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January 26, 2004


Robert Castelo

I'm so impressed, what a brilliant idea!

Some clever marketing person has realised that waiting for a product/event can actually be exciting. It's a lot like an advent calendar, where you open a window every morning in the run up to Christmas.

The crucial element is a reliable delivery day. We know Christmas Day is on 25th December, our excitement is geared towards that day, if it's postponed because of delivery difficulties, excitement turns to frustration and sours the experience.

I think this is such a powerful marketing method that it will be very widely used in the future, but only companies that are on the ball with their deliveries will make it work.


This is the type of stuff that Information Technology fails at miserably (in general).
For large IT projects the handholding starts after all specs have been taken. Sadly though at least where I have worked in the past and even now, there is a gap that starts at the end of the specs and leads to problems with what is wanted vs. what is delivered.
This all boils down to communication with customers and in IT's case we do it really badly.

Damon B

Not to drive users away your wonderful site, but I just saw (and printed out for later reference) an article on about this very topic. You need a userid and password, but you can check it out here.

I've got to figure out a way to incorporate this into our business.

John Moore

Yikes, that is clever stuff. We hear a lot about "consumer insights" but this is a rare example of a good one. Instead of apologising for, or just ignoring, the possible downside of an 8 week wait, they actually engage with the experience.

David Foster

This is pretty impressive because...generally, when a product is in such high demand that there's a waiting line, the producer becomes fairly arrogant and pays *less* attention to the customer experience, not more.

I would be that somewhere in the mini marketing organization there are some execs who have known bad times, remember what they were like, and want to guard against a recurrence...

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