Microsoft just opened their first online store. It’s boring. It just sells software.
The irony is that Microsoft is in the middle if a gigantic ad campaign to rally their fans: I’m A PC. I think it’s a fantastic campaign. It makes customers feel great. It’s the perfect response to Apple’s negative campaign ads.
I was in Redmond last week and went to the employee store where there were crowds of people buying "I’m a PC" gear. Kids were asking their parents for it. It was fun. They had shirts and mugs and hats and stickers.
A slick ad campaign is only the start of winning hearts and minds. You need to give people a way to participate. You need to give them the tools to show their support.
Microsoft: Get rid of the software store and create a fan store, where we can buy shirts and stickers and all that stuff that lets us be a part of the fun.
Lesson: If you don’t make it easy for customers to show their support, they won’t.
There is always this store:
http://www.zazzle.com/imapc
This lesson is overtrue but understated, Andy. A lot of companies seem to think they can get away with not giving deliberate instructions yet expecting results. They don’t consider the “silent complaints” that arise, e.g., a fan wonders where your promo materials are, then can’t find them, runs into broken links on your website, and gives up in exasperation. They consider it “not enough of a big deal” to let you know, and there’s a lost opportunity.
And if you need an example, here’s a company who sells logo merchandise to fans who will never be able to buy their products:
http://www.boeingstore.com/
No connection, I’m just one of those fans.