A WHOPPER OF A MARKETING STUNT: Not sure if you heard about or saw this one last night. It’s a pretty amazing example of how to use the reach of TV to unlock the power of voice in the connected device world we now live in. Yesterday Burger King announced they would run a :15 ad during both the Jimmy Fallon and Jimmy Kimmel shows which would include the line “OK, Google, what is the Whopper burger?”. This, of course, would activate any Google Home devices within earshot of the TV to begin reading the Wikipedia entry for the Whopper. BK’s mid-day announcement set into motion a pretty remarkable chain of events, including rigging the Wikipedia definition for a Whopper, Google’s disabling their Home devices from acting on the command, and BK’s ability to work around the Google block to still pull off the stunt. Whether you agree with BK’s tactics or not, you have to give them credit for using cutting edge voice technology to create an impactful if not utterly intrusive marketing moment.
UGLY DAY AT SLACKER: Yesterday the audio streamer Slacker laid off either 25% or 50% (conflicting numbers were reported) of its employees in a pretty rough way. While layoffs can happen from time to time, cutting that much of any company’s workforce brings the question of whether or not the company can continue to exist. Instead expressing empathy or remorse for the RIF’d employees, Slacker’s CEO defended the layoffs as a financial necessity to move the company into profitability. While you never expect news like this to be well-received, the responses this is drawing by both terminated and remaining Slacker employees speaks for how poorly this was handled.
SALES LESSONS FROM THE VOICE: Finally, I’d like to end the week with a hilarious but oh-so-accurate comparison of the judges’ sales styles on NBC’s The Voice. I know what you’re thinking – The Voice is a singing talent show not a sales pitch. But during the opening rounds if multiple judges press their buttons to pick a singer the tables (and literally the chairs) are suddenly turned. Then it becomes a pitch-off between Blake/Alicia/Gwen/Adam to see which judge the singer selects. This is where the selling really comes into play. The attached LinkedIn post explains the different approaches for the four judges. Blake, Alicia, and Gwen are pretty straightforward – they all express how they will help the singer in their own way. But Adam consistently fails here, because he asks singers to pick him so that he can win the show. What? This is the ultimate no-no in selling. Never try to convince someone by explaining why closing the deal helps the seller. Always explain the benefit to the customer . . . because if they see no benefit for themselves you have no sale. C’mon Adam!
Have a great Friday (and weekend) guys!
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