Take It Face To Face

Topless Coffee Spills

So on the way into the office this morning I was (sitting on the Chain Bridge behind a few people who decided to play bumper tag) listening to WTOP when I hear about about a coffee shop in Maine.  The only thing differing it from other coffee shops is the fact that the staff is topless (men and women.)  Which, is also the only reason it’s received the press it has, and here I am furthering the cycle.

But, the GrandView Topless Coffee Shop’s opening, regardless of how you feel about it, brings up an interesting point which has been discussed among marketers ad infinitum - does shock sell? Obviously nothing stirs up some good quick press like shock or controversy.  But is that initial splash a way to lead into a long term sales and marketing strategy, or is it just what it is, some shock and entertainment value for a few days before dropping back into obscurity?

There are no shortage of companies that use shock to sell, from Axe Body Spray to Tom Ford cologne even Ikea, PETA, GoDaddy and countless others.  Several companies use the shock value to bolster attention and awareness of a new product and offering, and as the uproar dies down they have one of three general options:

1. Segue into a secondary campaign that continues to capitalize on the awareness generated by the initial shock.

2. Ride that sweet publicity wave as far as it will take you and hope the sales follow.

3. Attempt to top your last ad by doing another, even more shocking ad and repeat this wave of shock as often as possible, pumping as much product out through each publicity peak as humanly possible.

New Coffee Shop Makes a Splash

Different companies will take different routes and approaches, and which one will work best for you really depends on your business.  What method are you a fan of? Care to share any examples of a shock campaign gone right, or maybe one gone wrong?

Bonus: Puns I didn’t use - “They offer sizes A through D,” “Caffeine isn’t the only stimulant they serve,” “The staff is just as hot as the coffee,” And of course there some other gems relating to bean grinding, dairy creamer, and frequent customer discounts.

Did I miss any?

I was at an event not to long ago when I was approached by some guys with a local tech start-up. The idea they have is great, a very creative and intelligent way to move information socially. What it seems like they, and many others, are struggling with is the concept of taking a great idea and making it into a business. No one seems to focus on the fact that there should be money to be made after venture capital or a buyout. Why not strive to create a self sustaining business, as opposed to something that’s only success is to draw eyes to its new potential parent company?

I really think someone will fund anything regardless of how irrational it may be, so long as it is on the cutting edge of technology or includes the venture buzzword de’ jour. It is in this light that I present the 5 dumbest web 2.0 social media tech start ups yet to exist.

Snoozler - Wake or sleep at your friends’ hands!

Snoozler is the new social media platform that allows you to tie your alarm clock, cell alarm, or desktop alarm into your existing social profiles. Allow your friends to set your alarm, set custom alarm sounds or hit the snooze button for you! (And don’t worry about sleeping in too long - you can set the days it is accessible.)

RafflR - Enter all the online contest your friends do!

RafflR allows you to use your facebook and myspace pages to see what kind of online raffles, contest, and sweepstakes your friends have entered. From there you can select any of those that you would like to enter as well and RafflR signs you up. You can also invite friends to participate in a contest. Pick your top friends and RafflR will automatically sign you up for any contest they sign up for!

Tipster - Are you a cheapskate or a tipping heavyweight?

The Tipster platform lets you enter your bill and the tip you gave, as well as notes about service. Then your friends can vote on if the tip you gave them was too high, too low or dead on. You can also share tipping stories from the night out or the delivery guy bringing it in! Check out Tipster Pro if you’re a tip-dependent industry to see what Tipsters are saying about you.

Once Removed - No relation or bound by blood… or marriage?

Once Removed allows you to pick any friend through any of your networks, from bloggers, flickr, youtube, facebook, myspace and many others and see if and how you’re related. Using online available public records and genealogical research Once Removed will tell you if and how you may possibly be related to your friends.

WhoozShooz - Narrow or wide, low top or high, dress or casual shoes tell you a lot.

WhoozShooz is a survey application that matches you with people who have similar taste as you in footwear. Whether it is to match you up with a good friend for shoe shopping, or matching you up with someone who wears the same running shoes or cleats as you, WhoozShooz puts you in touch. And WhoozShooz works with all kinds of footwear, from heels and sandals to skis and skates!

The sad fact of the matter is that some of these ideas, or something very similar will inevitably become something you’ll see online someday. I think what may be even more depressing is the fact that in the course of writing this I thought of ways to monetize 4 out of 5 of these.

What dumb social media start ups do you envision coming to be in the future?

Southwest does flying right, from their marketing and messaging to execution and follow up they stick to one rule that I feel most other airlines fail to consider.  Treat others the way you would want to be treated.  The old golden rule should be seen more in business than anywhere, yet it seems as companies continue to grow they dismiss it - diffusion of responsibility at work.  Let’s break it down point by point.

1. Marketing

Their commercial, while lighthearted points out the very real fact that they aren’t out to nickle and dime you. I actually flew Southwest recently and someone in line actually Hallelujahed for me, which was pretty funny. It’s nice not to worry about paying for checked baggage.

2. Pricing / Booking

Of course most flights are booked the same way, online. Whether through an online broker like travelocity or expedia or directly through the airline itself. One thing I like, is that Southwest is straightforward about their pricing - what I see is what I pay. Other airlines will reduce their actual ticket fee and have it catch up with you when you actually fly, in the form of fees and little charges for each and every concession. They treat you like a person instead of seat number 16B.

3. Check In / Boarding

No one likes airport security, and I think it is the number one reason flying went from being considered a kind of novel traveling experience to a 4 hour excruciatingly boring exercise in dehumanization. But once you’ve run the gauntlet Southwest does what it can to make the experience more tolerable, or even enjoyable. Boarding is done in sections, and going back to what I said earlier about seat numbers, on Southwest you don’t have one. Sit where you like. I like that.

4. The Flight

I have numerous horror stories about sitting on the runway, or having a flight constantly delayed without notification and have heard even worse. I have never had that experience with Southwest, and to note my most recent flight, we actually confirmed everyone was at the terminal early, and boarded and took off early. I never knew that was even possible, but to avoid some upcoming bad weather they did it, and no one missed their flight. We landed back in DC over 40 minutes early.

Throughout the flight, one of the attendants we had may have very well been a practicing stand-up comedian. He made light of the normal passenger walk through and kept everyone entertained. It was probably the most enjoyable flight I’ve been on in a long time.

5. The Follow Up

Nothing says “I give a damn” like someone following up with you even after they have your money. You’ve probably experienced it before, you finally close a deal and hand over the check and don’t hear from the person who courted you for weeks on end. I can’t stand that and I will never do it to my clients (or even people who didn’t go with us.) That is why I like the follow up email I received from Southwest asking about my flight and letting me know that I got X reward points and some drink tickets for my next flight. It shows me they care about my business past each individual flight.

It’s the little things in business that make a difference and they add up quickly. Thanks Southwest!