In every aspect of marketing, a good plan is essential but implementation is what makes all the difference.
Case in point. The upside down condiment bottle has worked pretty well for ketchup and salad dressings. So when we saw that same packaging on Heinz mustard at Harris Teeter, we assumed it would be just as functional. Wrong.
Many months later, when the bottle wasn’t full any longer, a squeeze of the package revealed the major implementation fail. The flex of the ketchup bottle was missing! Try as we might, we could not restore the package to its original shape.
Frustrated, we threw it out, but not before @ShopperAnnie got the photo that proves the devil is always in the details.
This is the first year I’ve used up all my healthcare pre-tax savings account. To be completely transparent, it was gone in August. And now it’s December. And I’m still spending!
I’m spending on healthcare this month like it was all I wanted for Christmas!
One might surmise that I’m not feeling well, or that I have some disease, but that’s not it. I’ve spent most of my money on wellness procedures to get some nagging aches and pains under control. And that worked. (insert smiley face here).
The new view on December spending is frankly this: I’ve met my deductible and can finally tap into my insurance.
Now I get why all the docs are so jammed in December. And I’m glad I had appointments booked in advance.
On my spending list this month is some shoulder therapy, which has helped my golf swing and is also prep work for a January trip that includes white water rafting and zip-line fun in Costa Rica. Today I go to pick out and pay for new glasses, that’s always an expensive treat given I’m now up to three layers of vision in the lenses!
And Monday the hubby and I are both off to the lab to prove to our interinst that our “number” are better and our health efforts have been worth it.
Too bad, Walmart, Target and the mall stores. Too bad Amazon Prime. Our gift budgets are gone. But we’re making the best choices we can, given what our premiums and deductibles will be come January. Taking the long view has changed our December spending, but we are feeling like Santa came early!
Two weeks ago, I ordered an outdoor rug for my back deck from you. I was so pleased to find the selection you offerred, and did a bit of exploring on your site to determine the size and style I wanted. I love that my chosen rug was a good price, the shipping date was very reasonable, and in less than three days the rug was on the deck, under the new table. Imagine how happy I was to have my neighbors over for dinner, collecting compliments on my style of outdoor entertaining.
So, why oh why, Overstock, do you continue to show up in my Facebook feed as a sponsored post with views and ads of all the other rugs I looked at but did not order???
Come on now, you know I bought one of the 5 styles I was looking at. Why do you now haunt (read as annoy) me with the other 4?
This the is most shopper-annoying part of technology.
It makes me want to delete my Overstock.com account. Instead of helping me, you are interrupting my life while I am trying to enjoy what I bought from you already.
Bet you didn’t know I chose @ShopperAnnie as my Twitter handle back in 2009 because there’s a porn star who calls herself Anne Howe. UGH!
Launching a professional consultant identity in the Shopper Marketing/Retail/Consumer Goods space is hard enough. Competing with a nasty little porn star for a good ranking on a Google search for your real name – well that just gave me an incentive to work harder.
That’s why when I chose my company name I added the word Associates – so I could use AHA! as part of my brand. I chose to expand my ShopperAnnie “handle” on my blog.
If I can slog it out on Google search with a porn star, think of what I can do for your business. Persistence pays off in the long run.
I’m not one to bash retailers that compete with Amazon. I say this because it’s really about experience, not price. But retailers believe that for most shoppers, it’s about price, so being a shopper marketing consultant, I play the game.
That said, I’ve installed this app called Invisible Hand, which tells me, when I’m browsing online, where I can find what I’m looking at cheaper. Note the yellow bar at the top of the “screen capture” below.
This morning I get an e-mail from Barnes & Noble about new books. I’m looking at Bobby Deen’s just-released today cookbook. He’s taken his Mams Paula Deen’s recipes and slashed the fat and calories, but not the flavor.
I jump over to Amazon (without clicking on B&N site, sorry) and check out the Kindle version, then the paperback version. Then the yellow bar pops up and tells me I can get this book for $0.01 cheaper at Walmart.com.
As I said, I’n not a retail basher at heart. I truly believe that some algorithm somewhere in cyberland did this to me today.
I want to declare to the technology bot that “A Penny Less is NOT Less.” If the bot tells its human programmer, that’s good. but it probably won’t, because it’s probably not listening to the human reaction I had.
With that behind me, I can now experience the experience Amazon has perfected, the one-click order button. I’ll be testing recipes on Thursday.
I wish my corporate friends in shopper marketing would get out of their silo’s and climb into the soup bowl for once and for all. Come on friends, think about your own real life behavior. You don’t thing and act in marketing silo’s…and neither do your targeted shoppers.
When will marketing people stop thinking the world of quant data is more important versus a world of measuring human engagement and relationship?
We live in the world of soup, blended with incredible flavors. Would you eat soup with only one ingredient? No. Layers of flavor are just like layers of integrated, synchronized communication. Seamless and tasty. And fulfilling to the shopper.
It’s time to talk more about what is real and what is bulls&*t in the marketing services business. I’m standing up in the kitchen with something to say about blended recipes. They work.
What’ s the most visually appealing aspect of travel for you?
For me, it’s an opportunity to be near water whenever I can. And to enjoy the stimulating colors. From the deep olive greens in a creek to the stunning turquoise of the Caribbean, each one is sensuous and has power to mesmerize and to energize.
Watercolors come with built-in feelings that aren’t always reflective of what they can signify. Typically, the calm teal colors of the Caribbean inspire happiness and reduce fear of the vast ocean for me.
But when I look at this photo below, which I snapped on St. Kitt’s island at the point where the Atlantic (left) and Caribbean oceans meet, it morphs into a visual symbol of choices to be made.
It becomes clear to me that the turbulence of an ocean teeming with motion, energy and change is where I’m drawn mentally, even though physically it scares the hell out of me. Time to wade in and trust the tides.
Usually, when I hear that pretty tinkling sound, it’s coming from my neighbor’s wind chimes that sing like the wind in Costa Rica.
Imagine my surprise in hearing the wind chime song from ice breaking up on a big lake on a cold gray windy New Year’s Eve.
The wind blew in from the north, and with temps in the high 20’s, a thin layer of ice on the west shore of Hubbard Lake began to crack and drift apart. I ventured out with my camera.
And while the pictures are cool, what I will always remember is how pretty that sound was on the lakeshore. I’ve never heard anything quite like that from a lake.
Later that evening, the wind was howling and the ice changed to garish crunching and cracking which, despite a full moon, sent me back inside to find the memory of my special winter wind chimes that, to me, were singing Happy New Year!
This year I’m jumping off with something that describes me and what I do very well. I got there because of a neighborly type newsletter Chris sends on Sunday mornings, which got me thinking how nice it is to be centered, even in business, around human connections. Chris is, and happily, so am I.
Homemade Soup. As a one person shop in consulting, I have mainly big organizations as clients, but I serve them in a most neighborly and personal way!
I blend solutions for them like homemade soup, getting it just right by referring to strategy recipes through lots of reading, research and combining of ingredients for a just right solution. So far the results have been quite tasty.
Impetus. Now here’s a word that has some oomph. Push, force, momentum and drive are all synonyms. If you know me, you’ll understand. I’m not one to let stuff lag. I can hear my biggest client laughing at this one. I’m all about looking out the front window of the bus and steering toward the future. This word will symbolize my intent to keep that focus forward. Even if I have to pace myself sometimes.
Reflect. A calming word, but also a very stimulating concept. My creative muse is a huge part of my life; taking time for the art to balance the pace of strategic work is vitally important to my success, but also to my soul. This is a year I plan to be more forthcoming about doing and sharing my artsy pursuits. I’m also doing a lot more singing out loud. Praise songs do indeed lift my spirit high.
I’m starting by reposting the photo below, which I had made into a puzzle this Christmas for my relatives who own and graciously invite me frequently to their up-north lake home where this was taken. I cannot thank them enough for being so generous.
I’m so excited by the energy that’s moving me forward into 2013. I can feel it….2013 is going to be a fantastic journey. Amen.
It’s hard to stay up on all the trends I need to know in retail, shopper marketing, culture…engagement, advocacy…you name it…I’m supposed to know about it. Honey Boo Boo? Really? We’re over your gross lack of manners. Gangnam Style? Whatever…
My new curiosity is Monster High. I’m looking for a couple of ten year olds to play with. I’ll invest in the dolls and sets of accessories to go with. Really, I will. I also want to play dolls with all the moms. This is fertile ground for woman culture.
Just look at the branding. Is this the next gen Hello Kitty or what?
Be Yourself. Be Unique. Be A Monster.
Just ask my husband. I can be all of the above on any given day. And then I can go play with my dolls. Acting out stories. Like a ten year old.
Monsters? Or Zombies? Connections to apps with big glitzy keys on the packages…..
What ARE the stories the dolls act out for ten year olds today?Is Monster High a next-gen storyboard? Could it be a comic book reality show? Is it individually crafted visual story telling, or script some marketer is pushing?