Skip to main content

You're Out, But It's Safe

The Sports Authority, nationwide retailer of everything athletic, has horrible artistic and symbolic judgment.

On the doors when exiting their stores are photos of a catcher tagging a runner at home plate. Over the photo is a balloon with the words "Thank You!". Directly above the photos are those generic "Out" signs with the green circle and the arrow. Get it? "You're out!". Thank you for being out? Goodbye! Leave! Could you hurry, there is a line!

Surely, most people would prefer to be "Safe!". At the least, they want nothing to do with being congratulated for being out.

Some smarmy retail environment genius probably had a great idea on the drawing board but it lacks thoughfulness and consideration for the customers' frame of mind - not to mention that the marketer was probably clueless about the out sign above his clever graphic. All the positive merchandising and astute customer service so well crafted and trained into every last linoleum tile of their superstore will never obscure that last image visitors take in as they walk away to tell everyone they know about their experience.

Is the last image you want your customers to see that of the winning run being sent to the bench, the fans filing back to the parking garage in depression, Casey standing in the rain, mouth agape, staring at the scoreboard?


Popular posts from this blog

What You See (Part 1)

When a camera takes in an image, it is objective and records what comes through its lens, without bias, not giving preference to one piece of information over another. The brown book sitting on the shelf is as important to the camera as the red fingernail raised toward the sky. When the brain takes in an image, it receives 400,000,000,000 bits of information each second, but only processes 2,000 of those bits because the brain has a network of neurons that has been trained to use associations, both of objections and of familiarity, to sort information into quickly usable portions of fuel for decision making. When watching a movie, is the focus on the streetlight in the background or the exploding truck in the foreground? The camera makes no separation between one bit of light and another, but the brain does.
Read more

Small Enough To Be Hugely Successful

For centuries, putting something on paper (disk, etc.) and distributing it has been exclusive to huge media companies. Anyone can create a website or a start a dry cleaner, but publishing has been traditionally dominated by gigantic media houses. No more. Along comes Lulu and enables anybody to publish a book. A real book - with hearty paper, professional covers, and a listing in the Library Of Congress ! One at a time, they turn them out. For less than the price of a DVD player you can even have your book distributed through the same mainstream channels from which companies such as Barnes & Noble and Amazon buy their inventory. The book certainly will not market itself, but it is definitely there in front of decision makers where it would never have been otherwise. Lulu has turned an entire industry on its ear by giving power back to creators and customers, alike. For industries like pharmaceuticals, where huge companies took the power of independent pharmacies , the pend
Read more