Which brings me to Missoni; specifically, ‘Missoni for Target’. On September 14th, like thousands of other shoppers, I got up early
in the morning and drove myself down to the nearest Target to be one of the first to snatch up some pieces from the ‘Missoni for Target’ line. I got there 20 minutes after they opened… there was nothing left! I was thinking, seriously? After spending a small fortune on a truly buzz worthy launch (promising merchandise would be available at Target for more than a month!), you’re not going to stock enough to make your customers happy for even a day? I went home and tried to get online. The site crashed. I tried again. And again. They say victory belongs to the persevering, and ten minutes later… Victory! Yet it was short-lived. They were sold out of almost everything, yet I managed to order a few things. Okay, I’ll forgive. But wait, there’s more. A few days later I received email telling me they were out of stock on what I had ordered. What the #&%*?!? I had the ‘opportunity’ to re-order if I wanted to wait a month or so to receive my merchandise. With the hype still buzzing in my ears, I seized the opportunity. But a few days after that I received another email telling me the items would be delayed even further; in fact, they might not be available at all! I was given another ‘opportunity’. Long story short, I received one top (out of the three items I’d ordered). Several days later I received the same top (it seems I’d seized my opportunity one too many times). I never heard a word about the other two pieces.… Not everyone found this amusing. Can you spell F I A S C O? Said industry expert:
- With Target, I wanted a Missoni product for less than what Missoni charges. I didn’t get it (well, I did get the tops… but they promised unlimited choice of clothing, accessories, linens, furnishings, etc.). What I did not want was the opportunity to pay double to triple the retail cost on eBay.
- If I give to fight AIDS, I want assurance my money went directly to this. I don’t want to just sign a check; then never hear back from the organization about how my investment was used to make a demonstrable impact. I don’t want 35% to go to overhead. I don’t care about your advocacy efforts. I just want to feed people.
- If I invest in helping at-risk children, I don’t want to get a newsletter telling me about all the money raised for at-risk seniors. That’s not what you promised me you were going to do with my gift. It’s noble, of course, but it’s not the brand with which I connected.
- Ever hosted an event, had a nice turn-out, and then not closed the loop to ask the attendees to become further involved or invested?
- Ever sent out a mailing, solicited people to contact you if they were interested in more information, and then just sent them a brochure rather than giving them a personal call?
- Ever tantalized a donor with a tour, and then not followed up with an ask? From personal experience, these folks don’t feel ‘lucky’ at this point. They wouldn’t have come on the tour if they didn’t want to be persuaded to become more involved. When you don’t follow through, you deny them this opportunity – plus you really confuse them. Wasn’t the tour a promise of good things to come?