6 ms·
Sounds like a $1.6 million unplanned marketing event. I'd bet it pays off better than $1.6 million in traditional advertising.
by jbarciauskas 16y ago
Sounds like a $1.6 million unplanned marketing event. I'd bet it pays off better than $1.6 million in traditional advertising.
- ericz 16y agoNot really. A bunch of people got great deals but the blog post is from two days ago and I've yet to see any coverage in traditional media outlets. It seems like $1.6 million can buy much better exposure.
- hga 16y agoTwo days ago was a Friday, I think it's a little early to judge the outcome of this.
- clistctrl 16y agoI had not even heard of the site before it was posted here. I'm almost ready to check out with a decent order.
- minouye 16y agoNo question that 1.6MM could definitely buy much more exposure (the end goal of this exposure being customer acquisition and sales). Don't get me wrong, they did the right thing--however, this is no "happy accident".
- barmstrong 16y agoYep - we did a Zappos tour last week and judging from their culture they would view this as a great marketing expense in addition to "the right thing to do". Also it's not fair to judge it by major media exposure because: 1. The people who got those deals will generate word of mouth 2. If they hadn't honored it it would have generated negative word of mouth Gotta factor those two in.
- megablast 16y agoYes, but word of mouth is incredibly hard to measure. (twitter and social media helps a bit in this regard) What you can measure is broad media exposure, so this is what you look at as a measure.
- duncanj 16y agoThe most important figures that one needs for management are unknown or unknowable,... but successful management must nevertheless take account of them. (W. Edwards Deming quoting Lloyd Nelson)
- dhuck 16y agocould it have been an intentionally planned ... mistake?