by: David Polinchock
I talk about this example in our presentations about the power of the consumer in being vocal about the experiences they're having, rather then just passively accepting them as they have in the past. I gotta' tell you, you should read through the whole story — if it's all true, it is pretty scary!
The Internet's raw power, both as a marketing vehicle and a P2P (define) communications medium, magnifies respect's importance. Show users too many pop-up windows, and they'll download pop-up blockers. Get in their face with an ad that's too intrusive, and they'll let your client (and, in all likelihood, the publisher hosting your ad, too) know how they feel. They may even write a blog entry, and, before you know it, the whole online community is up in arms and boycotting your company — or worse.
Scared? Think I'm being melodramatic? Just ask PriceRitePhoto.
Briefly, Thomas Hawk was shopping for a camera, found what seemed like a great deal, and tried to place an order. The company pulled some nasty stuff on him. Rather than just take it, Hawk wrote a detailed post to his blog. The post got picked up by a few other blogs and community and Internet news sites, and the whole thing absolutely erupted. There were reports people constantly calling PriceRitePhoto to tie up their phones in support of Hawk. Hackers attacked the site. Consumers rallied and went on a rampage. They ultimately got PriceRitePhoto removed from PriceGrabber, CNET, and Yahoo! Shopping.
Then, PriceRitePhoto tried to change their name. Hawk busted them again by posting the new name to his blog. The story was picked up by "New York Post," Forbes.com, and "The New York Times." Hawk had e-mail exchanges with the Better Business Bureau and the New York Attorney General's office. The whole thing has been going on since at least last November, with regular updates (24 total as of last week) posted to Hawk's blog.
PriceRitePhotophoto.com doesn't seem to be live any more. Seems this whole thing chased the company into oblivion, or at least away from that domain name.
Link: Consumer Wrath… And How to Avoid It.
Original Post: http://blog.brandexperiencelab.org/experience_manifesto/2006/02/consumer_wrath_.html
