The store apparently doesn’t open until 10 a.m., but they start serving breakfast in the third floor cafeteria at 9:30 a.m. I had no idea. I simply saw the doors were open and people heading upstairs on the escalator, so I went in expecting to shop.
When I got up to the third floor, I figured it out. I was trying to pop in and out as quickly as possible, so when I realized the store was closed I looked for an exit.
The elevators… not running. The escalators… blocked. I asked an employee how I could get out and was informed I couldn’t… I’d have to wait until they open at 10 a.m.
It took me speaking with two different managers before someone got a clue and escorted me out. I seriously had to explain to them that they couldn’t hold me against my will in their store. It was ridiculous.
Here’s my point… what if this had been my first trip to an IKEA? What kind of impression would that have made on me as a customer? Luckily for them, I’ve had enough good experiences with IKEA that this won’t impact future purchases… although I refused to wait the additional five minutes to then make my purchase on this particular day. Principle.
Anyway, this is why your video content is so important. You only get one chance to make a first impression. Many of your prospects who seek you out will surf the web and watch whatever PR/marketing videos you’ve produced. A bad video makes a bad first impression.
In a way, you’re holding them hostage too… watching a bad video is a waist of their time.
A good video makes a solid first impression and creates a foundation for a happy client.