I heard the ad, I'm in the market, but will I buy?

Within the past 24 hours I have actually responded to 3 separate ads! I heard Rush Limbaugh endorsing Lumber Liquidators, and since I'm in the market for hardwood floors, I checked out their Web site. Next, I heard a quick spot for a local software company that does database design, and since I'm in the market for database services, I went the Web site, found the owner's E mail and dropped him a line. Finally, I saw a sign on the side of a Culligan water truck that read "we deliver salt too". Cool. I currently take Hinkley water, but they've never offered to deliver salt for my water softener. That's a pain in the neck job and I'd gladly switch water companies and add that service at the same time.

Why am I writing this? First of all, I surprised even myself by my receptivity to these ads. I can't remember when was the last time I heard or saw an ad and responded. I suppose that says a lot for timing. I happened to be in the market for two of these things, and the third was nagging sore spot with no known cure until I saw the sign on the truck. I had done a lot of personal networking and searching on-line for local database companies but had not found one that stood out. I had heard of Lumber Liquidators , and even seen their site, but the Rush endorsement got me to take another look.

The problem for me, as a customer, is that buying from these companies is not easy. Why can't anyone take me by the hand and show me how to buy from them? My conversation with the database company was unremarkable. The guy I spoke with was nice, and probably knows what he is doing, but he didn't teach me anything or lead me toward a purchase. Lumber Liquidators' Web site has lots of nice photos, but again I'm a little lost wandering around the site, and the store is a long way from my house. Plus, my experience with such showrooms has not been great. The people working there are used to dealing with contractors who know what they're looking for. I need help to know what questions to ask.

I haven't called the water company yet, and maybe I never will. They offer a service I would like to have, but it's not a life or death necessity. Still, every house in my neighborhood needs salt for their water softeners. Why is this the first time I've heard of any company that provides this service? And if Culligan can offer it then why isn't Hinkley offering it? In fact, I've often wondered why Hinkley, which has dropped off water at my house once a month for several years, has never asked me any questions or offered any other services. I mildly resent their lack of effort to add value to our relationship. It reminds me of my favorite scene in Jerry McGuire: near the end when Cuba Gooding and Tom Cruise hug and the camera pans to Cruise's rival agent and another client who asks "why can't we have a relatoinship like that?" At that point it's too late., just as it is for Hinkley. Their brand has become commoditized in my mind. And I'm therefore open to Culligan's offer. In fact, I think I'll call them right now!

Only as strong as your weakest client

If you were the owner of an advertising agency and your clients' businesses were not growing as a result of the ads you created, would you accept their money?

I don't mean to single out ad agencies (OK, maybe I do), but it occured to me the other day that business must serve people. Our products and services must REALLY WORK for the people who pay us money, not just to pad our wallets.

In fact, it seems to me that you're business is only as strong as your weakest customer.

Look down your client list. Who's lives are you changing for the better? And who's lives have not improved despite the money they spend with you?

What does that say about your business?

Tale of two restaurant experiences

I bought bagels the other day at Einstein's and had a good experience! Not only did they give me 13 bagels for the price of 12, they also offered me freezer bags and insisted I take 2 tubs of cream cheese for the price of one! This is a nice touch since fresh bagels only stay fresh for a day, and a tub of their whipped cream cheese really doesn't last for more than 6 bagels. It tells me they're listening to their customers and trying to offer things to help. No skin off their nose, and it left a good taste in my mouth.

Meanwhile, I went to a local sushi restaurant the other night. The place was pretty empty and the hostess lead us to a table near the bar. Nobody was smoking at the bar, but I smelled smoke and asked if we were being seated in the smoking section (I don't want to smell smoke while I eat, or ever for that matter). The hostess simply said, "there is no smoking in this restaurant." So we took our seats, but very quickly we realized that there was smoke and it was coming from the adjace bar / restuarant (under the same ownership) located just around the corner and down the hall. The two joints share one bathroom and the smoke was easily finding its way to our table, into our noses and our lungs. Why didn't the hostess just say "oh, you might be smelling the place next door, would you like to move to another table?" That would have been simple. Instead, her posture made me and my wife feel like we were stupid for even asking. Like somehow we weren't really smelling smoke! Making the customer feel stupid for asking ANYTHING is not the best way to begin a transaction.

Starbucks losing its luster?

For years I've been a huge Starbucks fan. I still love, the coffee, but the brand is beginning to fall from my top shelf. The reasons for the decline are several. Number one, the espresso drinks are inconsistent. It used to be I could count on my Americano tasting great every time. Now I'm finding that it depends on the barista. More and more I've stopped buying espresso drinks, and shifted back to regular drip. The beans are still great, but it's disappointing. Moreover, the new workers seem to be poorly trained. Maybe I'm mistaken, but didn't Starbucks used to send its new folks to coffee school off site? Now they seem to be trained in the stores. It's not a major deal, but it's another chink in the armor. The thing that really gets me is the poor quality of the food. Don't get me wrong. I'm glad they offer pastries and sandwiches. But the baked good are just good, not great as you would expect from Starbucks. Plus, the pre-made (yuck) sandwiches are wrapped in cellophane so tightly that it requires a scissors to extricate my lunch! I wouldn't' be eating this sandwich if I were not over a barrel, and to add insult to injury, Starbucks offers a mediocre product in a bullet proof package. Argh!. What happened to the Starbucks I loved?

Day One and I don't know what to write

Warm ups:

I've been thinking about starting a blog for some time now, but now that I sit down and begin to write, I find myself a bit blocked. So many things to explain. So much history behind my thoughts and feelings. Too much to catch up on today. So I'll just start, and over time I expect the good stuff is bound to find its way out.

So here goes:

A lot of interesting things have happened to me over the past 10 years. I have been born again as a child of Christ. I got married and I now have 3 children and one on the way. I have become a home owner. I have started and sold two business. I have moved from one city to another, and most recently, I have left the entrepreneurial world and taken a full time marketing job.

Meanwhile, I have immersed myself in the world of database marketing and new media. I have read and studied dozens of books. I subscribe to at least 10 different marketing and business magazines. I am a bit obsessed with marketing communications and the burgeoning new media channels that are devloping today.

Through all of this time and activity I have begun to see things. I see problems and I see opportunities. I have thoughts. The most valuable of these thoughts hit me, not when I'm in my ivory tower as I try to figure out ways to get consumers to buy stuff, but rather when I am out in the world playing the role of husband, father, friend, son or customer. The treatment I receive (or don't receive) in these relationships gives me great insight into marketing conundrums.

For example, I have come to the realization that how I feel about a product or service does not matter as much as how that product or service makes me feel about myself. I have realized that what I want more than anything else from the products and services I buy is to matter to the firm that is selling to me. When I spend money I want to be recognized as important, or valuable. I hate to say it, but it's all about my ego!

My dad used to say, "the king quakes before the man with no needs." Truer words were never spoken. Imagine how suddenly the wheels of commerce would grind to a halt if people felt better about themselves. If people didn't have deep seeded inferiority complexes or if people were not caught up in improving their images. 90% of the products on sale today would become obsolete. We don't NEED any of this stuff!

Alas, I can't feed my family as a philosopher, so I make my way as a marketer despite my cynicism. Like a magician's assistant, I realize the art of deception can be entertaining, and lucrative, but it hides the truth. As long as the magican and the audience agree not to dig too deep, the deception is allowed to continue. I'd rather see the truth come to light. What keeps me going in my line of work is the hope that the truth will indeed set us free. As a customer I want the truth. I want to know what your product or service can do for me and what it cannot do. I want the freedom to choose without penalty. I want to be delighted by a product or service, not trapped by a contract.

As a student of marketing theory, I know what the experts say good marketers should do. As a database and direct marketing guy, I know the level of personal service that is theoretically possible. As a Christian, I know the value God places on every life. And as a family man, I see that when I give love abundantly, it is returned to me in greater amounts than I could ever hope for. As a customer, however, I rarely see enlightened customer service put into action.

I believe that business will improve if we pay more attention to people. So when good stuff happens to me as a customer, I want to celebrate it. I also believe that I am trapped in bad business relationships. So when I am disappointed by bad service, I want to do something about it.

I hope this blog will become the place where nuggets of insight (both praise and complaints) crystalize and fall out of my study of marketing theory. As I record my life as a customer, I hope that is will inspire others to join in a conversation. And if our voices get loud enough, perhaps the cell phone, auto, insurance, utilitiy, packaged goods and other companies in our lives will finally listen and show us that we matter!