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What has gotten into the minds of supposedly reputable companies? Or rather, what has gotten into their sales departments?
We received two identical packages from Cook's Illustrated yesterday - neither of which we ordered. The boxes had "Open Immediately... Free Gift Inside" printed in large letters. Thinking that my wife had ordered something from them I opened them up. The first box was a cookbook and free celebrity chef coin. The second box was...
a cookbook... and a free celebrity chef coin. The same cookbook. The same coin.
In addtion to the double delivery, each of the boxes came with an extra little treat. A bill for $28.45. And a note that says we have 21 days to consider the book. If we don't return it in that time we owe the full fee. But wait, there's more! We came home to find the boxes exposed in front of our home because the label states "Carrier leave if no response." Now why would they do that? They put a package in front of my door that I didn't ask for, haven't paid for yet, and will be automatically billed for in 21 days if they don't hear back from me... It's almost like they're rooting for someone to steal it and have us liable for the bill. I love Cook's Illustrated - and think that their actual product (the magazine and TV show) is unbeatable. It is only out of my respect for their product that I haven't cancelled my subscription... Take note because this is important. Having a great brand can result in the creation of goodwill with your clients. Cook's Illustrated took the time to refine their image and message to the point that their customers will give them a little leeway - like I've done this time. Unfortunately for Cook's, they've used up every ounce of my goodwill. Another COD "gift" and I'll not be a client anymore. This marketing tactic seems shamelessly slimey to me. Why would a respectable publication require their loyal readers to expend effort to return a product they didn't order? Even the directions for returning the book are confusing. One page says that in order to return the product we must "Pay postage. (Sorry, we cannot accept C.O.D.)" and "Return by UPS or insured parcel post. (Sorry we cannot be responsible.)". Another page says "We've even enclosed the pre-paid Merchandise Return Label" Which is it? And, to Cook's Illustrated, "Which are you?" Two packages are coming your way. I'm really tempted to send them C.O.D. Maybe send it to Christopher Kimball (Founder and Editor of Cook's) to let him know how pleasing it is to get a package you don't expect that requires you to do something you don't want to do... Think that'd get the message across? Tate Linden Principal Consultant Stokefire Consulting Group 703-778-9925 |
