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Tag: Paul McCrudden

How much do you value your time?

by Alex on Aug.22, 2009, under Blog

I’ve often resented having my time what I consider to be wasted when paying for a service. If I’m to spend my money in a supermarket I do not want to have to queue slash wait in line for 10 minutes – my time is valuable to me and I think it reasonable that if you want me to spend my money and time with you then you need to serve me quickly and efficiently and, if you can manage it, with a smile and maybe at a push a happy word. If I’ve paid not an inconsiderable sum to take the train to the airport, referring specifically to London’s Heathrow Express, I strongly object to being subject to aural advertising from which I cannot chose to escape. I’d not say that I harbour particularly vandalistic tendencies but were I to be able to get hold of a handy pocket-sized EMP device (electro-magnetic pulse – one of them things what frys things electric), I’d have no qualms in taking out the speakers that offend me so.

Anyway, this post was not to be me ranting about impositions on my time.

A friend of mine clearly has feelings on this subject that exceed mine to the power n. Well actually with Paul one may never presume what his feelings nor motivations for his actions might be. I’ve witnessed acts of such oddness and banter of such randomness that I’ve been 100% certain that save he and I, no one else party to his doings has had any idea that he’s fooling around, a man of true Morrisesquetendency and someone with whom I wish I’d taken more opportunity to hang out when I was in the UK.

Over a period of six weeks, Paul recorded all the time and money he spent as a consumer and has subsequently invoiced over 50 companies for time he spent with their brand. “I did this for two main reasons: firstly, to further understand how I spend my life as a consumer, and secondly to challenge the basic assumption that consumers are subservient to brands.”

Brilliant! Why indeed should we as consumers be used as free marketing tools? His study has received much attention – 12,000 site visits as of last week and one example of his press coverage is this post in London´s Metro (newspaper).

I’m sure Paul’s got a lot of people athinking, perhaps most notibly the MD of Cranberry who may well be lamenting his somewhat sarcastic response to Paul’s invoice, especially when compared to the response from Pret a Manger who actually paid up, albeit in a very tongue-in-cheek manner – nonetheless a very astute PR decision considering the coverage Paul’s getting and worth many many times the value of the cheque they sent to him.

Read aaaaall about it at #sixweeks and follow Paul on Twitter here

Crudders, this is brilliant. Were I to to be wearing a hat I would most certainly take it off to your good self, I hope to catch up with you when I’m back in London.

Update:

During the #sixweeks study Paul received 40,000 unique visitors to his site and estimates the story reached an audience of about 250,000. See an overview of #sixweeks here.

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