Note: I am now able to publish this post, originally posted 10 days ago. At the time, we did not have the proper music releases for the Holiday TV spots. These have now been secured for three of them. The following is my original post followed by the now released Holiday TV spots.
As everyone is painfully aware, this Holiday selling period will be unlike any of us have ever experienced. It’s going to be tough and for that reason alone we have been sharpening more than ever our message and media plan to reflect the economic reality.
This Holiday season the intent for our communication messaging is to convey three important ideas (at least we think they are important) . One, you can trust us to always have your best interests in mind. Two, we have a unique take on how technology and entertainment can make your life better and finally, you can always expect to find great prices. Ultimately our expectation is that, you walk out of the store happier, than when you came in.
As I’ve posted before (see “Best Buy’s Silver Bullet”), I believe our people are the most compelling reason to choose Best Buy over competitors. Over the past five years, we have taken significant actions to improve the consumer experience in our stores. I know we still have a lot of work to do (and always will as consumer expectations are always changing) but I also know from many sources that our experience is better. In categories where people are important in finding the right product (like TVs and PCs), our market share is almost 2x that of the rest of the store. Our mobile phone business has improved dramatically as we have increased both the expertise and availability of people in that department further making the point.
We need to do a better job in telling the people part of our story. In my time at Best Buy (9 years), we have talked a lot about our great assortments and pricing but much less about the efforts of the Blue Shirts in store and on the phone in helping consumers to find the right thing for them. And based upon the stories I’ve heard, I know there is a great story to tell. One of the campaigns that we are running this Holiday, “True Stories,” is an example of this effort. This work focuses on our people telling their true story on how they helped customers in past Holidays. We have other work that hits harder at the great prices message that is also necessary this Holiday. In order to get feedback on the idea and the actual spots for the “True Stories” work, I am attaching 3 final cuts. In looking at these ads if possible would appreciate feedback on the body of work as well as the individual chapters (spots). Look forward to your comments.
Stephen
Ashley
Charles
Barry, I am blown away!!! This is the story that we try to tell everyday to every associate and customer! I went and watched all of the rough cuts on Youtube. I am very impressed.
There are so many times in a day in which we are the inspiration for the customer. This marketing plan will help me, as a CEM re-enforce the expectation, to my associates of how to WOW our customers and show our associates that their contribution is truly valued!
During these times the people our people are going to allow us to win!!!
Hi Barry,
Great job with the videos. Very glad to see that the videos aren’t “scripted” (or don’t appear to be). Actually seeing the personalities of the people speaking is really going to help people connect with the brand.
each video tells a different story, from hannukah, to the military, to using technology to connect people, etc. They each reach out to a diff target audience, great job.
I agree that best buy has not done much to tell the “real stories” and this is a great start. I think customer stories would also be a great idea, why not give random customers flip cams when they enter the store and have them record their experiences from start to finish, then edit that together at the end for a little “true customer experience” montage.
great job!
p.s. might I also suggest a more branded blog?
A request: when you list URLs in your posts, will you please make them active links? It would be very helpful.
Thanks and keep up the good work on the site.
Barry,
Nice work. I enjoy the anecdotes, the visual grid, and the music. On average I prefer those spots where the employee occupies a relatively static location on the screen, as I believe it allows viewers to bond more with the employee while the grid imagery rotates in support of their story. When the employee shot bounces around too much, I lose some of that bonding amid all the visual flux.
Looking forward to seeing them on air. Congrats to you and your team.
Best,
RIck Julian
Barry, these ads are great! I especially liked Michael and his experience with the deaf customers. It was great how he was signing while he was talking.
These are all really good IMO. Very warm, personable and most importantly – they are ‘real’.
Great job!
First impression is good. Like the fact that you’re giving people holiday suggestions, rather than just selling. Webcam, iPod and Elf rise to the top. Sign language is a bit forced. Might tweak the tagline a bit. The comma looks out of place. Maybe just You. Happier.
Nice work. Thanks for the sneak peek.
I like the unscriptedness of the ads, although with the cuts inbetween some of the talking feels like parts of the stories were purposely cut out. Parts I might want to know.
I am excited to see Best Buy trying to communicate to customers on a more personal level. The overall idea of stories is great and will help distinguish Best Buy from other competitors this holiday season.
I think they are a little rough yet if you don’t mind my opinion. This year it will be more important than ever to get the perfect gift. Consumers will want something that is priced right and is meaningful. Meaningful because this economy has forced all of us to take a second look at where we’re spending our money and what is really important. The second spot that talks about Hanukkah would be more impact full if it talked more about why this girl wanted the iPod so bad. Instead it just comes off like a spoiled little girl not only got an iPod she got every single accessory she’d ever want and she would have liked to have had it a week earlier. People often complain that we’ve gotten away from the real meaning of Christmas and these commercials solidify that. Just some thoughts…
These are shaping up really well and I’m very excited for them to hit the airwaves. (Though I think this early Net traffic may be just as impactful, eye-opening. They’ve already hit the AdFreak blog, for example.)
One thing I want to v. respectfully disagree with in a post above: I find Michael’s sign language story really cool and compelling — and not forced at all. With a tip of the hat to @kedrock, there’s no better personal connection story than that one. A true story like that, highlight an interaction that exceeds customer expectations, is really energizing.
Great work all. And thanks to Barry for putting ‘em out there.
Good work with these. They are on message too. I know when I go in to Best Buy it is almost impossible for me to shop there without someone asking me if I need help finding something.
These ads come off as pretty genuine. More and more people want a company that comes off as real and not just a company seeking higher profits. These show the employees enjoy their job and enjoy helping out the customers. BBY has done great things with customer service. Job well done, Mr. Judge.
Wow!
I don’t know if it’s just been an emotional week with the election and all, but Stephen’s spot hit me right in the Adam’s apple. Raw and lovely. Not a bit of pretense or sap.
“This is their shot right here. This is going to the best Christmas EVER!”
Congrats.
Love the videos because they seem “real” and unscripted and therefore genuine and believable. Also like them becuase you do a great job of tying the emotional reasons why people buy a product – its not the hardware or the tech specs – its because what that product will mean to them or someone who recieves it.
None of them passed the “which store was that” test (CC, BB, Wal-Mart, Target, etc.) The same happens with beer commericals. They may be cute but if the consumer can’t tell you which brand it was an hour after seeing it, no cigar.
Barry — The Military Base commercial is tops. Not only is the storyline good, but the employee’s enthusiasm is contagious.
Barry-
I really like these ads and I think the personal stories they tell are great. The military base commercial definitely pulls at the heart strings.
To Bill’s comment, though, I don’t know if they really pass the “which company is this” test. I noticed that none of the associates (in the commercials you posted) actually say the name “Best Buy” during their stories. This means that if I wasn’t really glued to the screen and paying attention to the background imagery, I wouldn’t know what company this was for. Perhaps having them say something like “I work at Best Buy Store Number 182″ or something like that would help. I know that in my house, I am usually doing 10 other things during the commercials and hear them more than I actually see them.
I want to clarify one thing about the “which company was this” test comment in my earlier post.
That is not meant as direct criticism only specific to these ads. Given the overwhelming message assault on consumers it is very difficult for any company to say something meaningful that consumers will then “stick” to that one brand. Truck ads all say “my truck is tough” but many cannot associate the specifics of the message with each truck brand. Ditto for beer, financial services, cereals, diet programs, soft drinks, fast food, ED drugs, etc., etc. as well as retail.
My concern for these ads is that while the message is positive it could just as easily be associated with WM, Target, CC, etc. as BB.
I’m not a Best Buy employee, but an interested marketer in the Twin Cities that follows your blog occasionally. I think the new campaign is good and especially like the spot with the guy who works on the military base.
Regarding the potential to not know what company this is, I’d agree that it might be a problem. Just last night, I saw a TV spot for Sears, where they featured their blue shirted employee helping a customer. I think they said they were part of Sear’s Blue Shirt Appliance team. Not that Sears is your direct competition, but the similarities focused on people, all in blue shirts may make it difficult for your brand to stand out unless it’s stated a bit more strongly.
All in all, nice job on the campaign!
Barry, I’ve been busy working on my race team project so haven’t been to your blog until today. The ads are, in a word, GREAT!!!! That is exactly what I was talking about that will set you apart from everyone else. You have anticipated that personal, knowledgeable service is what Best Buy is about and that is what consumers need, want, crave and beg for. The little helpful idea things, and the enthusiasm with which the staff people deliver them, gives a really really good feeling about them. Could they use a little tweaking here and there, possibly from a technical standpoint. But from the big picture standpoint, this is awesome and I want to see a whole bunch more people and a whole bunch more true life stories….maybe even some follow ups from the people who bought the product suggested and how the surprise (phone ringing under tree) or idea (web cam with family overseas ) was received. Human Interest Stories – short and sweet. BRILLIANT. Would like to see the words Best Buy prominant so that you hear the story and subliminally register Best Buy in your brain. Great work!!! Love it….
Yea, i usually go with my first instinct and gut reaction…which was that of confusion and lack of interest. It’s very disconnected. I have no real attachment to the “story” let alone the visual creative. It’s as if the story could be real, but more likely fabricated as a means to sell a product. People hate salesmen, myself included, because I used to be one (at Best Buy no less). This is the last person I would want to hear this story from. Personal opinion maybe, but how many of me are out there?
I think this split screen is a bit constrictive, makes me feel as though I’m in a “box.” The execution is great, nice music, good energy from the acto……employee. I think maybe I’d care more if I could connect to the subject of each spot, i.e. the actual customer. The visuals are literal, yet somehow seem kind of random, possibly caused by the split screen. And what is with showing the store? We all know what a Best Buy looks like. I’m sure the property development team wanted to show of their new construction, but come on. Again, people do not like to be sold the store, the salesman, etc. They want an awesome shopping “experience.” I believe this is what you were going for, but it just doesn’t get me excited to shop at Best Buy. Right now, everything seems to be either abstract, funny, viral, or artistic. That’s what I want to see. Take it “outside of the box” and give the consumer something unexpected. Sure, tell a story, but don’t bore me with what I’ve seen already.
Hi Barry,
Have you ever looked into hosting videos on Vimeo? You can upload your content in HD so people can see your videos clear and crisp. It’s not yet as popular as youtube, but it’s great quality!
Great idea – the stories are good, vivid, funny and heartwarming, like it from the Blue Shirt point of view…..It accomplishes your objective of positioning the Blue Shirts as the go-to people for good ideas for a Christmas present, that solves a consumer problem and puts a human story on a piece of electronics.
But, this is important, ……the creative execution is not good at all. Too split, distracting, horizontal, not helping the story out at all…..need to work on execution, but the idea is excellent.
I think you’re on the right track with some simple storytelling. The core of these spots — the anecdotes— are pretty good. However I also have to agree with two comments:
First of all, if you’re going to go with the “real people” approach, just let them tell their stories. Don’t distract the viewer with a split screen and seemingly unrelated visuals. Seems like the art director was just trying to add some visual tricks to the spots, but all he did was mess up a good thing. They could use some merciless editing also. Why waste time introducing the guy and the store number, just get to the story. What’s important there is that it’s a military town.
Also, I agree about the spots being a bit generic. It’s not surprising that these spots resonate internally, but as a very infrequent Best Buy customer, I don’t know about the blue shirt thing… that’s insider information. I also don’t know that the company has worked hard to improve customer service, and quite frankly, I don’t care.
Bottom line: You have three good solid stories, but I think you could do a better job telling them. With this approach, execution is everything!
I’d also be very interested in the price-point spots you said you’re also running. I hope they’re not conflicting with what you have here.
You write:
“This work focuses on our people telling their true story on how they helped customers in past Holidays. We have other work that hits harder at the great prices message that is also necessary this Holiday.”
Why are you referring to a holiday? By holiday do you mean vacation away from home? I do not understand this article. There’s such a thing as a “holiday TV commercial”? What does it consist of? Is this some kind of Americanism I’m unaware of?
Yours,
James
In the US “Holiday” is often referenced to the time around Thanksgiving until New Year’s. Obviously, a huge percentage of the entire year’s business is done in this 45 day time period. Retailers spend a lot of effort developing plans to meet Holiday demand.
Barry
I know that the military commercial is the most popular among your cronies. If I weren’t in the Army, I might like it too. The commercial will work because 99% of your intended target won’t notice anything wrong. First Christmas is not the only day in a year we can spend together with our families. It is often one of the many that we can’t.
If we are going to make up what we call “true stories” shouldn’t we start with the truth? The ad is misleading because it gives the reference that Best Buy may be located on a military installation selling merchandise to military members. It is your business to sell electronics, but please don’t use the military to do that unless you intend on giving something back to the military and their families.
Otherwise my friends and I will feel the way you have made us feel with this commercial. We are merely a tool being used to sell a TV or a computer for our sacrifice to this Great Nation. In the past I have always liked Best Buy and when I return from Overseas I expect to be a customer again. You should have someone on your staff with recent military experience that understands our sacrifice and multiple deployments that many of us are experiencing and understands we do not appreciate the commercializing of that experience. Instead of the best of the commercials like your staff seems to think, many of us feel hurt by it. Worse it reminds us of the fact that the commercial isn’t about us, but instead for those who know too little about us.
Barry, what a pleasure to see this new direction from Best Buy. What I love is that you’re telling authentic, real stories from real Best Buy sales people who obviously are passionate about what they do. You’re connecting with customers through stories AND your staff. Bravo.
Barry,
These are fantastic. They feel very “real” and I love that they are unscripted. The sales people are great—warm, genuine, and its a really interesting mix of sales rep as hero and customer as hero. Love them! Thanks for sharing them.
A quick look at Best Buy store 182 and you’ll see that it is NOT located within the boundaries of Fort Hood. It is on a highway well outside of the base (and behind a Discount Tire and next to a Ross and a Home Depot). It is definitely a good story… but an exaggerated one that y’all were suckered into.
Fuzzy:
We try to our best in capturing the essence of these stories. I am attaching an exerpt from a letter I wrote to another customer that describes the military base story in a bit more detail. Be interested in your take after you have read it.
“Stephen Suttles, the gentleman in the commercial, is an employee in Store #182, not an actor. He was selected to appear in the commercial as part of a new campaign we recently started called “True Stories.” The idea behind the campaign is that our 140,000 employees across the country have great stories about making a difference with our customers every day. So we asked them to share stories of Best Buy at its very best.
Stephen submitted this particular story about how he loves feeling like he can help military families make the most of their holidays knowing their time together is so precious and limited. Stephen’s father is a retired Army Lieutenant Colonel, and Stephen describes himself as a true “Army brat” living most of his life on military bases up and down the East Coast. As such we felt that his genuine and heartfelt desire to help families facing a difficult time – even in a small way like helping them select the perfect gifts – would shine through in the commercial.
I realize he uses the phrase “on a military base, specifically.” And you are correct that the store is not actually on the base. However, there is no intent to deceive anyone. This is simply Stephen telling the story in his own words; he was not scripted or told to use any specific phrases or language.”
I apologize for any misperception we may have caused. It was not our intent.
As a veteran, I am angry that you blatantly repeat the line in your commercial that the best buy was located on a military base. You are exploiting the men and women in uniform and their families to hock your products. This is shameful. He may have been mistaken saying that he was on a military base BUT you are responsible for including it on the finished ad. If you were really concern about the “misperception” the material would be pulled.
I live on Fort Hood and have to drive over 15 minutes to reach Best Buy (which I will not bother to do anymore–I can stay visit Circuit City instead). False advertising was the final nail in the coffin. The staff at this Killeen store are poorly trained and more interested in chatting amongst themselves than helping a customer. Twice now I’ve walked out after choosing an item for a major purchase because of rude customer service. To add injury to insult, I began recieving emails about this ad from my family back home surprised to learn that there was a Best Buy on ‘base’ (Fort Hood is an Army Post, not a base). This self-promotion is profiteering on the backs of military families serving at a difficult time. You should be ashamed.
We are an active duty military family, and we will never, enter another Best Buy after seeing this commercial today.
Where do you get off trying to use our sacrifices to boost your business??
It isn’t just the blatant lying, but the idea that you’re trying to get people to shop at your store because you sell stuff to the military. Guess what? So does Circuit City and Wal-mart and every other store.
I am just furious about this. You will never, ever get my business again.
I agree with Diane, when i first watched it I was surprised that you let them put that in the final commercial. I don’t even live in or around Killieen and I knew it was a sham. I read how you are all congratulating yourselves for this, and then turn around and say it’s not relevant at all. Marketing and advertising is supposed to use puffery and exaggerate to get attention, but this is just blatant, betting on the fact that most people will glaze over it.
you should be ashamed, also the guys body language is almost offensive.
I agree with the others who are upset at the ad stating the store is on a military base. As a veteran and husband of an active duty member, I’m offended by this use of the military to make more money. Most people won’t realize that there aren’t any of your stores on military bases, but instead will think how great it is that you’re supporting the military. I believe this was the point of the ad and you should be ashamed.
I saw your ad on tv recently here in the northern california area, however I am upset to find out that your ad is terribly misleading. I have freinds stationed at Fort Hood Tx and there is no such store ON POST! I believe Best Buy needs to correct this problem and not use false advertisement to try to make the public think that Best Buy supports the military. Best Buy doesnt give a military discount nor does it donate to any military installations!!!
Erin, Active Duty Military.
[...] Barry Judge Blog Archive Best Buy Holiday Advertising True Posted by root 13 minutes ago (http://barryjudge.com) To bill comment though i don 39 t know if they really pass the which company is this test a quick look at best buy store 182 and you 39 ll see that it is not you are exploiting the men and women in uniform and their devart theme powered by wordpress and m Discuss | Bury | News | Barry Judge Blog Archive Best Buy Holiday Advertising True [...]
[...] Barry Judge Blog Archive Best Buy Holiday Advertising True Posted by root 18 minutes ago (http://barryjudge.com) And based upon the stories i 39 ve heard i know there is a great story to tell to bill comment though i don 39 t know if they really pass the which company sports marketing strategy swot true stories value website devart theme powered by wordpress and mai Discuss | Bury | News | Barry Judge Blog Archive Best Buy Holiday Advertising True [...]
I found your article on google and read a few of your other posts. I just got many idea from your site. I just added you to my Google News Reader. Look forward to reading more from you in the future.