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Zappos -- Open for Questions (But It'll Cost You!)

How do they DO it? For $39.95, Zappos will tell ya!

It's no secret that we're big fans of Zappos here at Maxwell PR. Pioneers of the free shipping both ways model, this online shoe retailer (and now clothing, accessories 'n' more) was a trailblazer in bringing the in-store shopping experience to the Internet. We dig it, and so do lots of others it seems since the company is slated for sales of $1 billion this year.

With leaders of companies ranging from Southwest Airlines and Best Buy flocking to the Las Vegas headquarters hoping to learn a thing or two, Zappos has decided to open for questions.

According to a profile in Brandweek on Monday, Zappos is rolling out a new program called Zappos Insights which will let companies dig into the Zappos way and get answers from actual Zappos folk -- for a monthly fee. A company CEO said the service is targeted at companies looking to build their businesses and fills a management consultant role at an affordable rate -- $39.95 per month.

Sounds like a good deal for general brain-picking! We’ll have to watch and see if subscribers line up to listen in on the business tips from inside Zappos. Seems like if the model works it might be nice to bring in guests from other companies as well, since even $39.95 per month might seem steep for a single perspective after awhile. Maybe those peeps from Southwest and Best Buy could weigh in on how they applied what they learned?

-Erica Erland

posted on December 17, 2008


Learning from the 'Big Fish'

A few of us had the opportunity to attend the Portland Advertising Federation's presentation about connecting with your audiences online. It was an engaging and refreshing presentation by Jay Corson, Vice President for Account Services at Big Fish Marketing (Big Fish's clients include A&E, Bravo and Comedy Central, among other large entertainment outlets). Big Fish's approach to online marketing is relevant and progressive, including trade media, online advertising, viral games, online PR and social networking. It was revitalizing to hear Jay bid farewell to the days of pop-ups and bland, obtrusive, misplaced banner ads. We've all seen the changes taking place on our MySpace and Facebook pages: not so long ago MySpace thought I was a 45-year-old man looking for a date; now they seem to have an inkling that I am a younger woman, although they still think I'm looking for a date -- I am not.

Recently brands have started to breathe life into online ads by incorporating social networking, text message technology, gaming and blogs to traditional online media to create campaigns that converse with, relate to and entertain consumers. This new breed of ads live on niche websites, social networking pages and allow thoughtfully targeted customers to become part of online communities, earn deals and give to charities they connect with. These new and improved ads provide action-driven, clearly indicated buttons that don't sweep you off the webpage but keep content in the ad box on the webpage you want to be on.

C'est la vie to the days of irrelevant banner ads and neon pop ups!

-Molly Cooney-Mesker

posted on December 15, 2008


Maxwell Holiday Office Bash!

We had our "office party" last week and it was one of our best yet. As Kate Sokoloff of LiveWire! said, "Office parties are supposed to be a bore -- didn't you get the memo?" Ha! I loved her for that because she captured everything about what we try to do with our party: make sure it's actually fun. Mix good music, great food and fun activities and the end result is a pretty darn good mixer. What is always fun to see is how interconnected the Maxwell community is, which is always evident at the party when old friends get reacquainted and new connections are made. In some cases it's (sadly) the only time I get to see some people every year!

On top of the party we always work to incorporate an interactive activity and/or fundraiser. In the past, attendees have made such items as ornaments and sock puppets. This year we sent T-shirts to decorate for a cause. We raised nearly $700 at the party!! People were so creative and generous that we made a last-minute decision to match the donations to charities ranging from Oregon Humane Society to Big Brothers Big Sisters. A great topper to a fun night (that, yes, resulted in a slow moving Friday a day later...)

Cheers!

-Jen Maxwell-Muir

posted on December 11, 2008


SeaPort 'Hits the Sky Running'

When I first heard about SeaPort Airlines, a new carrier which flies almost exclusively between Seattle and Portland (Seattle-Pendleton service just began last week, and soon Seattle-Astoria will take to the friendly skies), quite frankly I just didn't get it. 'PDX to Boeing in 90 minutes' they claimed, but what about security? Parking? What about all the other 50 things that turn a 3-hour flight into an all-day hellish rigamaroll? Simply put, they don't have all that. And today when I attended a presentation put on by the American Marketing Association's Portland chapter about SeaPort Airlines I finally learned why.

Because they operate only on 9-passenger planes, under the current laws SeaPort is too small for the FSA to force regulation upon. This means no security check-ins or long lines to speak to a "customer service" represntative. They also aren't required to even operate out of a major airport, that's why Seattle flies into Boeing field (MUCH closer to downtown then Sea-Tac), and Portland operates out of a terminal next to Flightcraft at PDX, which equals ample valet parking at each venue. It also means you only have to arrive 15 minutes before departure time -- pretty sweet!

Obviously, SeaPort is tailored to the business traveler, not the casual consumer. At a roundtrip ticket price averaging out to $300, I'll probably still be putting my pedal to the metal (or hopping aboard perma-tardy Amtrak) when I head up north to visit friends, but then again my time in not necessarily money, for many (much more important) others, it is.

However, one thing I think SeaPort is really missing the boat on is not offering their customers a frequent flier program, at least not from what I can gather on their website. These programs really do help strengthen brand loyalty, and heck, if somone is using your service enough to garner a free trip (or perhaps gift cards to high-class Portland or Seattle restaurants), give it to them already, you'll make the investment back 10-fold! Consumers, such as myself, love nothing more then a good ROI.

And SeaPort, let me know when you start offering a Tigard-Sellwood route -- I could really use the help with morning traffic!

-Christina Stewart


posted on December 09, 2008


Maxwell Launches Oregon Wine Country Web Site

Armed with the knowledge that consumers engage more with YouTube videos and Flickr photos made by real people as opposed to professionally finished images, Maxwell PR produced a new Web site for the Willamette Valley Visitors Association featuring amateur videos and photography.

The new site shows potential visitors the real Willamette Valley, not only what some fancy-shmancy PR team had mocked up (natch). However, on this site, the professional photos actually help demonstrate the natural beauty of the region and reinforce that people here are proud of their land -- and deservedly so.

Check it out for yourself and plan your next wine tasting tour.

-Vicky Hastings

posted on December 05, 2008
  This spirited, open forum by Maxwell PR staff members, studio mates and colleagues features people who are, in our opinion, doing the right things to get people talking. You'll see us rave about organizations building communities and rant about those who are missing obvious opportunities. We sprinkle in a little marketing and PR rhetoric from time to time for extra vigor and enthusiasm, and will share observations and insight based on our own experience honing our craft every day.  
 

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