I did a huge misstake preparing for this TV-competition. I focused on performing a great act rather than trying to win the contest.
What jury members?
I overlooked who I was supposed to impress, the jury. In the earlier TV-competition it was the viewers that would cast the final vote to decide who won. But here it was the store owners that decided what product to take into their shop. They couldn’t care less how fun, likable and good looking the innovator might be.
I actually did some long time preperations for this. Although what I did was probably the biggest mistake. I figured, wrongly, that it would be good to have a nice margin of profit so shine with to the Ullared purchasers. So I worked very hard to get my other retailers to raise their consumer prices and boost the profits. This was straight in the wrong direction to impress this jury. The Ullared department store is an extremely bargain focused, low priced place. My price range was probably the thing that tipped me down from the chance to get the product into their store. I instantlly realized this when I was on the TV-set. But then it was too late.
If you havent seen this particular TV-show Ullared – Jakten på storsäljaren – it might be helpful to read this.
Huge department store
The largest department store in Sweden has its own TV-show. They simply film people and employees walking around in the store and make fun of it. There has even been a few spinoffs, especially one with an empoyee couple traveling the world (Check it out here).
The show I’m in is simply a way to make TV of people that want to get their product into the store. There were about 30 products for each episode and one from each episode make it in to the store. A jury of two purchasers walk around behind the scenes and ask questions about price, lead time and other boring stuff off screen.
Simply the best
One product from each episode makes it in to the store. Its a big store and they sell tons of products.
I really wanted to stick out in this TV-show. I hope I cought your attention too.
(See Ullared – Jakten på storsäljaren on Kanal 5 this tuesday 28th of april 20:00)
This time I wasn’t so strung up as the last TV-show. And I had a pretty good idea of how to get my 15 minutes of fame again. So I painted a huge wooden sign for people to stick their face through. My wife didn’t approve.
“What the hell is this?!”
Are the exact words (translated from Swedish) that the TV-host first said to me. I knew they couldnt ignore my huge sign and I got the exact reaction I wanted. This is a show for fun loving people and I hit it spot on, I hope.
Following up on this earlier post. My sales contact is now prosecuted for fraud!?
800.000 copies That was the magazines claimed monthly edition. OK, I didn’t completely believe it, everyone exaggerates a bit, so I took a chance any way. And it turned out to be a very good looking magazine print at least.
Shame on me
The result was less than nothing. For two months with 800.000 magazines on buses, trains and train stations around the entire country (Sweden) – There was no measurable result at all on Google Analytics for this blog, counter for the website & the web shop to show for.
I knew it’s a huge step for the casual magazine reader to actually whip out their smart phone and type in a web address from an advertisement. Those who read the magazines on buses and trains probably don’t even have a smart phone or surf pad to start with. But I thought at least one or two of the 800.000 readers would check out my blog, website or webshop. I wonder how many copies and readers of Buss på Sverige there really is?
One year later (yesterday)
I got a mail from the salesperson claiming her innocence from the magazine publicly charging her with fraud. I checked that out and, at a glance, it seems to be a normal missunderstanding that has got out of hand. Any way, the promise of getting away with cheap advertising fooled me twice. It won’t happen thrice!