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60 Second Articles
October 2006
60 Seconds of Information Impacting You and Our Fast-Forward Economy
Estimated Reading Time: 60 Seconds
60 Second Articles:
1. A Scoop You'll Only Get From Us: Add E-mail Capability To Your Cell Phone
2. The Ultimate Definition Of Service. Apply It To Your Business And Win
3. It Just Wasn't A Good Month For Starbucks
4. The 60 Second Close: Where To Get An Education In Great Service
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1. A Scoop You'll Only Get from Us: Add E-mail Capability to Your Cell Phone
�
As an advertising/marketing agency, it's our job to always be "on the
cusp" � to stay one step ahead and recommend new concepts that impact
you and our fast-forward economy.
� Our agency hopes you enjoy
this concept of converting your current cell phone into a "smart" phone
-- one that can retrieve your e-mail messages much like a Blackberry
and Treo can � yet, at no extra expense to you.
� Test drive "Flurry" at www.flurry.com -- a program that allows you to access your e-mail from your current cell phone.
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2. The Ultimate Definition Of Service. Apply It To Your Business And Win
�
With similar companies selling similar products at similar prices to
similar target audiences, there is only one critical element that
differentiates one company from another -- and that's "service."
Defining service and implementing a service philosophy can be as
lengthy as "War and Peace" or as short as one word, like "Wow."
�
The ultimate definition of service comes from Wolfgang Hultner, CEO of
Mandarin Hotels America, as quoted in September's issue of Fast
Company, featuring their annual "Customers First" service awards --
"This business is very simple. No service, No profit."
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3. It Just Wasn't A Good Month For Starbucks
�
Here's how one simple marketing mistake unraveled into a 30-day public
relations and sales nightmare for Starbucks, all because of one simple
e-mail blunder:
� Starbucks ran a "Free Iced Coffee" Internet
coupon, but neglected to put an expiration date on it. Originally
slated for limited geographical distribution, the coupon became "viral"
and turned into a national sales nightmare with Starbucks giving away
millions of free large iced drinks.
� Experiencing
extraordinarily high redemptions, Starbucks later posted signs in all
of their units, saying the coupons were no longer valid, thus angering
a number of customers. Starbucks was then sued for $114 million on
behalf of a regular customer when her coupon was not honored, accusing
the company of fraud.
� The upstart Caribou Coffee chain said they would honor all of the Internet coupons that Starbucks no longer accepted.
�
In Oregon and Washington, Starbucks, as part of their 35 years in
business celebration, brought back its original mermaid logo -- with
breasts bared -- on its cups. Local school administrators barred the
coffee cups from school property.
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4. The 60 Second Close: Where To Get Educated In Great Service
�
Unfortunately, there is no University of Great Service, so where does
one go to learn about great service and how it should be implemented?
�
Take a trip to Nordstrom, purchase something and ask them to ship it to
China! Or, visit The Palm or Morton's or any other fine dining
restaurant and experience the royalty-like service that makes you feel
as if you're the only guest in the restaurant that counts.
� In order to give great service, one must experience it first.
�
How would your customers grade your establishment on service? Don't
know? Would you like to find out? Call us. We can help you get there �
now faster than ever!
Best Wishes,
Chris Lambrecht
Intelligent Marketing Solutions
Come visit our website!
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