So unfortunate to see ads, from brands I respect, that are such #FAILS.

Good idea, I have been writing about hiking for when I am in Pine, AZ and was even interested in these shoes (so clicked on the ad), so “good Job” of matchmaking Facebook…

BUT who ever created this ad (probably an agency) and decided where it would link, truly DROPPED THE BALL. This is basic marketing/sales/advertising people… land me on the page with an offer for the product that enticed me to click, not on a general inventory page with this item no where in sight.

Guess what… I was gone in a heartbeat, and now have a bad taste in my mouth about Zappos, a brand I previously felt ok about. #RonR #NoLetUp

For me design, with regard to content and content marketing, is about ease of use, ease of access, and being certain about sending people to where they expect to go. Be careful about over designing for aesthetics that take away from your goal. And… if you are content marketing with an eye to getting me to click on a link or a photo of a product, be sure to land me on the page with an offer for the product that enticed me to click, not on a general inventory page with this item no where in sight.

Very cool that Zappos saw my post, even though I did not tag them, only mentioned them, and they reached out… 

• Conversation started August 14
• 

  8/14, 6:08pm

  Lesley At Zappos

  Hello Ted! I’m so sorry and apologize for the ad not taking you directly to the hiking shoes. We appreciate your open and honest feedback. My heart hurts that you didn’t have a great Zappos experience while you were on line looking for hiking shoes! I’d like to turn that frown upside down. :)) I’m a Zappos Genie at your service! I know you weren’t expecting this, we’d like to get those out to you as a gift if we have them!! If we don’t, I’d like to send something similar. What type, style and size did you have in mind for those neat new shoes? Very much looking forward to hearing from you and I hope you accept my friend request. Smiles, Lesley

• August 16
• 

  8/16, 3:18pm

  Ted Rubin

  Hey Lesley… thanks for reaching out, truly appreciate you guys paying attention. Please email about this to [email protected]… looking forward 🙂

On Tue, Aug 18, 2015 at 10:46 AM, Lesley Durbin wrote:

Hi Ted,

Thanks much for messaging on Facebook!  Zappos would love to deliver happiness with some great hiking shoes for you if possible!  Which brand, style and size did you have in mind??  This would be a Zappos gift!  It’s hard to believe I get to do surprises all day long AND get paid!

If you’re ever in Vegas, we sure would like to host a tour for you!  We’re rockin self-organized work groups!

Have a delightful day!

Smiles :))))

Lesley

*I received the shoes (this is the story I was referring to in the Facebook post here)…

AND… I am visiting Zappos Headquarters on September 30th.

On Fri, Aug 21, 2015 at 7:40 PM, Lesley Durbin wrote:

Howdy Ted, the 30th of September sounds perfectly perfect!  We’ll be at the Mirage at 1 o’clock in a van wrapped in Zappos.com which is pretty hard to miss.  As I mentioned earlier, we can be flexible, if something comes up just give a shout. Have a wonderful week!  Smiles, Lesley

From: Ted Rubin
Sent: Thursday, August 20, 2015 9:00 PM
To: Lesley Durbin
Subject: Re: Zappos Gift

Let’s do it lunchtime, 1pm, on September 30th.

On Tue, Aug 18, 2015 at 10:46 AM, Lesley Durbin wrote:

If you’re ever in Vegas, we sure would like to host a tour for you!  We’re rockin self-organized work groups!

AND then… 

From: Ted Rubin
Sent: Wednesday, August 19, 2015 4:00 PM
To: Lesley Durbin
Subject: Re: Zappos Gift

I am truly impressed you guys actually fixed some of the ads already… seems the ones in the timeline are being directed properly (like the image attached) but the ones along the side on FB are still going to a general feed. Well done… feedback works! 🙂

On Wed, Aug 19, 2015 at 5:02 PM, Lesley Durbin wrote:

Hi Ted,

Thank you for noticing the Facebook progress. Be assured, our team will be working on the ones along the side too!

——————————

Brands/Companies that use social successfully reap the rewards of customer satisfaction, deeper employee loyalty, more effective knowledge sharing, improved brand reputation, lowered costs, and importantly, increased revenues. #RonR… #NoLetUp!