apt blog

Dwindling Customer Service!

The importance and value placed on customer service is at an all-time low, despite being in a consumer driven world! I often find myself wondering where the smile has gone and whether the notion of 'going the extra mile' is just a distant memory. At the beginning of the month, we posted about loyalty and how no one cares about existing customers anymore, but in light of it all, we've found someone who does and we reckon he deserves recognition for his customer service - check out the world's coolest flight attendant and see whether he puts a smile on your face! http://www.youtube.com/watch?v=x_o_xn-q5Zk

Loyalty letdown

 

We knew it wasn't just us. Recent consumer reports and the word on the street all beg the same question: Why aren't there good offers for EXISTING customers anymore? As marketers we know how to dangle delicious fruit in front of prospective consumers, yet someone has forgotten the little people who stayed with a brand. Those people are now wondering why they even stayed at the party when the gatecrashers are offered the good wine. Whether it be a special tariff, an upgrade or level of customer care, existing customers are getting the cold shoulder. Maybe its time to be consistently promiscuous with a brand and move on to a new lover every six months...

A sporting chance

This weekend saw our intrepid MD in action at an unforgettable Italian press weekend for the expansive Geovillage Sport & Wellness Resort, in Sardinia. The stunning location comprises of Europe's number one, multipurpose complex for just about every sport. It already attracts top competitive athletes, celebrities and sports teams - Roger Federer, Chelsea and Real Madrid, to namedrop a few!

The apt media party and camera crew soaked up the sunshine from the nearby beaches on the famous Costa Esmeralda and wandered amongst Geovillage's 14 hectares of lush Mediterranean gardens.

The complex features a spa managed by the prestigious Malo Clinic empire and its president, Dr Paulo Malo dropped in to give a press conference and presentation to the world's media about his exciting vision for combining health and wellness therapies at the Geovillage resort.

Our journalists were thrilled to get one to one access with the quintessential and globally renowned doctor of wellbeing! After their trial spa sessions, apt and their media guests found themselves overlooking the spectacular views from Geovillage's exclusive first class hotel , the impressive and elegant Meliá Olbia.

apt looks set to show the world just what a unique and cutting edge European facility Geovillage is. Watch this space!

http://www.geovillage-sportsclubs.com/

Friends Reunightmare

When ITV acquired Friends Reunited back in 2005, I remember thinking 'what on earth are they doing?!'

There had already been a clear shift in momentum towards Facebook and MySpace who did (and continue to do) so much more that FR.

So, little surprise then that the value of FR has dropped...considerably. Having picked up the business for a staggering £175m, it's rumoured ITV could now be selling for as 'little' as £40m.

Nice bit of business then for the already struggling ITV, who announced pre-tax losses of £2.73 billion last year!

Having said all this, ITV have raked in some decent revenue from the Social Networking dinosaur; reportedly £22m in 2007.

Story via SouthWestBusiness.co.uk

When to use billboards

Seth Godin's recent post caught our eye. A brief but interesting critique of billboard advertising.

Amongst his criteria for a successful billboard: "take action now" which we completely agree with. The example he used (pictured) demonstrates the point and makes a case for this seemingly outdated ad format.

Seth also acknowledges that billboards are "useful for building brand trust", if run over time. This is true but, unless budget is unlimited, there are far more efficient ways to spend marketing money...as I'm sure Seth would agree :-)