Say, I want you. Finally! Cause you’re cool and seductive. But, you have to be cheap and easy, that’s just my taste. It’s even oke for me to put some effort in you. I’d search for you (online), and pay for you (€15 till €30 per month, I said I was looking for cheap and easy). And although I will not promise to be fateful to you forever, if you don’t cross me and perform as expected I will not leave you. Unless off course I am seduced by a new mistress, with new golden promises. Why, I ask, why can’t I find you? Why do I have to make such an effort? And I even wanted to pay you.
Oke, I think I made it pretty obvious I wanted to purchase a credit card. To whom can I give my money? About a Turkish bazaar and a lazy dinosaur.
Marketing is about exploiting commonalities of large enough groups of people. Thus, about exploiting the obvious. Well, I am male, heavy internet user, main earner of a household, young professional and customer of a large Dutch bank (ABN AMRO). Why did no one ever offered a credit card to me. Not even my own bank, who should know me well enough? Strange isn’t it? Oke, fair enough, I’ll have to go out there and look for myself.
Old fashioned commercials have jammed one name into my brain very solid: Visa. Via WOM I am also familiar with ‘ANWB’, a Dutch provider. Cause the law of Gestalt (which stipulates that something that is more close to you is preferred)is strongest here, I surf to ANWB.nl. The site resembles a Turkish bazaar, where 1001 flashing and moving rebates and actions seem to jump at me. Buy me! Take me! Alas, after some searching I discover that their cheap and well featured card is only for ANWB customers, bummer!
Oke, What’s next for me? The mere exposure effect (which says that something you have seen, even if at was once, and even if you don’t know anything else about it is preferred) kicks in. Their site is much less aggressive, but alas not much better. Visa suffers from the product centric disease. This is something company’s can have, which leads them to think they are the most important thing in the universe, and everyone knows all about Visa and their product. Well, I don’t! Results of this disease are rather funny, because when I go to ‘Visa for you’, al their possible cards are presented to me. And I have to click on each single card, and write down the differences between then, and research some strange technical words. Only then I know which card is best for me. Is there no one at Visa who can translate those quite obvious needs into a comparison tool? II don’t want a card form such a dinosaur.
Last attempt, my own bank. They know me, and have all my data. Even better, since the credit crunch, I own a piece of them! After finding their credit card (can I find it at pay, lend or other services?) it gets even better, they have the perfect card for me! Cheap, low interest, and even travel Insurance is included. Alas, my bank is still a lazy dinosour.
I have to download, fill in and send (per old fashioned mail) a huge form, with more than 50 items! And after receiving this thing, they’ll let me know something, after a week. Stupid me, thinking I already was their client, they had my data and autograph, and would make it easy for me to give my money. For now, it stays with me…
What do you think, am I a lazy and spoiled consumer, or should those company’s at least make some effort to meet my contemporary and obvious needs in order to get my money?