Nov 19

You are what you watch. Except when you aren’t.

Dog watching television According to psychographic ad targeter Mindset Media, the television shows we watch provide a  unique insight into our personality and can help brands better target their marketing spend (insert link).

For example, modest people, says Mindset Media, are more likely to watch 'Deadliest Catch' while altruistic types, such as Ed Moed, dial up cooking shows like 'Rachel Ray.'

Hmmm. Color me skeptical about all this psychographic psychobabble.

In describing viewers of my favorite show, 'Mad Men', Mindset says it attracts creative types. (No duh. The show's about an ad agency.) But, the creative types who watch 'Mad Men' are also emotionally sensitive (Well, yes, that's me.) and intellectually curious types (Damn, right again.) who tend to be more often dreamers than realists. (Whoa. Back off, Mindset. That's not me!)

Mad Men watchers are also liberal (Gee, these guys are pretty good.) and prefer brands such as Blue Moon and American Express. (I order sauvignon blanc, but I do like a Blue Moon on occasion and carry an AmEx card.) Mindset says I wouldn't be as interested in Campbell's Soup or the Cadillac Escalade. (That's putting it mildly.)

Mindset analyzed viewers of other shows as well, including ‘The Office’ which, while it's gone steadily downhill, is still a favorite of mine. “Like Michael on the show,” says Mindset, “watchers of The Office think they are superior to others.” (Rubbish.) In fact, says Mindset, fans of ‘The Office’ believe they are extraordinary (Which I am.) and happily brag about their accomplishments. (I'm a shameless self promoter.) Viewers prefer Starbucks (Not me. The coffee's way too bitter.) and the BMW Series 3 (Now, this is scary. I own an M3.) They dislike McDonald's (The word 'loathe' would be more appropriate.) and the Lincoln Town Car. (I'll ride in one, but you'll never catch me behind the wheel.).

All in all, this psychobabble stuff IS pretty impressive. Their analysis of me based upon my viewing of ‘Mad Men’ and ‘The Office’ is eerily accurate.

BTW, in case you watch ‘Glee’ (which I can't stomach), you're “in touch with your own feelings and may even feel happiness or sadness more intensely than others.” I'll bet you didn't know that, did you? You also drink Evian and drive a Volkswagen. You dislike Quaker cereals (What's your issue with Quaker cereals?) and the Chevy Silverado. (Does anyone like that car?) Oh, and as reluctant as I am to add this in, Mindset says ‘Glee’ viewers are closest to viewers of ‘Mad Men’ when it comes to being creative. Not true. We ‘Mad Men’ types rule.

So, what's your favorite TV show and what do you think it says about you? I'd go on, but I need to DVR 'Eastbound and Down.' I'll bet Mindset would have a field day with viewers of that show.

Jul 30

My card. My pain in the ass.

Today's guest post is by Peppercommer Dandy Stevenson.

I hate cilantro and American Express. I’m rather good at avoiding cilantro but as an authorized
American-express-logo agent for Peppercom’s accounts, I am doomed to suffer the slings and arrows of this once premier and user friendly company.  Once upon a time, AmEx did have clout and lived up to its reputation of having responsive,  intelligent and capable customer service representatives who understood how to deliver and assure that cardholder issues were handled properly.

That was then, this is now. No matter if I call to transfer points to an airline account, respond to a suspicious charge inquiry or attempt to find out if a local office has Rubles, as soon as I hear “Thank you for calling American Express, with whom do I have the pleasure of speaking?” my stomach locks up and my eyes bleed.

My latest romp thru the AmEx Circle of Hell involved reporting a lost card and requesting a placement. I clickety-clicked thru their maelstrom of options, answering mindless questions (Recording: “I see you are requesting to report a lost card. If you are not sure press your nose, if you have blue eyes enter your phone number…”) and finally connected with a 'Customer Service Specialist' half-way around the globe. We were then on to the perfunctory introductions to hear “And how are you today Ms. Stevenson?”  (Don’t waste my time pretending to care while you finish filing your nails. I am tired of waiting. I want help. I want it now.)

But of course assistance still eluded me as I was passed from one subterranean being to the next, which, of course required my recounting the situation each time. I will spare you the gory details, but suffice it to say that after teeth grinding delays and mindless prattle I was finally told the new card would be shipped immediately, for delivery the very next day.

Not.

After downing a fifth of bourbon to prepare for yet another AmEx frustration-fest I called on the third day to report that we had not received the card.  Guess what? Someone with the brains of a toaster announced to me that he had located my request but didn’t have verification of completion. Huh? Oh… Just like the Seinfeld car rental episode: “You know how to take a reservation, you just don’t know how to keep it.”  I wanted to jump through the phone, look this idiot in the eye and ask if he REALLY expected me to find that acceptable.

On day four we finally received replacement card.

I canceled my personal AmEx, which I’d had since 1980. For now, at least, that will have to be retribution enough.