Just as fast as the page was uploaded, the criticisms about the design of the crosstour and the price tag avalanched.  Time, money and energy that were invested into this car design were quickly becoming time, money and energy to salvage their reputation.

In a Columbus Dispatch article the execs of Honda USA talk candidly and openly about how this debut went wrong.  Dan Gearino, the journalist of this story, summarizes “The two campaigns (Ford’s Fiesta subcompact debut) show some of the opportunities and pitfalls for big companies when they make the public part of the marketing” (Gearino, D1).

The news here is not that a new product seemingly failed upon debut.  The news is what this journalist is hitting upon what the business world views the consumer as–a roadblock to making sales.

All though Honda and other fortune 500 companies may have not realized it, the consumer has always been a part of marketing efforts.

In a pre-digital world, this failed design would have affected an inner circle of buyers who would tell their family, friends and co workers “do not buy this car.”  Due to the top down communication print and electronic media bring, Honda would never have believed there would be an outcry.  They controlled the message.

In today’s world–the consumer has the platform to tell anyone they want.   Facebook pages, twitter posts, personal blogs and consumer sites all allow for a conversation between brand and consumer to occur.

How are you opening up to Ms. Jones?  Are you allowing for user reviews on your website or just letting the consumer review you somewhere else?  Do you talk openly about the under belly of your industry which sometimes affects what you can get done on an everyday basis?

The ballgame has changed.  It is now a two way.  Changing the look of your ad is not going to change your reputation—talking openly about it is.

For information, education and products related to “opening up to Ms. Jones” be sure to attend the 2010 R&A Roundtable at Deer Creek Lodge & Conference Center.  This two day educational event will talk about all things related to the web and how to market to today’s consumer.  Click here to sign up for more details.

“Could you possibly give me a better deal than ABC Furniture down the street?”

“This price seems a little bit too high for me”

“You mean you charge for delivery?”

“Is that the best deal you can give me?  You know I have shopped here before!”

The quotes can go on and on and on.  The stories go on and on and on.  In fact it was referenced in the November 3rd word of the week that sometimes Ms. Jones is flat wrong.

What if you could beat that Ms. Jones to the punch?  What if you could let her know that you are giving her your best deal without having to go through the questions?

Enter stage right the wonderful world of promotional advertising on shipments.

A printing company in New York has teamed up with several online only merchants to do targeted, shipment marketing to a specific zip code.  What this company does it find an advertising partner, plaster their ad onto the shipment box from an Amazon or E-bay and put an enticing offer into the ad.

For example, a retailer in Columbus, OH could team up with Amazon to place promotional advertising on any shipment from Amazon to Columbus.  What this company is truly stressing is adding extra offers.  Giving the extra “IT” to the customer so they will be inclined to purchase from the retailer or business.

Let’s take this one step further.   How about adding to your direct mail this weekend, a special email that offers an extra incentive to Ms. Jones?  This would answer the age old question “Can you give me a better deal” and it might push that tweener who is in the mood to buy not sure to buy to come into the store.  Then she will purchase from you not ABC Furniture down the street.

This is not an overnight process and it might not be a one day success.  However, this will help satisfy the ladies of the world who have already said YES to you to come back and buy from you again.  Plus, it may just bring out new believers in your brand that you are trying to give Ms. Jones the best bang for her buck (plus helping your wallet as well).

To view the entire press release about shipment advertising click here.