Tag Archives: IKEA

IKEA Held Me Hostage… Literally.

Posted on November 28th, 2011 | Leave a Comment

IKEA held me hostage this weekend. I mean that literally. I entered the store at 9:30 a.m., and store personnel held me against my will until 9:55 a.m.

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.

–Tony Gnau

Swedish Meatballs, Furniture And Videos

Posted on September 24th, 2011 | Leave a Comment

We took a family outing to IKEA yesterday. I know. Sunday at IKEA? Yes, it was every bit the madhouse you’re imagining.

But among the madness, guess what I found? Okay, my wonderful wife spotted them. Shoppers escaping the chaos by sitting in the prearranged living rooms watching… IKEA videos.

There were actually videos running all over the store. ┬áMost of them appeared to show customers the many ways they can use their products to decorate… and the customers were watching.

It’s a great example of how to focus on the audience and still meet a marketing goal. The videos weren’t necessarily hyping IKEA. They were videos focused on the audience’s interest in decorating.

You don’t always have to come out and tell people how terrific you are. Deliver a series of videos over time that focus on the audience, and it simply becomes understood.

–Tony Gnau