Perception Analyzer Dial.Log

Disney Photo Collages

As part of an upcoming celebration at the Disneyland® Resort, people are being asked to submit photos from their visits to the parks which, if chosen, will be included in a series of photo collages. Though it may seem silly to some, I sent in photos from our first visit with our son earlier this year.  Anyone who has even taken a kid to a Disney park knows what it's like to see it through their eyes.  Being part of this photo project would be pretty cool.

From a business standpoint, this has gotten me thinking about how to make my customers feel like they are part of something.  I'll be chewing on that during the holidays.

Soft Sell

The January 2005 issue of Fast Company magazine has a great article entitled "The Soft Cell" (pp 72-73, not available online) which profiles CDW's success through relationship selling.  CDW positions itself as a partner, not merely a vendor.  They are there more to solve problems than sell products.  By solving its customer's problems, CDW will therefore sell products.  This is an important distinction over the opposite (and in my experience, more common) way of thinking that by selling products your customer need you will solve their problems.  The article also lists CDW's keys to lasting relationships which I will summarize and paraphrase here: 

1. Keep track of every call with every customer and rank your different contacts within a company by their power and influence.
 
2. Rather than trying to sell your customers something they don't need, try asking, "What can I do to make your job easier?"
 
3. Be sure your customers know when you are in the office, when you are out and how to best reach you.
 
4. If you don't know the answer to a question, just say so honestly and get the answer.  No one can be expected to know everything and there is no need to try and fudge your way through something you don't know.  Just be honest and make it your mission to get the right answer quickly.
 
5. Take cues from your customers.  If they share something personal (like a love of a particular sport or city), reciprocate with something appropriately personal in return.  As CDW's founder Micheal Krasny likes to say, "People do business with people they like."

Looking at this another way, I have trained myself to more focus with customers on the non-quantifiable rather than the quantifiable. By that I mean, talk more about why they are interested in something I have to sell and how that product/service will help them and less on how much they want, when they need it and what it will cost.  The more you understand about your customer's motivations, fears and desires, the better you can help craft solutions that are right for them. Then you can focus on the right product/service on the right time line and at the right price.

Nature Favors the Extremes

As a follow-up to my Q&A with Laura Ries a couple of months ago I recently asked for her thoughts on a particular case of a company going to the extreme - Hardee's and its Monster Thickburger with 1420 calories and 107 grams of fat.  Here is what she had to say:

"I do believe that Hardee’s new burger is an example of the principle that nature favors the extremes. People either want to indulge in high-calorie, tasty food. Or restrict themselves with diet and lower calorie items. Items in the mushy middle are in trouble. Note the failure of C2 and Pepsi Edge, Coke and Pepsi’s mid-calorie line of drinks.

People shop the same way. High-end luxury stores like Neiman Marcus are doing well. And low-end stores like Dollar stores are doing well. The ones in the middle like Macy’s are in trouble."

Thanks for the insight, Laura.

Videogame Ad Measurement

Nielsen Entertainment Group to begin providing videogame measurement and ratings in 2005.

via [Adverblog]

More TV's

According to a Nielsen Media Research survey published in The New York Times, 23% of U.S. households (25 million) now have four or more televisions (up from 19% last year).  On the other end of the scale is 23 million households with only one.

I have three.  How many do you have?

via [Lost Remote]

Top 1000 Things You Need To Know

Seth Godin has started a list of the 1000 things everyone should start learning as of third grade.  An interesting exercise to which I'll add my two-cents:

• How to make an effective argument.
• How to negotiate.
• How to physically defend oneself.
• The value and power of kindness.
• How to write basic HTML.
• How to play at least one musical instrument.
• The importance of social and cultural sensitivity.
• How to make conversation.
• How to be chivalrous.
• How to wrap a gift.
• How to iron (and fold) a shirt. 
• The art of a handwritten letter.
   

One Million Dollars (plus shipping)

I hesitate to post this because I really don't want to give this stunt any more publicity, but I just have to say something...this guy is auctioning off a pair of his used sneakers for $1,000,000 and will only cover shipping if the buyer is in the United States?!?  An international buyer will have to pay $28-$38 for shipping.  So, if I'm in France and willing to pay $1,000,000 to buy the shoes of this guy's stinkin' feet, he won't even spring for the $38 to get them to me?  Dude, what's up with that?

via [Adrants]

Honda Tries to Hook Kids

As a means of marketing its new family vehicle, the FR-V, Honda has created a marketing brochure for kids that is available alongside regular brochures in UK dealerships. The piece, catering on reverse sides to 4-7 year-olds and 8-10 year-olds, includes games, puzzles and interesting facts about the vehicle (like how long one takes to build, how many pats go into it, etc.).  The idea is to keep kids occupied (and well informed) while parents are taking a test drive.  Hmmm...

via [Agenda Inc.]

TiVo Wants to Stop Generic Use of Name

TiVo is aggressively trying to stop the use of its trademarked name as a generic term, especially as a verb, as in, "I TiVoed my favorite show last night" or, "I'm going to TiVo that tonight."  As quoted by a TiVo spokesperson in The New York Times...

"'We do aggressively protect our trademark,' (the spokesperson said), adding that with competing digital video recorders entering the market, TiVo wants to keep its name from going the way of Xerox or Kleenex."

I am the first one to advocate the proper use of a company's intellectual property, especially its name.  In fact, I recently underwent a year-long battle to re-secure the registered trademarked rights to my company's primary product after it was mistakenly allowed to lapse (don't ask!).  However, I believe most companies would kill to have its product's name used as a generic in its space.  Do Kleenex and Xerox not benefit from having their names used in place of their competitor's?  Am I not more apt to grab a box of Kleenex off the shelf because my wife tells me need Kleenex, when what we really need is facial tissue?  I would think that as the market for digital (or personal) video recorders becomes much more competitive, TiVo would welcome its name being used as a adjective (i.e. TiVo-like) or verb. It means people are saying TiVo and not something else.  Rather than fight it, I say embrace it and even promote it.

Anyone agree/disagree?

via [Lost Remote]

15,073,280 16,777,216

With clearly too much time on my hands this morning, I found myself wondering how many cells one could have in an Excel spreadsheet. Turns out (unless I'm mistaken, which is totally possible, but I doubt it) the answer is 15,073,280.  I was able to scroll down to row 65,536 and over to column IV (first you have A-Z, then AA, AB, AC, etc. until you get to column IV, then it just stops).  A to IV = 230 x 65,536 = 15,073,280.  Not exactly rocket science nor nearly as exciting as discovering, say, that the earth is round, but it's something.  Maybe it will come up in Trivial Pursuit sometime.  Then again, probably not.

UPDATE: As Mark at AutomaticExcel correctly points out, the correct number is actually 16,777,216.  When calculating A to IV, I forgot about the A to Z before starting at AA (even though I reference it above, I mistakenly didn't use it in the calculation).  So, A to IV is actually 256 columns x 65,536 rows = 16,777,216 cells.  Thanks, Mark!

Shhh!

First we were given hard data on why public cell phone conversations are so annoying and now we can finally do something about it.  Coudal Partners, a design, advertising and interactive firm, brings us SHHH! - Society for Handheld Hushing and these handy-dandy cards to give out when people just won't stop yapping.  Some examples...

click images to enlarge                        Download PDF of all cards

via [Engadget]

Top U.S. Concert Tours of 2004

Am I the only one who finds this year's list of the top 20 U.S. concert tours so fascinating?  Number one is Phil Collins...PHIL COLLINS! Followed by Sting, Bette Midler, Metallica, Barry Manilow and the list goes on. Metallica is sandwiched between Bette Midler and Barry Manilow. That's very humorous to me.  Bette Midler's average ticket price was $99.62.  The Beastie Boys' (#11) average ticket price was $38.22 while Yanni's (#12) was $67.92.  No way people are spending nearly double to see Yanni over the Beastie Boys!  Did Yanni ever have a hit album entitled "Hello Nasty"?  I think not.

Oh, That's Helpful

If you were schizophrenic, would this billboard help you?  What would you read first, the plethora of horizontal text or the oh so helpful vertical text?  What does that fine print in the middle say?  Which phone number would you call?  What's with the lava flow or whatever that is?  Perhaps instead of the tag line "Have Your Been Diagnosed With Schizophrenia?" it should read "Want To Become Schizophrenic?  Read On."

via [Brand Autopsy]

Otis Research Tower

Ever wonder how elevators get tested?  Me neither. Then I learned of the Otis Research Center in Bristol, CT, where Otis Elevator Company uses a 29-story tower to test every aspect of an elevator's performance as well as simulate all kinds of snarky problems like lightening strikes, blackouts/brownouts, bumpy transportation to an installation site and salty-air coastal environments that could cause corrosion.

From what I'm told by a co-worker in Bristol doing a project for ESPN, you can see this tower from everywhere because the town has a building height limit and this thing towers (pun intended) over everything.  While I'm sure the ESPN tour was cool, I sure would like to check out the inside of this place.

Now, click here for a cheesy elevator joke and my apologies in advance if you are Amish (which is unlikely since you wouldn't be using a computer unless you were on some craze new reality show...wait...oh yeah...never mind)...

Best and Worst Airports 2004

J.D. Power & Associates has just released results from its annual Global Airport Satisfaction Index Study. Of large airports (30 million+ passengers/year), Hong Kong ranked best while JFK ranked worst.  My hometown airport in Portland (PDX) ranked 4/35 for medium-size airports (10 million to less than 30 million passengers/year).  Way to go PDX!

What I also find fascinating, and I think about this every time I go to the airport, is that according to the study 59% of passengers still check-in at the main ticket counter even though it takes longer (avg. 19 min.) than checking-in via kiosks or curbside.  Kiosks are used by 18% of passengers at an average of eight minutes and curbside is used by 10% of passengers at an average of 13 minutes.  I'm actually surprised kiosks were found to be faster than curbside as my experience is the opposite.  I find people are still confused by kiosks even though they really couldn't be easier.  First, people seem afraid to approach an empty kiosk, then when they finally get up there they stare at the screen as if it were written in another language.  I personally love curbside check-in.  Those skycaps know what they're doing and I'm always in and out fast. Though when not checking bags I have begun enjoying the convenience of checking-in online which the study shows is only being used by 5% of passengers.

Download PDF

via [Right This Way]

Who Do We Trust?

Results have just been released from Gallup's annual survey of what professions people find to be most honest and ethical.  Interesting stats.

via [FC Now]

Saw It On TV...Gotta' Have It

NBC is reportedly going to begin selling products featured in product placements as well as star's wardrobe and accessories featured in NBC Universal shows.  I also read the other day, though I can't remember where, that companies featured in tasks on The Apprentice are paying up to $2 million to be part of the show and have some creative input into the tasks.

With the effectiveness of traditional 30-second ads being called into question more and more these days, it's fascinating to see all these alternative forms of promotion take shape.

via [Agenda Inc.]

Momovies

First, one-minute "mobisodes" were created based on the television show 24 to be delivered exclusively to mobile phones and now a full-length feature film is actually being premiered that way - one day before the film is released in theaters.  The mobile content train just keeps a rollin'.

via [URBANintelligence]

Top 25 of 2004?

Just realized that I linked to 25 posts in my Top 24 of 2004 list.  To be honest, I compiled that list at midnight at could swear I only counted 24.  Maybe the blog fairy (there is one, right?) added one after I was finished or maybe it's like when you buy a dozen doughnuts and get one free (in which case, for 24 posts there should be two free, but never mind that).  Or maybe, just maybe, I miscounted, but I'm sticking with the blog fairy idea as that seems most likely.

Top 24 of 2004

In honor of the year that was, I am participating in the Top 24 of 2004 being compiled by Todd at a penny for...  While the following posts are in no particular order, reading them will give you a pretty good idea of what Perception Analyzer Dial.Log has been about this past year.  Thanks to all my weblog readers, clients and new friends I've made in 2004.

Media Multitasking

Boomer Women Have the Money and Power

Reviving Old Brands

Advertising Agency and Consumer Disconnect?

Free Market Research

Blockbuster Doesn't Get It

Word of the Day: Advergaming

McWow!

Advertising Via Text Messaging

Big Business and the Customer Experience

Inspired

Change is Good

Advertising: Reinvented

The Color of Branding

Fastest-growing Ad Medium: Cinema

Media Multitasking (III)

Micromarketing

If This Is How They Treat Their Best Customers...

Impact of DVR's on TV Advertising

Out of Pocket

Attention Hotel Towel Thieves

More on Customization

New Ad Recall Stats for DVR Fast Forwarding

Blog Jam

I Want My TV

People Want Better Meat

Results of a new survey by Harris Interactive for The Boston Consulting Group show what categories of products people are willing to pay more for (i.e. trade up) and to pay less for (i.e. trade down).  What distracts me from the rest of the data is that the second thing people choose to trade up most often is meat - MEAT!  Perhaps it's just that I am always amused by the word "meat."  Don't know why - just think it's a funny word. Anyway, here are the top 10 trade up and trade down items with the percent of respondents who chose them:

Top 10 Trading Up Categories  

1. Personal computers: 52.1%
2. Meat: 51.3%
3. My home or apartment itself: 50.7%
4. Furniture: 49.4%
5. Sit-down restaurants: 48.1%
6. Cars: 48.0%
7. Bedding: 47.6%
8. Kitchen appliances: 46.7%
9. Home entertainment products: 46.6%
10. Travel/Vacations: 46.3%

Top 10 Trading Down Categories  

1. Canned foods: 50.0%
2. Dry goods: 46.6%
3. Snack foods: 46.4%
4. Household cleaners: 46.0%
5. Paper products: 46.0%
6. Fast-service restaurants: 45.7%
7. Accessories: 45.0
8. Soft drinks: 44.8%
9. Bottled water: 43.6%
10. OTC health remedies: 43.1%

via [re:invention]

ESPN Going Mobile

In partnership with Sprint, ESPN will being offering specialized mobile phones and service in 2005.  For now, special features are said to include an easily identifiable ESPN phone, sports scores and video clips delivered to the phone.  Adfreak hypothesizes on some other feature ideas and what other network's offerings might look like. 

So, here's a question - what TV character would you most like to have as your mobile voicemail greeting?  Leave a comment and share.  I would have to go with Dennis Franz as Andy Sipowicz from NYPD Blue.  Hey, if Target can get celebs to wake you up in the morning, why not record voicemail greetings too?

Time to Make the...um...Coffee???

Fast Company has published a very interesting web-only article entitled "It's Not About the Donuts" that looks at Dunkin' Donuts' current strategy to go after part of Starbucks' share of the coffee and espresso beverage market.

Knowing it can't win on customer experience, Dunkin' is going after Starbucks on speed and price by getting customers in and out faster with up to 40% lower prices for drinks made from their award winning beans.  Did you know, according to the article, that 57% of Dunkin' Donuts' sales come from beverages, not doughnuts (or other food items)?  How about the fact that Dunkin' sells 16% (2.8 million cups) of all coffee sold by the cup in the U.S.?  With 700-100 new Dunkin' locations opening each year, it could get interesting.