Comments on: Talk to Chuck http://wordslinger.com/blog/2007/11/talk-to-chuck/ Corporate Poetry Thu, 20 Nov 2008 12:28:28 +0000 http://wordpress.org/?v=2.1 By: Britt http://wordslinger.com/blog/2007/11/talk-to-chuck/#comment-529 Britt Thu, 15 Nov 2007 16:51:36 +0000 http://wordslinger.com/blog/2007/11/talk-to-chuck/#comment-529 I'm glad you posted about Schwab. I've been thinking about them for the past two weeks, ever since I looked at their marketing materials for an investment account. Two things I find interesting: they're using a negative term--"hassle"--and making a positive out of it. And they really took the time to develop a community of customers in their private focus group. I'd bet that "hassle" was a major theme in the discussions. As a Gen Xer myself, I'd agree that Schwab has done their homework, and trusted their advertising team to develop a resonant campaign for this audience. I’m glad you posted about Schwab. I’ve been thinking about them for the past two weeks, ever since I looked at their marketing materials for an investment account.

Two things I find interesting: they’re using a negative term–”hassle”–and making a positive out of it.

And they really took the time to develop a community of customers in their private focus group. I’d bet that “hassle” was a major theme in the discussions.

As a Gen Xer myself, I’d agree that Schwab has done their homework, and trusted their advertising team to develop a resonant campaign for this audience.

]]> By: Maija http://wordslinger.com/blog/2007/11/talk-to-chuck/#comment-532 Maija Thu, 15 Nov 2007 21:09:34 +0000 http://wordslinger.com/blog/2007/11/talk-to-chuck/#comment-532 Good adds Britt. Thanks. The other day, John Cook wrote about Sleep Country USA's founder Sunny Kobe Cook and her wisdom. One of her lines is, "No matter what kind of business, no matter who your customer is, you need to ask your customer how you are doing." Schwab did that. Good adds Britt. Thanks. The other day, John Cook wrote about Sleep Country USA’s founder Sunny Kobe Cook and her wisdom. One of her lines is, “No matter what kind of business, no matter who your customer is, you need to ask your customer how you are doing.” Schwab did that.

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