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Quick thought about the Miller Ad Age article today (High Life’s One-Second Spots Yield 8.6% Sales Boost After Super Bowl). Miller’s one-second ads can be found on 1SecondAd.com. The article infers the recent campaign and one-second Super Bowl commercial have resulted in an 8.6% increase in sales. [...] Our frustrations are shared by many shoppers. In shopping research and focus groups we (at Ford) have heard the shopper. And shopping is not a pleasant experience. For most shoppers it probably feels like a $25,000 root canal. As we analyzed the issue,we came up with various reasons like lack of a relationship,limited shopping dialogue,and transparency. [...] There are many text-based guides available to shoppers on the web. If a shopper is technically inclined,he or she could muddle through it. However,most shoppers probably need an online advisor that matches their needs with HDTV features. [...] Most businesses shy away from allowing customers to choose their salesperson prior to visiting the store. To me this is counter-intuitive. In many high-consideration (or high stress) purchases,the ability to chose your salesperson or assistant would alleviate some of the stress by creating some familiarity with employees. [...] | ||
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