Airline Mishaps and Marketing
First things first! The title is a variation from the old TV show, “Guitar 54, Where Are You.” Please see the short video at youtube.com/watc….
This week, I went to a University of Phoenix marketing/branding seminar today – I love the YouTube video “United Breaks Guitars” they shared at youtube.com/watc…. It turned out this young man was traveling to Chicago, bringing his prized guitar. United baggage handlers “mishandled” his guitar, and it ended up shattered beyond repair. He spent a year trying to process a claim, but to no avail. Then he wrote a song, created a YouTube video, and gets over 4 million hits. It generates wonderful publicity for his music business. Yet United ended up getting the shaft.
Then Taylor Guitars Responds to “United Breaks Guitars” at youtube.com/watc…. If you view the YouTube statistics, they have about 100 thousand hits – not bad for a makeshift repair place, with a low film production budget.
My Greek Friend
I have a Greek Orthodox US friend originally from Greece. She’s a bright gal, with a PhD from Oxford, and masters from the University of Chicago. Once she related a baggage mishap. Was it United? I’m 95% certain, but I have a 5% memory, margin of error. She went from Chicago to Australia. Her baggage went from Chicago to Europe.
Since I have a 5% statistical memory, margin of error, let’s call this airline Twisted Airlines, and my friend Patricia. Pat complained to several Twisted, customer service representatives. Three days later, they finally admitted it was somewhere in Europe – they didn’t know where. This is when my Greek friend displayed her fury temper – yet to no available.
The luggage was finally found, when Pat returned to Chicago. It ended up in Spain and Twisted Airlines promised to deliver it to Chicago. She insisted they deliver it to her home – they refused. For the next week, she called Twisted Airlines each day, and got the story it hadn’t arrived in Chicago. The luggage finally arrived, but she needed to pick it up.
It kind of reminds me that classic Seinfeld episode – the Airport. Here’s a couple minute on YouTube at youtube.com/watch?v=_R…
There’s a teaching here. There’s not one right way to market. Nor is there just “one ideal background”, to learn a new profession.
Is “cold calling” the best way to obtain new customers? Statistics show that about 2% of people contacted will respond to cold calling. I got this statistic recently from someone at a US small business development center. Folks like author Peter Bowerman swear by cold calling. Others less known, whose e-zines I subscribe to (ex. – Dianna S., who targets insurance companies), also like cold calling. To really make it work, you have to go after targeted lists, and work with the larger numbers (I.E. 1000 targeted contacts). Many public libraries and in-district junior colleges have subscriptions to Hoovers, Reference USA, and Dun and Bradstreet – which you can access from home (an advantage of their free library card). These can be used to create lists, if you don’t want to purchase lists from list services
A couple days ago, I watched a ninety-minute video on affiliate marketing (Commission Ritual). The guru used to be a gourmet cook, before enjoying years of success, as an affiliate marketer. Now he’s selling a system.
Reminds me a bit of the cook for the Rolling Stones. An interesting tidbit there: The RS cook didn’t see a popular public spiritual figure but a Ute medicine man, in the Chicago suburbs. He made a few trips from England to Chicago, to join him for Native American ceremonies. Yet he doesn’t look like a Rock Star cook (whatever preconceived image you have). Whom does he prefer to hang around with – Mick Jagger or the Ute medicine man? Perhaps he sees more in a spiritual tradition over 70,000 years old vs. any “new” renditions surrounding the “laws of attraction”?
There’s an interesting observation about David with the United Breaks Guitars videos. He now has about 3.7 million YouTube hits. Guess what he does for a living? He’s a musician. This is an excellent benefit of Viral Marketing/Inbound Marketing/Social Media.
The professor at the University of Phoenix (who shared this) has an interesting background too. He came from India, graduated from the University of Illinois engineering program, before opening an advertising agency – with only $30 in his pocket. Reminds me of the gourmet cook turned affiliate marketer.
Should we “limit” ourselves? Can only “certain” professions learn new things and be successful? Should we say this? I need to be successful “just” as a copywriter… writer… entrepreneur… Internet Marketer… Affiliate marketer… Viral Marketer… Inbound Marketer.. Social Media expert… spiritual metaphysician (if such a thing is “real”)… etc.
We should learn and apply all these things. How many celebrity copywriters are active in affiliate marketing, social media, marketing law of attraction stuff, etc., after becoming top copywriters?
The bottom line is it’s about marketing and spirituality. We use the former to develop a “marketing mindset”, and the spirituality (whatever that is), to keep you going – enough reflection for today.