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What Hasbro Can Teach You About Repeat Clients
“I want this one!” My daughter’s eyes were wide and shining, and the smile on her face said everything. With my blessing, I’d told her to pick what she wanted, and she now held a large, bright pink box. She was in love.
I’m an indulgent father, but I’m also a critical shopper. I checked the price and then looked over the box’s description to make sure that we’d receive good value for the cost. I don’t like cheap goods or toys that won’t give a nice playtime return on my cash investment.
The Hasbro Littlest Pet Shop Round and Round Pet Town Playset my daughter held looked like a quality build. It was hard to tell as the plastic window of the box only let me see what Hasbro wanted me to see. There seemed to be plenty of areas she could manipulate and the set came with toy animals to play with. “LOTS of animals,” she pronounced, enraptured.
Targeting Effectively: A Perfect Shot
Hasbro is smart. Hasbro has invested the time and money into knowing its target market inside and out. The company knows the buying habits, demographics, behaviors and emotional states of its ideal customer. It all leads up to a sale.
Hasbro has hit the target market right where it counts – my little daughter’s heart was the bull’s eye. Hasbro knows very well that busy parents with children generally have soft hearts and can’t say no. They also know that these parents want to move fast and get out before the child falls in love with a second toy.
“Okay, come on.” Just like Hasbro predicted, I ushered my child and her box to the cash – fast. I didn’t read the fine print or check to make sure how many parts were in the box. I had the price, a general idea, and a child in love. End of story.
Takeaway lesson: Know your target market and customer demographic like the back of your hand.
Misleading a Customer: Sales with No Conscience
Half an hour later, I had a child in tears. “WHERE are all the animals?” She wailed her disappointment, holding two meager animals in her hand. “The box says RIGHT HERE that there are LOTS of animals, Daddy!”
My daughter grabbed the box and pointed an accusing finger at the picture on the back. Animal figurines of all shapes and types cavorted happily in the Round and Round Pet Town Playset – but only two came included with the purchase.
My instant reaction was to make note of the figurines and inwardly vow to purchase more. My daughter was of the same opinion. “Let’s go BACK, Daddy. They didn’t pack this box right. Let’s go tell the store and get more animals.”
Had I had less resolve, more budget and a store within five minutes, Hasbro might’ve had exactly what they wanted – repeat business. They didn’t care how they got it; they just wanted it.
I was angry with Hasbro. My daughter felt cheated and so did I. You see, Hasbro didn’t care about what type of problems I might have because of their uber-effective marketing strategies. They wanted a sale. They wanted a child to fall in love with their toys so that child would demand more of the same. They wanted parents to fall in love with their child so that the parents would fork over more money on demand of more toys.
I silently vowed never to give Hasbro another dime of my hard-earned money again.
Takeaway lesson: Misleading your customers to land a sale doesn’t earn you repeat business.
Better Business: What Hasbro Could Have Done
The episode with Hasbro’s Round and Round Pet Town Playset offers some valuable lessons for any businessperson.
Hasbro could have accurately represented what the client would be receiving for his purchase. The packaging could have been just as attractive and appealing without adding in images of items that weren’t included. The target market would have been happy and the paying customer, too.
Hasbro would have earned a repeat business had they been upfront and used less misleading packaging designs. My daughter would have wanted to collect more figurines and I would have been willing to pay the cost to keep her happy. We both would have loved Hasbro.
Hasbro could have also earned word-of-mouth referrals from me had they presented their product accurately. Word of mouth is one of the strongest, most powerful testimonials of satisfaction. My recommendation of their product to other parents could have increased their sales.
When in business, don’t be misleading just to land a sale. Go for the long-term potential of repeat business through customer satisfaction. Sure, make your product or service look as appealing as possible for your well-researched target market, but be sure that what you promote is exactly what the client will receive.
After all, you don’t want to be the next Hasbro, do you?
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James,
This one is like a page out of the Book of Brett. You know, having 4 kids and all, this happens *all the time*.
If I could just append one thing to the excellent post you wrote, it would be to also not be the Dollar Store of toys. People sometimes buy toys for our kids from the Dollar Store because, well, if you’re buying for 4, it is a bit pricey.
And you know how Dollar Store toys are… I end up fixing them 5, 6, 10 times before there’s no more plastic left to glue…
Shiny packaging and a low price can seem attractive… until you take Super Action Man out of the box, and his arm falls off.
Brett Legree’s last blog post..from dusk till dawn. a story about running.
Poor Super Action Man!
James,
The targeting is what did it. Sadly, you’re right. They read you like a book and knew you wouldn’t read the fine print while standing in that gaudy aisle filled with other wallet-breakers.
It seems there are few large toy companies that can resist giving less for your money than you thought you were getting these days. That’s not far off for large providers of any kind, from insurance to car dealers to fast-food. With large businesses, the consumer is being trained to look for the hitch.
More people are looking to small business right now, in a backlash against that sinking feeling they get from so many big companies. Repeat and referral business for the little guy. Hmm. Maybe I should do a series on that.
Love the title and the surprise ending. Good stories about the Big Boys are fun, and this one was twice as fun since that’s what I thought I was getting. You totally had me.
Regards,
Kelly
Kelly’s last blog post..Brand Propheteers: Part Two Is Tricky
@ Kelly –
Gen X and Y are extremely skeptical of big businesses and shun them like the plague. They’ve been had one too many times and you’re right – they know there’s a hitch, so where is it?
Makes for some difficult marketing and some extremely effective campaigns. Big companies pay a lot of money to zoom in and hit where it counts.
Now I have to think on what you said today. Very smart.
I hate it when you buy a toy, bring it home, and then you notice the fine print that says “requires 6 D batteries – not included.”
As a father myself, I’m sorry to hear your daughter was sad
This is the perfect example of overselling and under delivering. What worse could you do in business?
Need I say more?
John Hoff’s last blog post..How To Buy A House Like A Real Estate Investor: Part 3 – More On Dealing With Down Payments
How infuriating! I’m sorry for your daughter – but can’t say I’m surprised at Hasbro. The best marketing is ETHICAL marketing, but that genre seems to be totally lost on the majority of corporations today. And as Kelly pointed out, that’s where the little guys like us can come in. We can make sure our marketing is ethical. Key to business success: underpromise – over deliver. I try to always do it, and I know you guys do, too.
Christie’s last blog post..Don’t look cheap – part two
Littlest Pet Shop, eh? My daughter loves that stuff, too. Guess I’ll have to read the fine print if we ever encounter that one…
If it isn’t the Little Pet Shops, it’s the My Little Ponys, the 3 million mutations of Barbie, or the Disney Princesses… all going for the heartstrings of the kids and, indirectly, the parents.
I am curious about one thing, though: was there anything at all on the packaging to suggest that you really would get all of those animals or was there sneaky fine print that said that only two little animals would be included?
Mark Dykeman’s last blog post..What time should it appear?
As a business consultant by day, I have to say your post intrigues me James.
Your point is very well made BUT>>>>
Imagine if all our companies had the privilege and pleasure of having our target market, driven to the store, asked what they want, told them they didn’t have to pay, delighted in giving it to them, helped them set it up or put it together, made it work for them, and then went and paid the visa bill denying themselves the new gadget they wanted to insure that our target market was happy.
You gotta admit, it’s a good gig!
Smiling….
Harmony’s last blog post..Help! I Want To Lose My Mind
@ Mark – They put cardboard cutouts of the little animals in strategic spots inside the packaging to make the playset look more populated than it was at a glance. On the back of the packaging, there was a picture of the open playset just littered with little animals.
@ Harmony – I can’t wrap my head around that this early in the morning…
@ Christie – I agree. Ethical marketing is the very best kind. It’s okay to sell what you have, but there are right ways and wrong ways to sell.
@ John – Bait and switch is slightly more evil, but it’s a close call.
I wonder if Hasbro has Google Alerts on…
James,
Don’t be surprised to get an email. The day I wrote my post about Microsoft Live Writer sucking, I got a comment from a guy at Microsoft. Same day.
We actually had a pretty good email exchange, afterwards.
Brett Legree’s last blog post..from dusk till dawn. a story about running.
Hotwheels.
That’s what my youngest was into for the longest time. It didn’t matter that he already had 70 or 100 or whatever it was, but he was always wanting more.
Then it was Bionicles…
Now we got both kids Nintendo DS’s. By limiting their playing time, earned from doing well in school, and finishing their daily homework in a timely manner, we’re trying to achieve that balance of leisure time of game-play, toy-play, and reading.
Thanks for sharing, James.
Nez’s last blog post..5 More Simple Pleasures
Grrrr. Don’t get me started….Kiddy crack dealers…:0 Which is why I would much rather see someone like this succeed: O. P. Taylor Toy Shop in Brevard , NC. I found it on one of my location trips near Asheville. And they have an on line catalog that’s fun. Seriously, google it and go there. Look at his message.. and a keyword search will net NO Hasbro toys…think he knows something that Hasbro doesn’t…look at his promises, the experience offered. His return policy. His shipping. His selection. Toys are supposed to be fun.
Poor little one…how much nicer to position it as a starter collection set… build her delight…instead of set up her disappointment.
Janice Cartier’s last blog post..72 Million and a Ball of Twine
This is why my parents had us playing with wooden blocks and Lincoln Logs and pick-up sticks. No collectible items.
We flat-out couldn’t afford it. We kids knew that. It was just sort of a given in our house that other kids had stuff that we were never going to have. It’s remarkable how easy it is when that’s just a flat fact.
Tei – Rogue Ink’s last blog post..Talking to Yourself: Why Going a Little Crazy is Good for Freelancers
I know we’re really using Littlest Pet Shop as a metaphor, and the point isn’t toys.
But I have to say, the ones I dislike the most – and I have three boys, so I know this well – Hot Wheels.
They never, never, never work like they do on the TV. The tracks they use on TV must be made of stainless steel, and the cars probably have miniature traction control systems to keep them on the track.
I’ve never seen anything work, none of those sets. And then you have three unhappy little boys.
Now my little girl, we know about Littlest Pet Shop…
Give me a big box of Lego. It works, as advertised.
Brett Legree’s last blog post..from dusk till dawn. a story about running.
Curses..and curses…don’t get me started….
Always read the fine print. But dang it all to heck…you shouldn’t have to, it’s just plain wrong. You shouldn’t have to bring your attorney to the store to read the packaging before you buy your kid a toy.
This is a soap box issue for me…where’s the integrity…..
grumble..grumble….
Wendi Kelly’s last blog post..The Attitude of Staying Put
James,
“Think on what I said today”? I didn’t say that much…. But okay, I’ll take ” very smart.”
Brett,
Microsoft is becoming known for their stealth-watching of what’s being said about them. I’ve heard a few folks say they heard from somebody at MS after writing a post. I suspect James should not hold his breath with Hasbro. (I have a very interesting company watching me though I don’t know why. Can’t say who, y’never know they could be here too. There are eyes everywhere. Maybe on your super-secret confessional blog.
)
Until later,
Kelly
Kelly’s last blog post..Brand Propheteers: Part Two Is Tricky
Kelly,
That doesn’t surprise me about Microsoft. Hmm… *IDEA* start my super-secret confessional blog, tell them I’d truly love to be on the payroll and do absolutely nothing…
Worth a shot!
-Brett
Brett Legree’s last blog post..from dusk till dawn. a story about running.
I remember going through a comparable experience with my daughter and Barbie. On the commercial for a particular Barbie a few years ago, they showed her moving and actually talking. Well, my very young (at the time) daughter just HAD to have that Barbie. She never said why.
Of course, when Barbie did show up under the Christmas tree and didn’t talk or move we found out what her expectations had been. She had wanted a doll that talked and moved just like what she had seen.
I also remember someone getting her clothes as a gift that they had bought from a bargain store. The seams fell out the very first time we washed the outfit. I am NOT kidding.
The good side is that it’s all a learning experience. Fast foward ten years, or so, and I have a kid who is a VERY cautious consumer. While most teens want whatever trend, she’s very careful to look for the best price and quality combination. It’s almost funny to hear her say (and she does often)
“$X for X, that’s a RIDICULOUS price for that! I’m not paying that”
Then she goes out and looks the item up on the Internet and researches until she gets the best quality at the best deal. She’s found a great teen second hand shop nearby and got a dance dress, lightly used, for $10.
She’s the only kid I know that does this.
Oops . . .oh, have I fallen into the proud Mom mode. Yes, I have. Slap me someone . . . It’s all too easy to do.
Anyway, hang in there. Your daughter will learn from her disappointment.
Laura Spencer’s last blog post..Are You Growing as a Writer?
James, I swear you must be a writer for Family Guy, or they just read your Blog post. This was on TV last night…it’s worth checking out.
http://youtube.com/watch?v=q9J7vLk0WZM
If the link dosen’t work, then just google “Hasbro’s best thing ever”
(Boy, did they EVER hit the nail right on the head)
Friar’s last blog post..Cubicle Envy?
It makes me so mad when stuff like this happens, and I don’t even have kids! Kelly’s right though, our generation(s) are so much less trusting with big companies. But then, at least for me, it’s not just big companies. I’m pretty wary of smaller companies too, because a lot of them seem like it’s all about making profit. Not all of them, but some come off as quite sleazy.
@Harmony – When I was little, we used to have this thing called “Toy Testing.” Mattel would call kids into the office building, stick us in a white room probably with a video camera, and have us play with the toy that was being tested. I recall being asked to tell a story about what Barbie would do in a certain “mall” play set… even then I couldn’t tell a story to save my life. I think the tester actually cut me off in the middle of my story! Anyways, the best part of that was getting to pick a toy out of the closet at the end… any toy we wanted!
@Brett – My brother used to be obsessed with How Wheels! They used to be so much fun! I wonder if it’s a quality isn’t what it used to be sort of thing, because we used to play with Hot Wheels for hours on end. I wonder if my brother still has some of his old sets…
Yes, Legos are awesome.
We were also HUGE fans of Polly Pocket. The ones nowadays are so big… I understand why, but it kind of ruins it for me now.
Allison’s last blog post..Cinco de Mayo Roll
@ Laura – Cheap but decent clothes: Ross, Marshalls, and TJ Maxx. Wonderful places. I got 2 dance dresses for $20 back in high school that I still get good usage out of, and have found great dress shoes, jeans, and a business jacket.
Allison’s last blog post..Cinco de Mayo Roll
If my mom had been able to afford toys like that, we’d have been the first family in that customer service line. My mom liked proving a point. Even if it meant wasting five hours to do it. She really hates that as a grownup I trash the stuff that I order online and end up hating. She doesnt get that sending stuff back costs more than the original purchase. But I like her style. If more people were willing to demand satisfaction, maybe these losers wouldn’t get away with ripping off little kids.
Amy’s last blog post..Imaginary Therapist Syndrome for OCD: a Batshit Crazy Guide to Productivity
Compassion for the little girl caused emotion to inform me that this action by a reputable (so called) company was guilty of arrogance toward an innocent child.
Such arrogant disregard for the feelings of a little one to my way of thinking
deserves to be treated to a very harsh public reprimand to have a positive effect
on the leadership of Hasbro. our little ones are deserving of protection from such stupid practices.—Doug Rosbury
Nice post. That was dead on the money.
The Movie Whore’s last blog post..Hollywood Switch: Ryan Reynolds edition
Here’s another lesson: make people’s kids sad and they will want you DEAD.
Sonia Simone’s last blog post..How to Take a Punch (Without Hitting Back or Sinking to the Mat)
In the first sale, make sure that you give customers what they ask for and that products are of good quality. That way, you help to foster brand loyalty.