Yep - we did a Zappos tour last week and judging from their culture they would view this as a great marketing expense in addition to "the right thing to do".
Also it's not fair to judge it by major media exposure because:
1. The people who got those deals will generate word of mouth
2. If they hadn't honored it it would have generated negative word of mouth
Yes, but word of mouth is incredibly hard to measure. (twitter and social media helps a bit in this regard) What you can measure is broad media exposure, so this is what you look at as a measure.
The most important figures that one needs for management are unknown or unknowable,... but successful management must nevertheless take account of them. (W. Edwards Deming quoting Lloyd Nelson)
Comments
Yep - we did a Zappos tour last week and judging from their culture they would view this as a great marketing expense in addition to "the right thing to do".
Also it's not fair to judge it by major media exposure because:
1. The people who got those deals will generate word of mouth
2. If they hadn't honored it it would have generated negative word of mouth
Gotta factor those two in.
Yes, but word of mouth is incredibly hard to measure. (twitter and social media helps a bit in this regard) What you can measure is broad media exposure, so this is what you look at as a measure.
The most important figures that one needs for management are unknown or unknowable,... but successful management must nevertheless take account of them. (W. Edwards Deming quoting Lloyd Nelson)