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When Marketing Gets It Wrong

Do you read Product Reviews before buying a product?

The content of product reviews are increasingly influential for the public, when it comes to future purchasing choices. The opinion of the majority, or, the ‘herd,‘ also known as ‘Group think,’ is seen as paramount, as we discussed in a previous post .

Marketing techniques that target this type of thought and purchasing pattern, could be seen as lazy and fundamentally flawed.

Post-Purchase Screening of Customers

Consumers are more often than not, badgered by, not one, but several automated, emails asking them to give up their free time to:

“Tell us about your purchase,” and follow up if you do not reply to the email with a friendly:

“It’s not too late to tell us your thoughts.

Sometimes it is a text message asking,

How did we do?” in serving you and requesting your idea of a numeric rating.

All this in the name of improving customer service.

Do you like this level of attention after you have purchased a product?

Can you imagined if I badgered my readers like that?

Do you like my blog?

How often do you read the posts?

Do you want a daily update?

Are you sure?

It is not too late to subscribe!

Receiving a 5 star rating in a review might boost product sales more than any media advertisement and costs the company nothing. In short, shoppers are doing the marketing work for the company.

Canvassing Customers can be Risky Business

A product review can cut both ways. Badger a customer for a response and you might get a response, but not the the company likes.

A poor review might damage reputations, especially if it remains published. The veracity of the review itself is always at the mercy of customer competency and subjective biases.

Marketing Fail # 1

For example:

Recently I purchased a kitchen appliance for my new house that intermittently stopped working.

Frustrated, I wrote an online product review with a poor rating, whilst the ‘Moth’, (a.k.a. Man of the House), took it back to the store, asking for a replacement.

The product tested perfectly well in-store, but with an explanation that it was an intermittent fault, as we thought, the store replaced it without hassle.

Back home, the replacement product malfunctioned again!

So. Hmm.

Maybe, just maybe it wasn’t the product, after all, but a faulty power source? After all, ours was a new home, with newly installed power points.

To our horror, the appliance worked without fault in a different power point.

With a guilty feeling in our gut, we had to admit the appliance wasn’t faulty at all. Yet what damage had I done to that product’s reputation with my poor review, in the meantime?

Marketing /Product Review Fail # 2

I purchased a bra online through a popular department store and the automated email follow up I received after store pick up, is seen below.

I was asked to add photos, a video and location information!

In a young lady who purchased intimate apparel, this might be considered intrusive, but can you imagine photos, or video footage, of a 50 something lady, modelling a bra?

Probably not the content the store was after for their site. Aside from the fact they would surely filter out such content, it begs the question what else would, or could, they filter out?

As for the question of location – I can see the rationale to that question, but in the context of a bra purchase, it felt voyeuristic and slightly creepy.

Generic email and privacy filter arguments aside, this exemplifies how this style of marketing fails miserably and just serves to defeat its intended purpose!

Imagine if I had purchased underwear, or God forbid, a sex toy!

Danmark, Travel

Travel Tips and Reviews

Travel Reviews and Tips for Travelling

Are you travelling to any of the following destinations:

  • Australia
  • Austria
  • Denmark
  • Italy
  • Finland
  • Germany
  • Hong Kong
  • Japan
  • New Zealand
  • Norway
  • Poland
  • Singapore
  • Sweden
  • Switzerland

If so take a look at my Travel Tips Page

You can also find other useful information such as:

Packing tips for Travel

Scandinavian – Books for those who wish to travel via words

Marienlyst
Amanda in Denmark

Come back again – I am adding more reviews all the time

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No Dead bodies – Just a True Story of Courage and Love

 Quite unusually, I’ve been reading a book that has no dead bodies contained within its pages.

(See my book review page here for the lists of crime fiction novels I usually read). 

Biographies of interesting people, are also on my book shelf, but the title of this book, given to me by a work colleague, did not give me any clue as to the intensity of the story within.

 

Horse boy is the story of one family’s journey to heal their severely autistic son. Conventional western therapies were yielding little success and their son’s tantrums and neurological trauma appeared to be  increasing, exponentially.  Spurred on by an accidental discovery that Rowan had a special gift with horses, the family embarks on a monumental adventure that takes them to the outer regions of Mongolia. 

Continue reading “No Dead bodies – Just a True Story of Courage and Love”

Book - The cop killer
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Anne Holt: Fear Not (2011)

Oslo fjord

This novel is the fourth in the Norwegian series with Johanne Vik and Adam Stubø as the husband and wife team, with Adam being the ‘gentle giant’ detective and Johanne, his wife who is an ex profiler with a nose for investigative leads.

Very soon in the novel, we are introduced to several different story threads:

Johanne´s vulnerable daughter, Kristiane, gets lost when the family participates in a wedding in Oslo, and if a mysterious stranger had not saved her, she might have been killed in front of the tram.

Bishop Eva Karin Lysgaard is found murdered on Christmas Eve in Bergen. She is a popular person, well known for her struggle to keep the church united despite the question of marriage of homosexuals.

The body of a seventeen-year-old asylum seeker is found in the harbour of Oslo. The young man was a prostitute, and soon after a homosexual woman disappears from a happy relationship.

Marcus Koll, affluent businessman, lives together with his partner Rolf and his son, Little Marcus. Beautiful and safe on the facade, but apparently Marcus fears he will be the next victim.

What do the crimes have in common? Are old family secrets behind all these crimes, or is the common denominator homosexuality? Johanne Vik is engaged in researching hate crime, and via her research she can point out the connection among the seemingly isolated events to the police.

There are many things to like in this series, but it seems to me that Holt has this tendency to involve Johanne and her children every time. Exciting for the characters, and fundamental to the storyline perhaps, but not very credible. But then it is fiction, isn’t it? So why quibble?

I guess that whilst I enjoyed this Anne Holt story, it does lack a little of the intensity I feel when I read the Hanne Wilhemson’s series. Perhaps I feel more for the character of Hanne, for her keen detective sense and her stoic, rigid and sometimes arrogant manner, than I do for Johanne Vik and Adam Stubo who seem to be awfully familiar to another couple in a similar detective series written by a Swedish crime writer.

If you are a Nordic crime fiction fan, you won’t be disappointed, but the bar is getting ever higherin the realms of Mordic crime fiction with many more excellent writers, emerging from the colder regions of the world, each year.

Rating: 7/10

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Something to Ponder About