more of the intelligentsia in our industry – picked their brains and made new friends.
I wished that I were writing a book
I wished that I had more time to read
I wished that I exercised more and got into "she can't really be 44" shape
I wished that I had more time to volunteer at the girls' school and take them to lunch once in awhile
I wished that I spent more time strategizing and less time responding
I wished that I spent more time in front of clients
I never wished to spend more time alone in the house
I never wished that I didn't have to work
I never wished that my laundry was ironed
I never wished that I could spend more time on spreadsheets or on E Mail
I have 158 million seconds. What a gift.
My God, what a gift.
You and I along with my friend will spend the next 158 million seconds doing something. When everything is said and done will we have spent six months doing the things we thought we "had to do" or the things we "wanted to do?" Let me know what you decide.
Read About Walter Koschnitzke
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Do Your Ads Say What You Think They're Saying?
A somewhat confusing campaign from Honda |
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 A new ad for the Honda Civic baffles me (watch it here). The ad grabbed my attention and I found myself thinking, "nice car." At that exact moment, the announcer (Kevin Spacey) says – "The Honda Civic, reverse your thinking."
Just hold your horsepower, Hoss. The American Heritage® Dictionary of the English Language defines reverse, "to turn around to the opposite direction; to revoke or annul a decision; to change to the opposite view." If I reverse my thinking, I'm forced to conclude that the Honda Civic isn't a nice car.
In 2006, Civic used the slogan, "Civic, it will reverse your thinking." I can buy that. But by dropping the pronoun and verb, Honda conveys an entirely different meaning. The slogans are close but as we all know, close only counts with horseshoes and hand grenades. Keep that in mind when writing ads for your business. Make sure your words convey exactly what you want to say.
Read About Walter Koschnitzke
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Next Page
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An article from Ad Age Digital (