While I mostly write about PR-related items on this blog, I do have some experience in a crossover discipline, “word of mouth” marketing. When I was actively working with clients in this area, we spent a considerable amount of time thinking and discussing about what makes a product, service, or company “buzz-worthy.” When I saw this Gaping Void cartoon by Hugh MacLeod on BL Ochman’s site today, I thought, “yup, that’s exactly it.”
This afternoon, while skimming through my RSS feeds, I came across this post on Consumerist.
Zappos was already held in high esteem for their excellent customer service, free shipping, and no-hassle return policy, but this story makes them totally “buzz-worthy.” Sending flowers to a customer when they learned had just lost her mother (they were inquiring as to why she hadn’t sent her return back yet) is incredible. Like many of the commenters to the post, my reaction is “wow, I need to patronize that business.”
Of course it doesn’t take too much convincing to get me to buy a pair of shoes. But in this case, I’ll feel really good about doing it.