This quote is by Robert Stephens, Founder and "Chief Inspector" of the Geek Squad, from his speech at last week's Marketing Society Conference in London. He has been able to grow his computer repair business from a one-man start-up to a company employing 15 000 "agents" in the USA, and secure a UK launch with Carphone Warehouse, all without the need for advertising. How? By designing every single bit of the Geek Squad experience to maximise impact and create word-of-mouth.
The name and logo were inspired by TV cop shows like Dragnet and Police Squad. Stephen's wanted a name that sounded "more like a movie that a standard service" to create intrigue, make his business sound bigger than it really was and leave space for the brand idea to grow. I love this idea of a brand story with different "episodes", rather than something linear and predictable.
At the heart of the business are the "agents" with their unforgettable uniforms, black clip-on ties (to stop you being strangled by nasty printers) and Geek Squad badges. Then there's the Geek Squad cars, also designed to get noticed, with vintage cars at the start and now VW Beetles. But perhaps the best illustration of Stephen's genius are the shoes. He was told that with 15 000 agents the company could get a free logo on the side of them. Instead, he asked for a reversed-out logo on the soles. Why? Because this meant branded footprints everywhere his agents go. Think about it. 30 000 shoes, 100 steps a day... that's up to 3 million free GRPs a day!
The distinctive tone and style is translated into a brand language that communinicates efficiency but with an amusing twist. You're confident the job will get done, but entertained at the same time. For example, the company's employees are described as 'an elite tactical unit of highly trained Agents that focus solely on computer and network support'. And the Geek Squad units inside computer retailer Best Buy are christend "precincts".
But as Stephens points out, all this emotional appeal works only because it is built on the foundation of a great product. This started with him looking at each step of the computer repair experience and
highlighting numerous ways to make it better, such as explaining repairs in
language people understood and arriving 5 minutes
early for his appointment. Not rocket science, but doing the basics better than the competition in lots of areas, that together create differentiation. New features have also been added over time,
including:
- Service guarantee: If you're not completely satisfied with our service, the problem is remedied fast and free
- Nationwide coverage: Over 700 locations available nationwide, including Hawaii and Alaska
- Flat rates: removes the nauseating pain and discomfort often associated with billing by the hour
- Not third party: Any Agent that enters your home or office or that you see at Geek Squad Precincts and stores is the genuine article
Beyond the customer appeal, the other big benefit of having a remarkable product is employee engagement. Geeks are no longer languishing un-loved in the IT department. They get to be part of a gang who share the same interests and hobbies. Furthermore, getting into The Geek Squad is made into a challenge, a job only for the elite as described by their recruitment ad:
Recruits wanted to eliminate all evil computer behaviour. Faint of heart need not apply.Candidates undergo a gruelling screening process — not unlike that of the FBI or Interpol. If you've got drive, strong customer relations skills, excellent button-pressing savvy and a mildly odd affinity for government-chic attire, you may be Geek Squad material.
5-minute workout: imagine all your advertising budget was cut. How could you innovate every aspect of your product or service to make it more impactful, memorable and remarkable like the Geek Squad. If they can do it with shoes, what can you do it with?
It is a well executed post. I like the diagram most. It is a helpful informative post. Thanks for sharing this great information.
Posted by: free stock tips | February 07, 2013 at 10:01 AM
This is so cool. I am such a huge fan of their work. I really am impressed with how much you have worked to make this website so enjoyable.
Posted by: Commodity Tips | February 06, 2013 at 01:24 PM
Thanks for sharing the information. That’s a awesome article you posted. I found the post very useful as well as interesting. I will come back to read some more.
Posted by: Commodity Tips | February 06, 2013 at 01:23 PM
i like your post really intresting information about stock market.thanks for posting the information.
Posted by: BUSINESS ANALYST JOBS | December 19, 2012 at 05:05 AM
Congrats for making it possible for creating this blog. I may not always visit this blog to see more updates but i really like your blog
Posted by: BOMBAY STOCK EXCHANGE | December 08, 2012 at 09:23 AM
Really i am impressed from this post....the person who created this post is a genius and knows how to keep the readers connected. Thanks for sharing this with us.
Posted by: INTRADAY STOCK TIPS | November 09, 2012 at 04:39 AM
its amezing sharing ,all news are really wonderfull
Posted by: EQUITY TIPS | October 29, 2012 at 12:03 PM
It is hardly possible to take the eyes off the screen and stop reading this blog.
http://www.surveytool.com/research-solutions/
Posted by: Research Services | October 24, 2012 at 08:43 PM
Awesome post,there are many person searching about that now they will find enough resources by your post.Thank you for sharing to us.good work keep it up.
Posted by: combivir | July 18, 2012 at 01:07 PM
Napagtanto mo maraming nito halos mahirap magpakilala sa iyo (hindi na ako talaga ay kailangan ... HaHa). Mo tiyak na maglagay ng bagong iikot sa isang paksa thats ay nakasulat tungkol sa para sa taon. Nice bagay-bagay, lamang mahusay na!
Posted by: sous vetement pas cher femme | July 17, 2012 at 09:04 AM
Id love to write a review for the show Yo Gabba Gabba b/c they ptorome the best values and both my 10 month old daughter and my nephew adore the show, they learn dances and songs as well as manners and core values that i agree with. I also dont have to worry about it teaching bad habits or words to my little ones
Posted by: Jadson | July 08, 2012 at 09:54 AM
Hey TLC,Thanks for checking back with my blog. I don't know why you are haivng trouble seeing it. No one else has problems with it. Very Strange!! When I look at mine...it is exactly like yours (With the exceptions of your new colors!) I, unlike you, am Not married to a computer nerd...so I have no one to help me with colors and designs. I would LOVE to have a more unique website design.:o( About all I know how to do is type and post pictures. ha ha. I'll try to mess around with it though and see what I can figure out. Hope you have a great day!
Posted by: Luisjussyf | July 06, 2012 at 08:29 PM
“I’d love to write a review for the movie:The Princess and The Frog”My opoinin on this movie its very dark, My daughter is 6 and had nightmares believe it or not. Its has more adult humor than being child friendly.. It talks about voodoo and spells.. Yes its a PRINCESS movie but in my opoinin its aiming for an older crowd!
Posted by: Mohammad | July 06, 2012 at 07:25 PM
I would like to write a review for: Hannah Montanah. After 5 day in a Uhaul mivnog from Texas to Washington, you would have thought that my then 8 year old would have gotten sick of it (she is limited on episodes on DVD) but we still faithfully watch Hannah and she is really upset that it is ending. But it does teach morals and life lessons to the older babies in our homes.
Posted by: Laura | July 06, 2012 at 07:05 PM
I would love to write a review on Alvin and the Chipmunks the Squeakquel . Yes, it is tollaty cheesy and the acting is very bad, but it is wildly entertaining for my 3 year old and myself (not so much my husband he just endures). The music is ever so catchy and for some reason these chipmunks hold a special place in my heart much like their toon counterparts of olde: the California raisins and the Teenage Mutant Ninja Turtles.
Posted by: Khalifa | July 06, 2012 at 05:02 PM
depends on where you live. you start @ around $10 uallsuy and at the tops end like $18. when i got let go i was making 16.29. i was working there for 2+yrs and for best almost 10. also they dont hire often so it will be much easier if you know someone there that can tell you whether or not they are hiring cause the do it very little.
Posted by: Gilbert | July 05, 2012 at 01:40 PM
Nothing wrong with beeing a geek but then that's just me. Sometimes you get banedrd with a certain clique that is not who you really are, just because you happen to be smart, shy, and scrawny So, I think the most important thing you can do in the summer is to get to know yourself better. Who are you really? Don't think about what other people say or who you feel are cool in school. Figure out what you truly want to do, what music you truly love to listen to regardless of what the cool people are listening to, what you like wearing, what you want to be when you grow up, etc. etc. Then when you are confident in who you are, then you can find cool clothes, shoes, sunglasses, wrist watch, necklace, backpack, etc. that matches your style and not just a mimic of everybody else. Brand name or clothing style is not really what makes somebody cool , it is the way the guy wears the clothes that is the secret ingredient and that's attitude/self-confidence. Of course it matters that the clothes you wear compliment your skin-tone, eye-color, body-shape. But, a lot of times, that's instinctive. When you wear something and look at yourself in the mirror and feel icky, then chances are, it is not a pleasing combination.About the muscles that has nothing to do with being cool . You should exercise/workout to be healthy. And you'll need muscles for strength not to look cool . What people will see is the health emanating from you which is perceived as youth and longevity . You know, like those skinny girls out there, they think being skinny is cool but then they go to extremes and then they just look sickly like Lindsey Lohan at one time And one more tip (from a girl who was the most popular girl in school) what people really dig is not how you look but how you make others feel when they're around you. If you look drop dead gorgeous but you make everybody feel like dirt when they're around you, then they'll just find something to hate about you.Good Luck!
Posted by: Ashley | July 05, 2012 at 09:08 AM
Nike Air Flightposite Shoes Silver Black
Kobe Basketball Shoes. Lebron James Shoes. Nike Air Flightposite Shoes Silver Black. ome ice melting products provide the recommended application rates on the box/bag, so this would be the first place to look for the ice melt product that will be used. One of the most beautiful things about the kanji tattoos is that each of them is an ideographic character. In order to help you company to stand up and prosper, customer support is really important. f you are tight on your budget or have low income then its the best option for you. Nike Air Flightposite Shoes Silver Black. Teachers and employers will usually recommend the best kind to purchase. ne more little know fact is that canvas usually is made a little large and then after you buy the tent it is recommended to set the tent up on the frame and soak it with water. ouisianaOpal produced here is a sandstone/quartzite composite with precious opal cement and matrix. Plastic hangers are common in most homes. Basketball shoes. Nike Air Flightposite Shoes Silver Black. You will also find that this chin strap will stay on, and will not come off at night. There are majority of hikers who use packs for their pet dogs.
Article Source: http://www.shopbasketballshoes.com/
Posted by: Basketball Shoes | June 15, 2012 at 02:51 AM
Very interesting! I have no expert, but I want have to know more and more, on your blog just interesting and useful information.
Posted by: extreme bondage | September 05, 2011 at 05:14 PM
Wow, nice post,there are many person searching about that now they will find enough resources by your post.Thank you for sharing to us.Please one more post about that..
Posted by: viagra | August 03, 2011 at 02:49 PM
Thank for give us this type or introduction via through your blog. I have created also one site related to computer knowledge you can visit it and if you need to make any correction you can send em your advice via through blog page..
Posted by: Online Computer help | June 23, 2011 at 05:20 AM
You can keep daily track of their conversation and then checking them you may get clear intimation on what’s getting in their life and what is going to be their next step therefore you'll be able to be able to face such issues. oldsters continuously attempt to safe their children however they must get enough time to organize them self. Key-logger provides total preview of what’s progressing to happen in your kid’s life.
Posted by: computer problems | June 23, 2011 at 04:48 AM
I just couldn't depart your site prior to suggesting that I really enjoyed the standard information a person provide for your visitors? Is going to be back often to check up on new posts
Posted by: Childrens books | May 10, 2011 at 10:32 AM
Blog marketing - a major part of the Internet marketing mix has gradually grown in the last few years - i.e., from 2003 when different monetized variants or models of blogs began to emerge. The use of niche business blogs by individuals who are passionate about their niche markets - and by small businesses to make money on the Internet and for building customer trust can be rewarding.
Posted by: Blog marketing | May 04, 2011 at 02:25 PM
I have no advertising budget. I use only organic traffic through the search engines. My product solves the problem that they typed in to the search engines based on the keywords my site is optimized for.
Posted by: dr dre headphones | April 25, 2011 at 02:53 PM