I am one of the Denver Omegas who helped design the new store at Parker/ Arapahoe here in Colorado. I have developed relationships with many of your corporate pesonnel, and Best Buy employees here in Colorado. I recently joined facebook and quickly found how easy it is to communicate with everyone.

While I was emailing Julie Gilbert, I made a comment that the Target ads were popping up while I was on Facebook. Of course, I had to peak.. it was neat to see some good information about their products.

Where is the Best Buy’s add on facebook?

Did you check out the casting tapes? They are posted. Also, I saw the first cuts of some of the ads. I think they are going to be outstanding. I will post them when they are a little closer to completion. I appreciate your interest.

Again, what a great idea Best Buy has on its hands. I’m looking forward to seeing the ads this coming holiday season. And if we do this again for future ads, I will definitely be a part of it again.

What store are you at?

Most holiday ads are the same for all retailers, at a basic level. They’re all about that company’s great product and prices. So what makes one connect with people more than the others? When I read what Best Buy was doing this year, the first thought that came to my head was “Here’s something that people will actually care to watch.” Not only will these ads be about the employee, but I think the best part is in turn they will be about our customers. Through the application process, I can tell you that my stories were about my customers and our interactions, and not centered on the purchase. I’m sure that most people picked to participate had similiar stories. I believe that when people see these ads, they will connect and compare their own experience at Best Buy. They’ll remember that time when we did blow them away, when we did deliver an experience, and (most importantly in my mind) when we didn’t leave them hanging. In fact, I foresee a “They should’ve picked so-and-so” attitude with our customers, who come back to shop ‘with’ us, and not ‘at’ Best Buy.

I’m excited to audition on Wednesday. Whether I get chosen or not, I think having real Blue Shirts representing Best Buy is one of the greatest advertising ideas I’ve ever heard of. And honestly, what a great way to show the employees that they matter, that we all in our individual roles, are what make this company the success that it is. This is what will make these ads stand out. This campaign will get peoples’ attention.

A contract which is a formalized written promise in the eyes of the law can be between a corporation and a person, but a simple promise really gets down to the personal level. A promise by its very nature is between humans, and for Best Buy the Blue Shirts are essentially the promise keepers. They keep the promises of the brand everyday. And it is really the customer that decides if we, BBY & the Blue shirts, truly delivered on the promise.

Today, we have five broad promises that lend themselves to be interpreted in a variety of ways. But those multiple interpretations are an outcome of millions of unique customers, close to 1,000 stores and over 100,000 Blue Shirts. In each moment and interaction with the customer the Blue Shirt is deciding, “What do I need to do in this moment to keep the promises?” After all the Blue Shirt is our Silver Bullet. Do they need a filter on the promises?

Now, circle back to how we get credit for the seemingly inconsistent meanings behind the promises. I think you may have already answered your question with the new ad idea. If we focus on the efforts of the Blue Shirts, the promise keepers, and tell their stories we suddenly get credit for delivering the promises because we are meeting the needs of our customers, communities and employees. And those are compelling stories we can tell, and powerful reasons for Why Best Buy.

From a corporate resources perspective it may be helpful to make some decisions about the true meaning of each brand promise. It does help prioritize work; gives us a common understanding; and aligns resources. But locally why not let the teams decide what the intent of the promise and how best to deliver it to their customers.