The Internet has changed my tolerance for waiting. I can hear or read about a book and go order it on Amazon that moment. They can have it to me the next day. iTunes is even better. I can have the song I want in about 30 seconds.
More often, I want to just know more about something. I have a greater intolerance for a lack of information. There is no reason I should not be able to find out about a product or service via the internet. Companies continue to underestimate the need and the intolerance.
My latest example is Coca-Cola. They have started an advertising campaign for their new C2 product – a cola with 1/2 the calories. The commercial caught my attention. I went to the store the next day on a normal shopping trip and couldn’t find it. I thought it was a little odd, but decided to do some a little searching when I got home.
I could not find a thing about the C2 product on the Coca-Cola website. How is that possible? They are #91 on the Fortune 500. Over and over, they are considered one of the most recognized brands. First, result on Google is a blog-styled site called Carbwire. It looks like their information is pulled from a press release.
Advice to companies: People want to know about your products NOW and after they make a decision to purchase, they want them ASAP.
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i blame it on the microwave myself vs. the internet. but the tolerance for waiting is doomed to get even shorter.
NPR just ran a piece on children’s television and noted that “kids today” do not understand the concept of a show not being on/available to them for viewing. dvds and vhs tapes have created an on-demand environment for kids which is supported by a child’s desire to watch shows over and over.
so we have yet to see how short this tolerance will become.
This post looks like two of the worst product launch scnearios:
1. Product is on the shelf but no communication,
2. Communication is available but no product is available.
The C2 is supposed to be on the shelves just before the advertisements. Before or after the Internet, it’s unacceptable.
Funny. I’ve got the exact opposite experience.
I haven’t heard anything about C2…ads, radio discussions, articles, nothing. But last weekend I went to the store and on the cola isle they had verticle shelf talkers that said “Coming soon. A new product from Coca-Cola.” and “C2”. I looked at my wife and just said, “I guess they didn’t learn anything with that whole New Coke thing.”
It took me reading A Penny For… to even find out what C2 is.
Maybe somу new products which are being advertised at the moment don’t have yet the info spread in the Internet. Moreover some of the companies may use the method of “intrigue” providing the customers with only a small description or “confusing” advertisement video.
Maybe somу new products which are being advertised at the moment don’t have yet the info spread in the Internet. Moreover some of the companies may use the method of “intrigue” providing the customers with only a small description or “confusing” advertisement video.
Maybe somу new products which are being advertised at the moment don’t have yet the info spread in the Internet. Moreover some of the companies may use the method of “intrigue” providing the customers with only a small description or “confusing” advertisement video.