What consumers want - the change of the face of consumer expectations

Social media has changed a lot about what companies are doing and what consumers now expect in terms of customer service. If a company angers someone, you better believe they’ll blog about it or share that information with a whole bunch of others through any social mediums, including Ratemycompany.com, Jobvent.com, and even Facebook.

Every consumer now has a voice, and doesn’t need to be a multimillionaire to share it with the rest of us. Consumer’s expectations:

1. Hands on abilities and control of what they get (services, items, etc.)


2. A person behind the brand or company


3. A recommendation from people


4. Option to speak with someone directly and, most importantly, quickly


5. Easy search capabilities


6. A good value

This is what social media is all about, creating brand advocates, and companies are scrambling to make it possible. Take a look at an article that AdAge did on EBay and how its reformatting to fit its consumers needs.

Microsoft's ease of use campaign

Typically, little kids mostly annoy me, especially in certain commercials (Welch's grape juice anyone?), but in this commercial, developed by Crispin Porter + Bogusky, Kylie is an absolutely adorable little girl - and the campaign has been getting great media attention.

Kylie is a 4 year old little girl who takes the audience through Windows Live Photogallery and demonstrates how easy it is to put together a presentation with pictures, music (my favorite) and quotes she's found on Microsoft, which she dubbs "nice words."

Why does this work? Tugging on heart strings isn't always the best idea, but this commercial hits it right on the nose. First, it engages the audience with probably one of the cutest little girls ever, and modest too! Then, as only little kids can, she shows you precisely what she is going to do, what pictures she is going to send, adds some funny music for a 4 year old, and closes the deal with the mandatory Microsoft line - "I'm a PC and I'm 4 1/2." There's not many commercials you feel you need to watch, but when a 4 year old comes onscreen to show you something, the audience automatically goes into parent mode, and watches patiently.

Cute is not always the best way to go in marketing campaigns, but CPB has executed the commericals perfectly. Cute apparently works as a marketing campaign for Microsoft and the next ones should only get better.

Chic-fil-a: A Chicken above beef patties

Chic-fil-a not only has one of the best advertising campaigns, but its business model and way of conducting business is perhaps one of the best ever seen, and not just in fast food franchises.

I've mentioned it before, and I'll continue to tell you, but, my mentor Griffin Farley says, "Don’t plan for the ones you reach, plan for the ones they reach." Chic-fil-a has built a great brand for themselves through their mascots, the cows, but they didn't stop there.

You'll understand what I am talking about if you've ever been to the drive-through at Chic-fil-a during lunch time on a Tuesday. The line literally reaches the road and looks like it could take at least 30 minutes to get through. But don't fret! Chic-fil-a has hired a great bunch of people (respectful, helpful, and very efficient) to stand outside and take your order so that when you reach the drive-through window, your order is ready and all you need is to pay.

Many fast food enterprises should take note (McDonalds, anyone?). You can produce the best advertising campaigns and contests to entice people to purchase your products, but if the customers who are purchasing from you are not happy with your service, our social mediums give them the opportunity to speak their minds - to millions.

Brand advocates are priceless and Chic-fil-a has realized that - and have not stopped producing the best service even once they reached the top.

So, hats off to you Chic-fil-a, for understanding what the people want (chicken!) and giving us the best service while doing so.

One commercial to throw your glass at

First, let me start by saying, I'm not a feminist, simply a realist, and the one commercial (or commercials) that I CANNOT stand is the Godaddy.com commercials.

The advertisers are targeting the right audience (men) by portraying "pretty" girls as Go Daddy girls, but, other than that, it's a failed attempt at anything other than interesting guys in, wait, I keep forgetting, oh yes, DOMAIN NAMES AND WEB SITES?

Correct me if I'm wrong, but don't commercials typically need to advertise the product they are selling? It took me two or three commercials before I even found out what Go Daddy sold. And honestly, I'm surprised no one has mentioned these commercials as being as obscene as say, Paris Hilton eating a burger (at least they have the product in the ad)?!

Go Daddy, may I suggest writing and producing a smart commercial? It may get you further than you think.

One awesome commercial to raise your glass to

I like to recognize certain commercials whenever I note that the marketing and advertising department got it right.

Here is one that I absolutely love:

Snapple: Better Stuff (it makes me laugh everytime she says, "We're dating")

Mike's Hard Lemonade Marketing to Wrong Audience

Mike's Hard Lemonade has recently come out with a series of commercials marketing their adult beverage, however, they may be targeting the wrong demographic. Many of their commercials feature men ages 25 to 30 who, judging from the commercials, are manly bachelors trying to decipher how to advertise the drink (my personal favorite is when they bring in a sommelier to evaluate the flavors).

The one thing they failed to look at was what they were selling. Mike's Lemonade primarily sells to women because of the fruity nature of the drink. If they had targeted these commercials towards women aged 25 to 30, I believe they'd have a better chance of increasing sales and consumption.

I understand that perhaps they realize they are missing a large portion of the male population and would like to decrease that gap, but, maybe it's a better idea to focus on the audience who is intersted in your product instead of one that may be almost impossible to entice.

How to keep your spirits up when times are down

Many thanks goes out to EVP of Talent Zoo, Amy Hoover for putting forth some great advice. As most of you know, the economy has not gotten better as so many others tried to say that it was (June was one of the biggest months of people being laid off!), so Ms. Hoover wrote about how the newly (and not so new) unemployed can dust themselves off and attempt to keep spirits up.

1. Review your successes
2. Surround yourself with supporters
3. Recognize help when it appears
4. Try new things
5. Be good to yourself
6. Set small goals so you can feel a sense of accomplishment

"This is the time to be your own best champion," she says. The article is entitled "I'm Good Enough, I'm Smart Enough..."