Creative marketing

Haideti sa analizam urmatoarea poveste ce a facut inconjurul Internetului:

“I Heart Zappos

I really do.

One bright, extraordinary note in all of the sad stuff of the last few weeks – in May we had ordered several pairs of shoes from Zappos for my mom. She’d lost a lot of weight, and her old shoes were all too big. She had a whole new wardrobe of clothes in pretty colors, that fit, so I wanted her to have some pretty shoes that fit, too, when I took her up to Oregon to stay where her sister is. Out of seven pairs, only two fit. Not bad considering she’d never been this thin, so I was winging it, and the return shipping is free.

The rest were here waiting to be returned. Because of various circumstances – lost label, my mom being hospitalized and me being away, the shoes were never sent back. There’s a time limit on the return of 15 days. Remember this. When you do a return to them, they pay the shipping, but you have to get the shoes to UPS yourself. Remember this, also.

When I came home this last time, I had an email from Zappos asking about the shoes, since they hadn’t received them. I was just back and not ready to deal with that, so I replied that my mom had died but that I’d send the shoes as soon as I could. They emailed back that they had arranged with UPS to pick up the shoes, so I wouldn’t have to take the time to do it myself. I was so touched. That’s going against corporate policy.

Yesterday, when I came home from town, a florist delivery man was just leaving. It was a beautiful arrangement in a basket with white lilies and roses and carnations. Big and lush and fragrant. I opened the card, and it was from Zappos. I burst into tears. I’m a sucker for kindness, and if that isn’t one of the nicest things I’ve ever had happen to me, I don’t know what is. So…

IF YOU BUY SHOES ONLINE, GET THEM FROM ZAPPOS.

With hearts like theirs, you know they’re good to do business with.”

Este una dintre cele mai emotionante povesti din lumea “marketingului din gura in gura”. Si e des preluata de alte siteuri pe net. M-as incumeta sa zic ca e o poveste foarte eficienta, pentru car evad trei scenarii:

1.  Avem o companie (Zappos) in care lucreaza oameni adevarati, carora le pasa de cei din jurul lor. Atunci, orice-ar face, daca si produsele sunt bune vor fi condamnati la succes. Oamenii vor reactiona la aceste virtuti. Rar, emotionant, laudabil.

2. Avem o companie unde cineva a impus niste reguli destepte la serviciul de suport. Niste angajati proactivi si un marketer destept au transformat un gest de compasiune intr-un viral de mare succes. Doar iti trebuie bani sa cumperi flori si sa platesti UPS, nu? Bani, deci aprobari, deci calcul si o decizie. Rar, calculat, laudabil.

3. Avem un marketer destept care pune un prieten sa publice pe internet o poveste inventata. Se pun laolalta drama, un gest frumos si un indemn minunat de final. Cititi cu atentie ultimele doua propozitii. Mda, si mie mi se pare ciudat. Deci poate fi un caz de campanie de marketing cu premeditare. Nu foarte rar, calculat, diavolesc.

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Cuvinte cheie: campanie, marketing, word of mouth, zappos