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If it's in the smallprint, you lose!
If you live in South Africa, there's a good chance you saw Musica's new TV campaign that stated that there was "Nothing over 100" allowed in the store (one hundred rand that is - about $16 or £9)
The ad is cute, it features old people getting bounced from the store, ostensibly because they're over 100 - and there is nothing over 100 allowed in the store.
So on that premise, we went to Musica, we browsed around and eventually chose 6 CDs that we wanted. However when we went to pay we were charged nearly R900, this confused me so I asked why we weren't charged R600 as advertised.
The check-out lady smiled that smile that said that she'd been asked that same question 100 times that day, then she answered, with a little sympathy, that I should have looked at the small print on the TV screen as it said that that was only valid on items marked with a purple sticker.
Of course, not one of the 6 CDs my wife an I chose had that purple sticker, what are the odds?
We paid and left, both feeling conned.
Musica thus may think they won.
Musica are fucking idiots...!
Posted by Rich...! | Permalink
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Comments
When I create advertising (or any message) for a company, there are four questions I ask: (1) What's the offer? (2) What proves that the offer is true? (3) Who is my target audience? (4) What is the 'takeout' of this communication?
Takeout is THE single most important component of a communication. It has two components... an 'action response', and an 'emotional resonance'.
In the Musica example you've cited, Rich...!, thye got everything right except for the emotional response.
Your action response was spot-on... they got you to the store.
But they've screwed up royally on the emotional response. Not just for you, but for every human being who goes into that store.
The premise of the ad is that there is NOTHING in the store for over R100. Nothing is a pretty defined word. It means, literally, that no items in that store cost more than R100.
Even if they said prominently in the ad that the offer only has to do with purple-stickered items, it would STILL be a lie... NOTHING IS NOTHING.
Which means that the advertising team didn't examine the offer (1), and they certainly didn't take into account how they'd prove the offer (2).
The takeout here will suffer until they change the premise of the ad. Unless they get rid of all items that cost more than R100, they have a negative takeout problem.
And the big problem with takeout is that it's not normally a rational response from people. It's a subtle feeling, a 'something doesn't quite gel' kind of response.
Good on you for exposing this rubbish, Rich...!
Blue skies
love
Roy
Posted by: Roy Blumenthal | 24 Jan 2006 08:52:53
Well done Rich..!, this post pretty much sums up me and my better half's excursion to one of the musica stores this weekend.
Funny thing is that they had this little disclaimer on one of the posters stating the purple sticker discount.
It was at this point that we dropped everything and went over to Look and Listen. Bought 7 and got 1 free.
Pffffttt Musica.
Posted by: Aquila | 24 Jan 2006 09:38:10
I have exactly the same problem with Edgars...
They send me these "loyalty reward" gift vouchers every once in a while, which I used to be quite chuffed with, seeing as Edgars is between my house and office, and I walk past it every day (convenience is major selling point).
The fine print says gift vouchers can't be used with anything that's on sale. Fair enough. Thing is though (and this is an Edcon thing from what I can tell), #$%^! EVERYTHING is on sale, almost always. In December, I had to walk to the counter and back 3 times before I had something that I could redeem the voucher on. It would be OK if they communicated this clearly, but none of the items I wanted had any "sale" stickers (or signs, or anything) on them... But hey, the system said they were on sale.
I ended up buying three pairs of underpants. Bitches.
Luckily Woolworths is a few shops away - guess where I now shop!
Posted by: Martin | 24 Jan 2006 10:36:37
To quote from a source, infinite in its wisdom:
"It's a trick... get an axe."
Ash - Evil Dead III
Posted by: D'ave | 24 Jan 2006 15:17:06
by the looks of things, musica is following in the footsteps of cd warehouse. my experience at the sandton branch was most unpleasant. quite similar to yours actually.
for what it's worth, give look & listen a try. they at least seem more willing to expose the fine print.
Posted by: OC | 24 Jan 2006 15:20:56
The golden question is this: what the hell do we DO with our incisiveness? The great complacent unwashed seem happy to be lemmings, and thanks to them, we have diabolical customer service and communication here. What to do????
Posted by: Roy Blumenthal | 24 Jan 2006 19:25:30
Roy, ideally, the invisible hand should sort things out - somewhere, there should be a service provider who gets it right, and gets all the business because of it... Our incisiveness should manifest in more feet at the best provider.
If there isn't one, then there's an opportunity for one to grab the market by doing it right.
Sigh, if only capitalism were pure!
Posted by: Martin | 25 Jan 2006 10:24:52
Hi Martin...
The only invisible hand I've come into contact with around South African service is the hand that greases up the bargepole that gets rammed up my orifice.
I'm right now involved in a month-long dispute with Vodacom over my 3G card. Somehow, my bill ran itself up to R8700 near the end of December. I've been on the phone to them more than 35 times. Finally I've gotten to speak to a human being, but it's not resolved yet.
(They didn't send me the promised warning SMSs, and the didn't return my calls. It appears that there might have been a trojan virus on my machine causing the traffic.)
So... bring on that invisible hand! And the KY!!!
Blue skies
love
Roy
Posted by: Roy Blumenthal | 25 Jan 2006 11:01:56
You could always lodge a complaint with the Advertising Standards Authority of South Africa (ASA) at http://www.asasa.org.za/Complaint.aspx
Posted by: Mladen Mihajlovic | 27 Jan 2006 13:28:54
jesus christ people !!
why dont you just BUY ONLINE ??
why bother with parking and cashiers and cues and overcharges and blah blah blah...
amazon.com
ch, ching!
Posted by: rooibos | 27 Jan 2006 14:45:22
I agree, buy online! Solves a lot of headaches.
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