Adventures in DASM*
* My book “Our Emperors Have No Clothes” had a working title of “Dumb Ass Stupid Management,” which the publisher was too chicken to use.
A firm named JL Powell started sending me expensive, hard copy catalogs out of the blue. I’m assuming they purchased some special lists. Their casual clothing is expensive, e.g., $230 for a pair of deck shoes.
The first time I ordered, I was told one item couldn’t be shipped for two weeks. It finally took three. The second time I ordered, a few days ago, I received an email back several hours later telling me my order was cancelled because the item was no longer available. This from a new catalog I had received that day.
There will be no third time I order. When I sent an email requesting my name be taken off all lists, an actual human being wrote back to tell me she’s happy to do so—no questions about why, or my experiences, or my interests.
Now, this company is spending major bucks on advertising and promotion. I had never heard of them and I am squarely, apparently, in their demographic target. After making the investment, successfully finding me, AND enticing two orders, they are now on my black list, and I’m inaugurating them here into DASM. (By comparison, the general manager of Bergdorf Goodman in New York called me personally this morning about a problem I was having there.)
Marketing has these elements:
1. Identifying value
2. Identifying targets for that value
3. Successfully attracting those targets
4. Converting the attraction in to a purchase
5. Sustaining the purchase into loyalty, repeat business, and referrals
If you stop after point 3, you might as well do what a friend of mine did in the Mirage Casino in Las Vegas: He handed his money to the dealer, but refused the chips the dealer assembled. “Let’s just cut out the middle stuff,” he said, “and you just keep it all.”
© Alan Weiss 2009. All rights reserved.