at the intersection of brands, media and culture

Posts Tagged ‘CRM’

ESPN Wants to Sleep with You on the First Date

In Uncategorized on August 22, 2008 at 2:34 pm

Picture 5

Originally uploaded by distillerymedia

Working a lot with web companies, one of my main complaints has always been the registration page. First, there is the question of when to ask for registration information. Companies want it any way they can get it. Users need to see a return, or a potential return, on the investment of their time and data… and trust you to use it for their benefit. Personalization? Awesome. Spamming me to death? Not awesome. It’s sort of like a first date. Let’s get to know each other slowly and eventually we’ll make a commitment to each other and we’ll be in it to win it.

So, it’s the time of year that I get girded up for fantasy football. After a brief false start with my old client Yahoo! we’ve moved the league over to ESPN where things are supposed to be a breeze. BUT, then I come to this page with eight different boxes pre-checked for me to receive information, solicitations, backrubs from ESPN, Disney and their partner companies. Oh, and I could give them my cell phone number… umm, no thanks.

I guess I’m glad that the one box they didn’t precheck was, “Yes, I’m interested in getting information on ESPN fundraising.” SERIOUSLY?? What is ESPN fundraising and why on earth would you put it in a registration?

ESPN, I think we are moving too fast. But it’s not you, it’s me. Ok…it’s you.

Apple gets serious about marketing

In Brands, Consumers, marketing, strategy, Uncategorized on May 23, 2008 at 11:38 am

Deep in my bi-coatiality I went to the Apple Store in SoHo yesterday to pick up a base station. (Yes, I know there are cheaper routers but this one looks cool!) My surprise came when the checkout girl asked if it would be ok if they e-mailed me my receipt.

First thought: ok, I’m environmentally friendly, sounds like a good company policy, why don’t more companies do this?

Second thought: HOLY COW, now Apple can track my purchases to an email address, know how long its been since I purchased something, and cheaply and easily send me coupons and incentives to upgrade, buy adjacent products and deeper entrench myself in MacFandom.

I’m not sure how many consumer brands could get away with this. I wouldn’t give most companies my email address but Apple, sneaky little devil, of course you can have it. Now get to sending me coupons for the iPhone. I’ve gotten over my aversion and now I think they are pretty cool.