I havent written in a while. No excuses. Now is as good a time as any to start again.
A friend and I have a running debate about how luxury doesnt translate well over the internet. A luxury brand’s retail store, if set up properly, is an experience. The design, music, service, etc are all meant to reinforce/promote the brand’s image. Over the web, however, there is little that a brand can do with its website to give this same feel. Good UI, easily findable items and the like are good business practices for all companies, not just luxury brands.
I keep thinking that the only way a brand can distinguish itself online is by using the web as a tool to provide better service. I’ve had different ideas on how this can be done and today’s idea revolves around Twitter.
Reach out to your best customers and find out if they are using twitter. If they are, follow them. Be selective. Following your best customers allows them to send you direct messages. Encourage them to do so. Encourage them to ask question and give feedback. Listen and respond back with a direct message. Provide the ultimate customer service. 24/7 access to the brand that is exclusive and private.
I think that good customer service always wins. So seperate youself from the pack by using the web as a tool to provide the best customer service possible.
Seth Godin is offering a 6 month apprenticeship for a few lucky candidates. If you don’t know much about Seth, I strongly encourage you to read his blog. Seth is a marketing genius, modern day philosopher and a successful businessman. This is a once-in-a-lifetime opportunity for anyone that gets into the program. I am applying for the position and think that you should to.
If you end up applying, please shoot me an email.
Today my mailbox was taken over by no less than 5 catalogs. I have opted out of some of these catalogs already using catalogchoice.org. these companies are insistent on reaching Alana and I, not realizing that they creating an ever increasing negative image in our minds. foolish.
To date, I have tried opting out of 34 catalogs with catalogchoice.org. 15 have confirmed (although some still send), 16 are unconfirmed and 3 catalogs wont participate in the opt out process.
These are the ones that received today…..
Home Decorators Collection - According to catalogchoice, they have already told the merchant that I dont want this catalog. Merchant refuses to listen.
Gorsuch - According to catalogchoice, they have already told the merchant that I dont want this catalog. Merchant refuses to listen
Art.com - According to catalogchoice, the merchant confirmed with them that Alana will no longer get this catalog. A new one came today. Unreal.
Home Decorators Collection - According to catalogchoice, they have already told the merchant that I dont want this catalog. Merchant refuses to listen
Travelsmith - According to catalogchoice, they have already told the merchant that I dont want this catalog. Merchant refuses to listen
Wintersilks - First time opt out
Just use twitter search to see how many people are saying that they got the kindle because Oprah endorsed it. It’s unreal.
BTW - twitter search is a great tool to see if people are talking about your brand/product/startup/etc
According to Google Trends, the hottest search term right now is “vice presidential debate time”
Guess which of our candidates is bidding on this term?
Neither (shocking)
I would bid on this term, create an ad that favors Biden, and send searchers to an Obama/biden webpage that shows the debate times. On that page I would give channel info for CNN or MSNBC only. if I was in McCain’s camp, i would do give Fox news info.
