Thursday, November 18, 2010

the Kangol hat saga

Let me start this marathon story by saying that none of the following is the fault of Kangol's - they just make the hat in question.

I have said before on this blog that I often feel mine is a dying trade - that is, teaching e-marketing is becoming redundant because so many people know how to do it. And anyway, it's not rocket science is it? Fortunately, events like the one in this story give me hope of earning through to my retirement.

The prologue: I have a Kangol hat - one of those that actor Samuel L. Jackson has made famous. Someone I know enquired about the my hat, saying she wanted to buy one [for someone else] as a Christmas present. Same as mine, but size 'large'. I said mine was bought online and I would look into it for her.

So I typed "Kangol wool 504 large" into Google. Pretty explicit I would say: 'wool 504' is the Kangol product code [taken from my hat] - the only thing missing is the colour, but black was not essential for the present. And I got this SERP ...
e-Marketing error #1
Notice the add for for M&S? That means that someone at, or on behalf of, Marks and Spencer has bid on either all or some of the term "Kangol wool 504 large". Hmm, I thought, why would they do that - they don't sell kangol hats? "Men's flat caps" - yes, maybe a would-be-Xmas-present buyer might search on that term. But I have searched on a specific style of a specific brand - which would suggest that I know exactly what I'm looking for, and sorry M&S, Samuel L. and his like would gain zero street cred wearing a hat the same as their grandad. But then I thought: 'I'd best just check that M&S don't stock Kangol, so I clicked on that ad, and got ...
e-Marketing error #2
Yep, I wanted a specific style of a specific make of cap - and got a generic landing page. Had this ad link taken me to a cap of the exact same style [but not Kangol], maybe I might have considered it. Actually, that's still not true - but how many of you have ever been bought clothes by your mum that are 'just the same' as the branded attire you actually wanted?

So, anyhoo - I clicked on one of the e-Bay links and found myself on this page ...
e-Marketing error #3
Now, I know that the Kangol 504 has the Kangol logo on the back of the hat - or the front, if you where it backwards as is the fashion. So, I might already be suspicious if a 'Kangol 504' hat was advertised at half the price of other eBay sellers, but I would be even more so if the image didn't include a view of the rear of the hat showing that all-important logo. OK, maybe this hat was a genuine 504, but I wasn't going to take the risk. The error - when you are selling online, get the description - and picture - right.

So I went back to eBay and clicked on the link for a more expensive seller of the required hat - available, it said, 'in all sizes'. Except it wasn't ...
e-Marketing error #4
Maybe this was available in all sizes when it was first advertised, but it isn't now. eBay pages are easily changed - do so, don't sucker people in like this. Oh, by the way - that kind of advertising is against the law in the UK.

Like I said, not rocket science but - it seems - easy to get wrong.

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