July 14, 2009

Bozos de Zappos

If you're an agency person, I highly recommend reading "Is 30 Minutes Too Much To Ask?" by Mike Wolfsohn, ECD at Ignited.

The piece is about Ignited's experience pitching Zappos (the darling of the Twitter crowd.)

As Mike says, "Like more than 80 other shops around the country, we were lured by the Zappos cattle call."

Without stealing Mike's thunder, here are some highlights from the piece:
  • Ignited created its proposal in the form of a 25-page blog.
  • Ignited used analytics that allowed them to know exactly how much time Zappos spent with each page.
  • Zappos looked at only 5 of the 25 pages.
  • Zappos spent an average of 14 seconds with each of the 5 pages it bothered viewing.
  • Zappos never even looked at the page that introduced the team, something they had specifically asked for.
Mike is clearly too much of a gentleman to call Zappos jerks, but I'm not.

I'll bet it took Ignited at least 100 hours and many thousands of dollars to put their pitch together. And these Zappos bozos spent 70 seconds with it.

It's enough to turn a lesser man into a skeptical, cynical, contrarian bastard.

Thanks to John Truscott for this.

And Another Thing...
I know this means nothing to you, but it's important to me. There is no way The Panda, Pablo Sandoval, should not be playing in the All-Star game.

Batting Avg: .333
Home Runs: 15
RBI's: 55

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