#93 – “Cruise Controversy, Is Google Penalizing You for Duplicate Content, Gift Card Solution, and a BIG Marketing Lesson from Nielson Research”
February 2, 2010Episode #93 – “Instant Human: Just Add Coffee…” 
Feedback / Questions: Send me a message or question about your business, you just need a webcam connected to your computer. It’s fast, easy, and free. Note: You might be famous! In submitting a video, you agree to the possibility of having your video shown in a future episode of the show. Click on the ‘reply’ button below…
February 2nd, 2010 at 10:03 pm
A reminder:
Let me know your opinion about Royal Caribbean Cruise line continuing to visit Haiti – are they insensitive or helping Haiti in your view?
Andrew
February 3rd, 2010 at 12:13 am
Hi Andrew,
about this envelope, do you know why did you open it?
and how many bills have you binned before opening this one?
how many people have binned the Nielsen envelope with the bills inside?
Cheers
Keep up the good work
Vincent
February 3rd, 2010 at 4:26 am
I say if Haiti is getting income from the cruise line, more power to the cruise line-They are actually helping the country out–
February 3rd, 2010 at 4:29 am
Hey Andrew, that’s an interesting question about Royal Caribbean’s handling of their relationship in Haiti. Unfortunately, they ‘missed the boat’ here (ouch). I can see their side of it, and might even be likely to believe it…IF they had more aggressively and proactively gotten their message out. I mean, really…didn’t anyone in their organization see the potential for backlash and ‘misunderstanding’ (if that’s indeed what’s happening) here? A BIG part of the problem, I believe, is that they failed to go on the offensive. As soon as they were able to confirm that they would continue with their normal routes, they should have leveraged every marketing and PR channel available with a positive message like “hey, we’re going to do our part to bring relief to the people of Haiti.” Imagine what that could have done for their image? This is a typical example of how we marketers need to be engaged in shaping the conversation about our products and services. Their situation really confirms your tag line, “Everything is marketing, and marketing is everything.”
February 3rd, 2010 at 5:12 am
Hi Andrew,
I think Royal Caribbean should suspend their cruises to the Haiti area and if they really want to help out, they still can donate to the Haiti Relief Fund (but I don’t think would do that). By the way I started getting the Microwave Marketing and I love the useful tips and ideas. On the envelope this should have put something like “Open immediately for your FREE gift!.” Any idea when GotBiz.tv shows will be updated and start back up on a weekly basis. Thanks,
Dr. Todd P. Sullivan
February 3rd, 2010 at 6:28 am
Hi Andrew,
Today’s t-shirt made me laugh when I read it. nice work! The guys from National Media Services are a creative bunch.
Haiti – let them support the economy – What harm does that do?!
Keep up the great work!
Tony
February 3rd, 2010 at 7:08 am
The intro seems to have changed (besides the gotbiz.tv logo.) it it now you in a boat rescuing people versus all those different colorful, career snapshots. I haven’t timed it, but it appears to be faster intro than your first episodes. i think that is what the questioner was asking about.
Haiti, tough call. perhaps no right answer, just opinions. I agree with the fact that RC should continue. They are bringing in dollars and jobs.. Everybody has a differnt part to play when helping out during a disaster. Some are medical, some are security, some are food distributers, some cleanup. Each group plays a part. RC is keeping the tourism up, keeping jobs (which lasts longer than 1 day of food). If they pulled out, what would these people do money to get food, shelter, etc. rely on the government…that is a plan
Besides, if something happened to Kissimee, FL, do you think walt disney world would close? most unlikely. Not the same situation, but the loose analogy might help.
February 3rd, 2010 at 7:34 am
I suspect that if they had pulled out they would have been criticized for that too. The positives of continuing to dock there are many, here are 3;
1. (I understand that) they are bringing relief supplies with them
2. If they stopped coming, there would be fewer jobs for Haitians.
3. The people on the cruise are presumably wealthier than most, and may be driven to fund-raising efforts of their own.
I would be interested to know how Haitians in the area where they dock feel about it.
February 3rd, 2010 at 7:49 am
Hey Andrew….
With the “Envelope ‘O Cash”, pretty simple answer. Read anything by Dan Kennedy in the Direct Marketing field(One recommendation” No B.S. Direct Marketing” book) and his partner Bill Glazer’s new book “Outrageous Advertising” and the business owner would have oodles of ideas that they could customize to their business and their client needs.
Off the top of my head: At the least, a simple color, clean handwritten font that said “Seriously – you’ve not experienced before what you’ll find INSIDE this envelope – I promise!” would work.
Haiti: Tough call. Robert has it right above. No right or wrong answer here, only the path of a businesses core values at work. Relative to their commitments to the government in the past, I would encourage them to continue doing business and making a big deal of it by hiring a publicity company w/ experience in this tragic affairs, hiring a director for their Haiti operations that has worked at the UN in a disaster relief capacity and aggressively hire as many Haitians to EXPAND their operations there and commit to being on the cutting edge, front line of it’s rebuilding – a partner in its future.
It’s an opportunity to evolve how they do business with their country partners, if they really think about it.
In addition, having executives taking turns at working a week inside the relief efforts to get a true field of what is needed would be a good idea. (yes, the publicist has some work to do here, for the cynical of you…)
So another words, rather than pull back, if they ARE committed long term to doing business there, they should PUSH FORWARD and take their commitment to a higher level. Profits in the country will suffer in the short term, but longer term, they’d have benefit hugely – plus, shareholders in their annual reports could have something to hold up and have confidence with the leadership of the company, as well.
A lot of ideas here on top of this, but running away from a tragedy they’ve already invested in geographically, in principle, is a bad implementation of any kind of business policy. It’s an opportunity for the company to grow in fellowship for their many-country partners and, perhaps, a whole new manner in which to do business inside these countries they use will evolve inside such an initiative.
February 3rd, 2010 at 7:57 am
The cruise line is doing the job right. They are helping Haiti and should continue.
I got 95% for a Home Depot gift card on ebay!
February 3rd, 2010 at 7:58 am
Buy something for your wife for Valentine’s day at Bed & Bath with the gift card!!
February 3rd, 2010 at 8:49 am
Robert,
The intro was changed almost a year ago so i didn’t even realize that’s what you meant!
The “new” intro is the exact same length as the old one – governed by the music.
Regards
Andrew
February 3rd, 2010 at 8:50 am
Andrew,
The reasonable thing for Royal Caribbean to have done was to declare a short moratorium on visits. They should have immediately canceled docking in Haiti and then began again about now with the press release about helping Haitian, etc.
I thought the Nielsen envelope looked pretty official. Anything else on the front would have paid it look like junk mail.
Jim
February 3rd, 2010 at 9:03 am
Re: Neilson Ratings Promo
Perhaps on the envelope they could have put something like “let us pay you for your time” in simulated hand writing.
February 3rd, 2010 at 9:12 am
Andrew, As always a great show. Thanks for the PlasticJungle tip. Maybe that will be the newest acquisition for eBay and they will make it into an auction for gift cards. A secondary market for breakage. Hope all is well. Keep up the excellent work.
Jim
February 3rd, 2010 at 9:43 am
I’ve been to that island as part of a Royal Caribbean cruise and it’s true, they do employ locals as well as support local arts and crafts. I don’t think this income opportunity for the locals should be abandoned.
February 3rd, 2010 at 9:48 am
There’s also cardswap.ca in Canada for buying and selling gift cards up here. I sold a restaurant card recently to try them out. Sold in a day.
February 3rd, 2010 at 10:25 am
Yes, Royal Carribean should continue. We live in Puerto Vallarta, Mexico and were severely hit financially when cruise ships stop visiting our city during the swine flu scare. Many people lost their jobs because of this. Consequently, local business were affected as well.
Haiti, just as our country depends on the tourist business. Stopping the flow of tourist is lake placing an embargo on the country.
I applaud the fact that Royal Carribean not only continues to contribute to the economy of Haiti, but also bring relief on every trip.
February 3rd, 2010 at 10:45 am
I think Nielson has an edge because of their reputation and long history. It’s why you happened to open that one.
When I was 12 in 1972 we were a “Nielson Family” and were selected to fill out the little TV diary, which my father took VERY seriously.
He would have been upset with me, I marked that I had watched “Wait ‘Till Your Father Gets Home” even though I was actually out riding my bike and missed all but the closing credits.
February 3rd, 2010 at 1:58 pm
Hi Andrew,
I believe RCC Lines are doing the right thing. They are paying the Haitian Government and dropping off supplies. That’s a good thing. If people onboard didn’t get off the ship, I don’t think anyone would be complaining. People need to lighten up and look at the broader picture.
As for Nielson, the marketer in me says I would have used the white space on the envelope to put a compelling message and/or, put something in the envelope using 3-dimentional mail techniques. Lumpy mail gets open more often than not. Andrew, what compelled you to open the plain boring envelope anyway? Do you have ESP?
Cheers,
Hal
February 3rd, 2010 at 4:07 pm
Hi Andrew,
I also looked at both sides of the issue with Haiti, and believe RCC is doing the right thing. To cutoff one of the few sources of income to the country when they need it the most and provide jobs for people in Haiti is heartless.
The fact they are also bringing in aid packages, though they aren’t obligated to do so makes them one of the few corporate entities actually stepping up.
February 3rd, 2010 at 4:39 pm
Dear Andrew:
Royal Carribean should continue taking the guests to Haiti>
Lord knows the country needs the revenue.
Where is it written that people have to stop living because of a natural disaster.
Makes NO sense to me.
February 3rd, 2010 at 7:43 pm
I think anyone who is enjoying themselves in any way anywhere in the world while there is a disaster in Haiti should be ashamed of themselves. But I agree, the people who are enjoying themselves closest to the disaster are the worst.
They should just reroute the ships to either Jamaica or Puerto Rico, that way people can enjoy themselves at a morally safe distance from the disaster (just until the mess gets cleaned up – should only take about 10 or 12 years to get back to normal).
February 3rd, 2010 at 7:48 pm
Nelson envelope, I received a similar envelope but only had $1 bill inside I thought it was a scam until i noticed it was a real dollar bill. A message I would have used to guarantee more openings is put a headline “Don’t Trash Money”
February 3rd, 2010 at 8:04 pm
I think that what Royal Caribbean has to do is to give a different spin and show on TV or on a Blog somewhere how they are supporting Haiti. People tend to believe when they see, and that will also give RC a boost on their image.
On the Envelop aside from the color and font skim they should put -”I know that your opinion and time is valuable, let me pay for it right know” or something along those lines. Great Show like always!
February 4th, 2010 at 4:23 am
Hey Andrew! Always a great show – I look forward to it every week.
On Haiti: I read comments early in the disaster, from an official of the government of Haiti who said that they very much wanted the continued visits from RC. Beyond that, I don’t really consider it any of my business. It is after all, a matter between RC and Haiti. But, I love the Internet: it gives everyone the opportunity to expose their armpits.
February 4th, 2010 at 8:03 am
Kudos to RC for adding a relief attempt in their cruise lines travel. I agree with other people that said they should have been more upfront with it though. It’s always good to keep an economy going, even if it seems “insensitive”. How much more “insensitve would it be for the families of the people that work there every day? “Can eat, because there’s no tourists to buy our stuff”. I’ve been in those types of places and talked to locales about that sort of thing and we (the tourists), are a large contributor to their financial “success”.
Thanks Andrew for a great show!
Matt
February 4th, 2010 at 8:39 am
Re: The Nielsen envelope.
Something simple like:
Do NOT discard!
Valuable Information Enclosed!
or
Please open to see our personal request!
or
Not JUNK mail! Please open!
Re: Royal Carribean Based on what you explained, I see no reason why people could not continue to enjoy themselves. People do it everyday in our country near pockets of poverty, if not mass distruction. It only took a week after 911 that comedy shows started up again in NYC. I believe they can overcome the negative publicity with positive publicity of their own making the points you did on your show. They have to get themselves exposed to what they are doing to HELP Haiti.
February 4th, 2010 at 1:00 pm
Andrew, the cruise line question hit my hot button, and my response is on several levels.
One, the generation before us was called the Greatest Generation; we will undoubtedly be called the Most Opinionated Generation. We seem to feel that our opinions are important and worthy of world-wide dissemination, and we are very judgmental, almost always without having bothered to give an issue quiet, responsible thought.
Two, from a marketing perspective (because that is what the question was about), yes, I think that the cruise line could have been more pro-active in advertising that it was keeping its tours going in agreement with the Haitian government, for the benefit of the Haitian people, and it could have emphasized its delivery of supplies with every docking, and its continued employment of locals, if only to stave off the inevitable criticism.
Three, there is no “moral” issue here, only opinions. The cruise line’s response to criticism, however, was inspired (“we can not abandon them now”). It is very likely more helpful to the Haitians to see that “life goes on” after a disaster, than not. The comedy clubs that opened in NY within a week of 9/11 were needed, as a palliative to a disaster of such horrific dimensions, just as most of the blockbuster films of the 1930’s (in the depth of the World Depression) were about rich folk having high times.
Four, for the people who think that the cruise line should have removed itself from Haiti, don’t you wonder what the Haitians would have thought? Possibly something along the lines of “nobody cares about us when it isn’t good times and fair weather?”They use our island for fun, and then disappear when times are bad here? They remove their commerce just when we need the jobs the most?”
We all have opinions. What makes an opinion interesting is evidence of clear thought behind it. And even after all that, heck, sometimes we still don’t fully understand the issues, and are still wrong. But marketing lives on, so we do need to attempt to anticipate the opinions of others, if only not to have our actions misunderstood. Royal Caribbean could have prevented the criticism, but it recovered its footing with aplomb.
February 4th, 2010 at 1:22 pm
Another in a long line of great shows, Andrew! I want to put in my two cents on the Royal Carribean/Haiti situation…I agree that this may be a tough call as to right/wrong…BUT…if the country has basically sold that chunk of land to RC for the purpose of tourism, then there’s no real problem with continued visitation. Yes, it may seem rather callous that well-heeled vacationers are basking in the sun sipping tropical drinks while a few miles away people are doing without food or water…but, at least RC is doing their part to try to bring in supplies.
Besides…you will find that situation in nearly every tropical vacation destination!! High rise luxury resorts along the beaches with sub-poverty level shantys a few blocks away.
February 4th, 2010 at 9:24 pm
Get paid for your opinion, guaranteed
or
Immediate payment for your thoughts
February 4th, 2010 at 9:34 pm
Regarding Royal C & Haiti, what that country needs more than anything is money right now. If the ships stop…more people will go without. I agree that a more pro-active PR approach at the onset would have been more prudent but it can be salvaged with a little work. Good job Royal C. The people need you. Ignore the hatrers. There is always some with a complaint but good for you for focusing on the greater good. Just get the credit press you deserve.
February 5th, 2010 at 9:24 pm
The Center for Media Research has released a study by Vertical Response that shows just where many of these ‘Main Street’ players are going with their online dollars. The big winners: e-mail and social media. With only 3.8% of small business folks NOT planning on using e-mail marketing and with social media carrying the perception of being free (which they so rudely discover it is far from free) this should make some in the banner and search crowd a little wary.
http://www.onlineuniversalwork.com
February 6th, 2010 at 6:55 am
Ruth, excellent observations.
February 6th, 2010 at 12:14 pm
Royal Caribbean International Cruises & Haiti – I agree with you Andrew – but if you think about it you can’t pass judgement by generalising – it is not as simple as that – in order to make an informed decision one has to look at the facts of each case at hand.
For instance, is any abuse being made of those suffering at the hand of tour operators? If so, I would have to object. If not, why not support the cruises? It goes BOTH ways!
February 7th, 2010 at 12:01 am
Hmmm, Nielson…
“Two gallons of Gas was poured into this envelope…”
“Why your garbage man will be digging this evelope out of your trash can…”
“Can you believe there are 500 pennies in this envelope?”
“Include this envelope in your next bank deposit”
“Are there really 5 dollars in this envelope – of course not! or is there?”
“Why we spent $6.25 to mail you this letter”
(inside point out $5 + $1.25 for mail/postage)
‘If you destroy this envelope you will be committing a federal crime!”
(isn’t it illegal to destroy the currency?)
(if you want to make it more official – cite the federal title, chapter, section of federal law)
“When you open this evelope you will realize the huge risk we took mailing this to you”
“Never do what we just did… it will cost your dearly”
‘If you’re not going to open this letter, at least use the contents to light your next cigar”
“Even if you don’t open this letter – Don’t throw it away… save the contents for a rainy day”
“This envelope and a cup of coffee will get you five more cups of coffee”
“Please don’t open this letter, please return it to sender… we made a mistake”
‘It will take you 30 seconds to read this an open the envelope – you will see that your just earned $100 per hour”
“Inside you will notice we’re going green – and we’re not talking about the environment”
“My mom told me to never put this in an envelope – sorry Mom”
I’m about to run out of ideas… for now… cheers,
February 7th, 2010 at 12:24 am
I already had blogged about my opinion on the cruise ships going to Haiti – Should Cruise Ships Go To Haiti? In Defense of Royal Caribbean
February 7th, 2010 at 12:25 am
oops and the URL seems to have gotten eaten – http://blog.amateurtraveler.com/2010/01/19/should-cruise-ships-go-to-haiti-in-defense-of-royal-caribbean/
February 7th, 2010 at 1:33 am
Jake, that’s an awesome list! The “sorry mom” one would probably snag me.
February 7th, 2010 at 1:44 am
Hey JD,
Thanks for the nice words…
February 7th, 2010 at 6:53 pm
The Nielson envelope could use CopyDoodles ( red lettering with a large attention grabbing circle, for instance) and in the circle say: Instant gratification inside!!
Royal Caribbean isn’t abandoning their employees. That’s a good thing. The wealthy are not smuggly continuing their vacations while people starve. It’s around them when they venture out of their protected beaches. The reality is that the island people are always suffering, whether a storm, earthquake or tsunami hits them. They have government and infrastructure problems that we can’t fix. They will continue to suffer after the money and aid reaches them. So it’s wise to keep cruising to help and to support the employees of the island. All of our tourist dollars filter better into their economy than hundreds of non-profit funding programs. It’s true.
February 8th, 2010 at 5:30 pm
Hi Andrew
Question
How good are links from sites such as yours?
regards
David
February 8th, 2010 at 5:42 pm
David,
I don’t really understand your question, can you elaborate?
Andrew
February 8th, 2010 at 6:03 pm
RC is in the right by any stretch- legally, ethically, and morally. The indigenous Haitians in the area were spared the suffering of their bretheren in Port au Prince and life goes on for everyone. Bringing in TONS of supplies by ship is a big help in the relief effort and of inestimable value in relieving the overload and distribution problems at the capitals airfield. I assume that RC did not charge ocean freight rates but rather did so as a humanitarian gesture. If RC failed, it was that they did not toot their horn. After all, “marketing is everything and everything is marketing.”
I am at once reminded of a similar incident that occured a few years ago in the southern Caribbean when a natural disaster devastated a country and caused untold suffering to the populace. The USA was quick to load amphibious naval vessels with heavy equipment, trucks, and a naval Construction Battalion, commonly referred to as Sea Bees. That along with hospital and supply ships were dispatched only to be denied access to land and provide the intended aid. The country- Venezuela. The complainant- Hugo Chavez. Some can never be satisfied with good intentions.
The only display of audacity is that of the tongue wagging ools.
JIMBO
February 9th, 2010 at 4:43 am
Andrew,
If Nielsen is going to spend over $5 per envelope sent anyway, they should have invested in PURL, or at least a personalized note on the front.
I.e. Andrew, take 3 seconds to open this envelope and I promise you will be very very happy.
Then on the inside it can have a personal url for the survey. http://www.nielsenpaidsurvey.com/andrewlock. This costs 50 cents more (depends on volume), but they’re spending $5+ anyway.
But you’re right. How many people threw that away? I would assume most people. If I get a plain envelope that says Nielsen Research as the return address, forget about it…it’s in the trash. Just a quick headline would make all the difference, even if they didn’t personalize it.
Curtis Mock
Fitness Business Television
February 10th, 2010 at 2:11 am
I suggest abcgiftcards.com is best website for online buying,selling of gift cards at cheapest price.
February 24th, 2010 at 5:32 pm
Hi Andrew,
I’m considering signing up for traffic geyser, but I’m a bit skeptical as their website doesn’t do a great job of telling you what you get. Just wondering what your experience with them has been?
Also I noticed you switched from viddler to blip.tv, just wondering why?
Thanks!
Great Show
Peter