Comments on: Boost Juice Turns Sour With The Wrong Email Message. http://blog.eightblack.com/2008/boost-juice-turns-sour-with-the-wrong-email-message/ Thoughts on sales, marketing and the internet. Thu, 04 Dec 2008 02:09:57 +0000 http://wordpress.org/?v=2.5.1 By: Boostme http://blog.eightblack.com/2008/boost-juice-turns-sour-with-the-wrong-email-message/#comment-83159 Boostme Thu, 06 Nov 2008 07:00:45 +0000 http://blog.eightblack.com/2008/boost-juice-turns-sour-with-the-wrong-email-message/#comment-83159 i read this and was outraged. i bought 10 boosts got the 11th free but did not get a vibe card! cheap poo heads i read this and was outraged. i bought 10 boosts got the 11th free but did not get a vibe card! cheap poo heads

]]> By: boostie http://blog.eightblack.com/2008/boost-juice-turns-sour-with-the-wrong-email-message/#comment-83097 boostie Wed, 05 Nov 2008 12:34:03 +0000 http://blog.eightblack.com/2008/boost-juice-turns-sour-with-the-wrong-email-message/#comment-83097 I have worked for Boost Juice as a head office consultant to franchisees. Boost is one of the smartest and biggest brands in the country with huge brand awareness similar to big players such as McDonalds and Coca Cola. This email was not only appropriate it was also very smart. Boost are confident in their own decisions, and the positive comp in sales since the removal of the discount shows evidence that nobody has been phased by the removal of the discount, simply accepted it and moved on. By not needing to do a poll Boost have showed confidence and proved the power of their brand. The email was a perfect way to get the message accross quickly, with little confusion in store so the organisation could continue to serve a great healthy product, with speed and great customer service which is what has made them such a successful business, and their founder Janine Alliss one of the richest women in the country. I have worked for Boost Juice as a head office consultant to franchisees. Boost is one of the smartest and biggest brands in the country with huge brand awareness similar to big players such as McDonalds and Coca Cola. This email was not only appropriate it was also very smart. Boost are confident in their own decisions, and the positive comp in sales since the removal of the discount shows evidence that nobody has been phased by the removal of the discount, simply accepted it and moved on. By not needing to do a poll Boost have showed confidence and proved the power of their brand. The email was a perfect way to get the message accross quickly, with little confusion in store so the organisation could continue to serve a great healthy product, with speed and great customer service which is what has made them such a successful business, and their founder Janine Alliss one of the richest women in the country.

]]> By: Ah http://blog.eightblack.com/2008/boost-juice-turns-sour-with-the-wrong-email-message/#comment-73187 Ah Sun, 07 Sep 2008 21:40:40 +0000 http://blog.eightblack.com/2008/boost-juice-turns-sour-with-the-wrong-email-message/#comment-73187 Oh really - I think you all overestimate the attachment people have to brands, and underestimate the youth audience. The email was fine, and not personalising it was a good idea as you dont want your customers to feel the change is personal, and also think that people dont drink boost because of vibe - they drink it because it is accessable, good and healthy. As for online polls - no-one needs a poll to tell you that the customers dont want a price rise -however that doesn´t balance the books at the end of the day. I think most peole who are realists will appreciate being told the reasons and get over it. Oh really - I think you all overestimate the attachment people have to brands, and underestimate the youth audience. The email was fine, and not personalising it was a good idea as you dont want your customers to feel the change is personal, and also think that people dont drink boost because of vibe - they drink it because it is accessable, good and healthy.

As for online polls - no-one needs a poll to tell you that the customers dont want a price rise -however that doesn´t balance the books at the end of the day. I think most peole who are realists will appreciate being told the reasons and get over it.

]]> By: tashi http://blog.eightblack.com/2008/boost-juice-turns-sour-with-the-wrong-email-message/#comment-69794 tashi Wed, 20 Aug 2008 05:23:41 +0000 http://blog.eightblack.com/2008/boost-juice-turns-sour-with-the-wrong-email-message/#comment-69794 I agree. I was a vibe club member, got my 'vip' status cut... i didn't really care that much at the time...but if anyone has noticed- the prices have gone up by a dollar anyway. I haven't bought a boost since the vibe got cut. I'm pretty sure they would have lost money with the scheme. I agree. I was a vibe club member, got my ‘vip’ status cut… i didn’t really care that much at the time…but if anyone has noticed- the prices have gone up by a dollar anyway. I haven’t bought a boost since the vibe got cut. I’m pretty sure they would have lost money with the scheme.

]]> By: cois cuain http://blog.eightblack.com/2008/boost-juice-turns-sour-with-the-wrong-email-message/#comment-60543 cois cuain Sun, 22 Jun 2008 07:27:30 +0000 http://blog.eightblack.com/2008/boost-juice-turns-sour-with-the-wrong-email-message/#comment-60543 the problem is, quite simply, boost does not supply what it claims the problem is, quite simply, boost does not supply what it claims

]]> By: Harry http://blog.eightblack.com/2008/boost-juice-turns-sour-with-the-wrong-email-message/#comment-47399 Harry Wed, 20 Feb 2008 04:05:19 +0000 http://blog.eightblack.com/2008/boost-juice-turns-sour-with-the-wrong-email-message/#comment-47399 Isn't this just one more example of business not giving a toss about their long term, loyal and regular customers and only caring about profits? What's better, a happy customer who makes a regular purchase or a casual one who only makes an infrequent purchase. I think Boost Juice have made a major marketing error here, and when you consider that there are other juice type bars with not only equal but better quality products and service I wouldn't be surprised if the drop in sales to ex-loyal customers will be followed by the inevitable price rise which will occur in the not too distant future. Isn’t this just one more example of business not giving a toss about their long term, loyal and regular customers and only caring about profits?

What’s better, a happy customer who makes a regular purchase or a casual one who only makes an infrequent purchase.

I think Boost Juice have made a major marketing error here, and when you consider that there are other juice type bars with not only equal but better quality products and service I wouldn’t be surprised if the drop in sales to ex-loyal customers will be followed by the inevitable price rise which will occur in the not too distant future.

]]> By: Evan http://blog.eightblack.com/2008/boost-juice-turns-sour-with-the-wrong-email-message/#comment-46712 Evan Fri, 15 Feb 2008 03:14:30 +0000 http://blog.eightblack.com/2008/boost-juice-turns-sour-with-the-wrong-email-message/#comment-46712 In terms of sales, there are only three performance metrix that mean anything: 1. Number of purchases 2. Frequency of repeat purchases 3. Average sale price per purchase. You would certainly have to hope that they have run the numbers. As for whether it was the best way to break the newsyou'd think if they were going to break the news in an email, they would conduct their survey prior to the announcement using an email as well. If they were going to break the news in-store, then hold the survey in-store. Otherwise people are left feeling out of the loop and unappreciated. Considering VIBE'rs made the effort to connect with Boost, the least they should have done is made the effort to connect with them. As Alex Mandossian shared with us at the X10 seminar, "serve sirloin steaks to your family and chuck steaks to your guests". In most cases the costs associated with selling to those who already know like and trust you are far less than selling than selling to people who don't so treat those people well. There probably were better ways of dealing with the issue, I hope for their sake they ran the numbers first. In terms of sales, there are only three performance metrix that mean anything:
1. Number of purchases
2. Frequency of repeat purchases
3. Average sale price per purchase.
You would certainly have to hope that they have run the numbers.

As for whether it was the best way to break the newsyou’d think if they were going to break the news in an email, they would conduct their survey prior to the announcement using an email as well. If they were going to break the news in-store, then hold the survey in-store. Otherwise people are left feeling out of the loop and unappreciated. Considering VIBE’rs made the effort to connect with Boost, the least they should have done is made the effort to connect with them.

As Alex Mandossian shared with us at the X10 seminar, “serve sirloin steaks to your family and chuck steaks to your guests”. In most cases the costs associated with selling to those who already know like and trust you are far less than selling than selling to people who don’t so treat those people well.

There probably were better ways of dealing with the issue, I hope for their sake they ran the numbers first.

]]> By: Maddy http://blog.eightblack.com/2008/boost-juice-turns-sour-with-the-wrong-email-message/#comment-44141 Maddy Wed, 23 Jan 2008 11:11:49 +0000 http://blog.eightblack.com/2008/boost-juice-turns-sour-with-the-wrong-email-message/#comment-44141 Fair enough Simon, but in todays day and age the majority of communication is now done via email or internet. Boost is covering both angles by sending out the email and verbally advising customers, meaning that those people who are unable to be told in person won't turn up at Boost some time in May and be unaware of the changes made. Fair enough Simon, but in todays day and age the majority of communication is now done via email or internet. Boost is covering both angles by sending out the email and verbally advising customers, meaning that those people who are unable to be told in person won’t turn up at Boost some time in May and be unaware of the changes made.

]]> By: Simon Chen http://blog.eightblack.com/2008/boost-juice-turns-sour-with-the-wrong-email-message/#comment-44092 Simon Chen Tue, 22 Jan 2008 23:48:43 +0000 http://blog.eightblack.com/2008/boost-juice-turns-sour-with-the-wrong-email-message/#comment-44092 Maddy, your point of view is valid. And I agree that it would be just too tough to poll each and every Vibe member. But I stand by what I said. This message should not have been sent via email. Unfortunately, as a customer - we are judging each and every time we interract with a business. Maddy, your point of view is valid. And I agree that it would be just too tough to poll each and every Vibe member. But I stand by what I said. This message should not have been sent via email. Unfortunately, as a customer - we are judging each and every time we interract with a business.

]]> By: Maddy http://blog.eightblack.com/2008/boost-juice-turns-sour-with-the-wrong-email-message/#comment-44028 Maddy Tue, 22 Jan 2008 09:08:28 +0000 http://blog.eightblack.com/2008/boost-juice-turns-sour-with-the-wrong-email-message/#comment-44028 I would just like to say that I believe that sending out that email to all of us VIBE members was good because it lets us know in advance. Every Boost store that I have been to recently has had signs up explaining exactly what was in the email, and team members have also advised me when I flash my card that the 10% discount will be discontinued as of the 1st of February. Also, there were customer polls conducted by the head office as my local Boosties told me the other day when I questioned the removal of the discount however it would almost be impossible to poll every single VIBE member in Australia don't you think? If you actually look at it, using the loyalty stamp cards entitles you to a free drink after you've bought 10. This is exactly the same as getting a 10% discount every time you buy a drink because 10 drinks with 10% discount accumulates to one free drink, hence VIBE members are still getting their discount, just in an accumulative discount rather than an ongoing one. Think about it before you judge too quickly. I would just like to say that I believe that sending out that email to all of us VIBE members was good because it lets us know in advance. Every Boost store that I have been to recently has had signs up explaining exactly what was in the email, and team members have also advised me when I flash my card that the 10% discount will be discontinued as of the 1st of February. Also, there were customer polls conducted by the head office as my local Boosties told me the other day when I questioned the removal of the discount however it would almost be impossible to poll every single VIBE member in Australia don’t you think?
If you actually look at it, using the loyalty stamp cards entitles you to a free drink after you’ve bought 10. This is exactly the same as getting a 10% discount every time you buy a drink because 10 drinks with 10% discount accumulates to one free drink, hence VIBE members are still getting their discount, just in an accumulative discount rather than an ongoing one. Think about it before you judge too quickly.

]]> By: Wombat Selling » Blog Archive » Boost Juice Turns Sour With The Wrong Email Message. http://blog.eightblack.com/2008/boost-juice-turns-sour-with-the-wrong-email-message/#comment-44017 Wombat Selling » Blog Archive » Boost Juice Turns Sour With The Wrong Email Message. Tue, 22 Jan 2008 06:33:36 +0000 http://blog.eightblack.com/2008/boost-juice-turns-sour-with-the-wrong-email-message/#comment-44017 [...] SIMON Says: [...] [...] SIMON Says: [...]

]]> By: Anna http://blog.eightblack.com/2008/boost-juice-turns-sour-with-the-wrong-email-message/#comment-44016 Anna Tue, 22 Jan 2008 06:24:22 +0000 http://blog.eightblack.com/2008/boost-juice-turns-sour-with-the-wrong-email-message/#comment-44016 Agree wholeheartedly. Do you think you can win back members loyalty after you've peeved them? and if so, what would be a good way to attempt to do it? (this scenario as example) Agree wholeheartedly.

Do you think you can win back members loyalty after you’ve peeved them? and if so, what would be a good way to attempt to do it? (this scenario as example)

]]> By: Daniel http://blog.eightblack.com/2008/boost-juice-turns-sour-with-the-wrong-email-message/#comment-43812 Daniel Sat, 19 Jan 2008 22:33:53 +0000 http://blog.eightblack.com/2008/boost-juice-turns-sour-with-the-wrong-email-message/#comment-43812 I don't get it. They have decided to penalize their loyal customers/members but the blow ins off the street don't get the price rise. What the? I would be really peeved if I was a member! I thought this woman, if you believe the media beat up was meant to be a marketing genius. Why wouldn't you just knock up the prices slightly across the board and it would probably go un-noticed? I don’t get it.

They have decided to penalize their loyal customers/members but the blow ins off the street don’t get the price rise. What the?

I would be really peeved if I was a member!

I thought this woman, if you believe the media beat up was meant to be a marketing genius.

Why wouldn’t you just knock up the prices slightly across the board and it would probably go un-noticed?

]]> By: David Gillespie http://blog.eightblack.com/2008/boost-juice-turns-sour-with-the-wrong-email-message/#comment-43550 David Gillespie Thu, 17 Jan 2008 07:31:57 +0000 http://blog.eightblack.com/2008/boost-juice-turns-sour-with-the-wrong-email-message/#comment-43550 While I'm not a VIBE club member, another issue I can see with the above is it reduces the benefit for someone remaining in the program, while Boost retain all of the value of having their contact details. As someone wholly aware of the value of a database, is there really an argument to be made that a customer's contact details aren't worth 10% off the price of a juice? Will be interesting to see what fallout there is. While I’m not a VIBE club member, another issue I can see with the above is it reduces the benefit for someone remaining in the program, while Boost retain all of the value of having their contact details. As someone wholly aware of the value of a database, is there really an argument to be made that a customer’s contact details aren’t worth 10% off the price of a juice?

Will be interesting to see what fallout there is.

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