The folks over at Tchibo are looking at this blogMay 9, 2007 at 7:42 am | Posted in Marketing, Viral, Web 2.0 | 9 Comments
Tags: Communication, Control, Kryptonite, Lithografie, Lithograph, Lithographie, online, Picasso, Product, Product communication, Superman, Tchibo, Viral marketing
More specifically at a recent post about their Picasso package on special offer. How do I know? The blog stats told me: I had a total of 14 visitors come in via http://forum.tchibo-intranet.de/topic.asp?whichpage=3&ARCHIVE=&TOPIC_ID=5696 – you won’t be able to access this site, because it’s on their intranet and not accessible from the outside. Which means that somebody from Tchibo found and posted a link to this site in their forums. So let’s see what is going to happen now:
a) NOTHING: If the folks at Tchibo are all cool and down with the web 2.0 , they won’t do anything but secretly laugh up their sleeve for having made it onto the blogosphere. I didn’t exactly praise them for selling off one of the 20th century’s most influential artists as a bargain, but it’s the attention that counts anyway (AND they got a direct link to their sales pages, even if the turnover might be minimal).
b) SOMETHING: If they’re just as anxious as that program director from the European Graduate School (who felt the need to admonish me for “not having done my homework” a while ago when I wrote what I thought about their program) they’ll come up with SOME attempt to control their product communication, even though that’s entirely futile. One can’t have viral marketing without the loss of control, and if that’s what they want, then they should probably switch to the Tupperware marketing concept. Buy only from a selected dealer at your own home.
P.S.: Tchibo is a German coffee chain, but their biggest source of revenue isn’t coffee, but the gifts and household articles which they sell in their shops and online. Once a week, they introduce a new range of themed products, with about four themes on sale at a time – a concept that works pretty well in the themed world of consumer capitalism. I admit that I bought a bag of green plastic crystals from them just a little while ago, because I thought the crystals looked like Superman’s Kryptonite (and who wouldn’t want to have a pocket full of Kryptonite):
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