This study argues successfully that CPG brands, and specifically CPG category leaders, have much to gain by moving ad spend to paid search. In my experience, those benefits go far beyond both CPG brands and category leaders.

When potential customers type text into a search box, they are in active “hunting” mode. When people search for a product name or for that matter a term that describes a specific product functionality or need, and they see a list of advertisements, they want to know which product is best. This leads them deeper into search.

This gives product category leaders a way to reinforce brand messages. It also creates, for some search terms, a level the playing field. Some potential customers may not yet be aware of the product category leaders.

The same can be said for small e-commerce shops, provided analysis is done to justify via ROAS. Smaller budgets demand smarter buys.

This could very well be a coincidence, and is by no means a scientific analysis. Yet the end result is that oil producers and policymakers have made decisions that are transferring enormous sums of wealth from middle class households to oil investors, the oil industry, and the Middle East.

If the average American is paying $200 more/month for gas due to prices that are double what they were a year ago, the economic stimulus package will take most households all of 7 months to pay right back to oil companies and Middle Eastern oligarchs.

Here’s the rub, and the responsibility; at least when the money is in your account and not a politician’s to spend at will, YOU can choose where to spend it. Like on more fuel…Or even better, on a new bike or a year-long transit pass. Either way that money is likely to end up in the hands of energy or transit producers.

• The store doesn’t have my size (11-12 is very common, popular shoes sell out fast).
• Driving to the store, trying on the shoes, while facing a 50% chance of being disappointed for one reason or another is not how I spend my precious time.

Zappos knows this. They “get it”

Let’s say I want a style of shoe…2-3 clicks and I’m looking at the most popular styles. Or the newest styles. I can dig as deeply into the list as I need, or just do a quick search and find the shoe I want to buy now. I add it to my cart. I check out in two steps. It takes me all of 5 minutes, at the most.

What happens if they are out of stock? Do I wait while they call another store so I can drive over there? What if the other store has my shoe. I almost hope they don’t. I will probably need to wait 5 days to get the shoes. There’s also a 50/50 chance that one of the underpaid and undermotivated clerks forgot to pack and send it.

Here’s what Zappos does - they give me a little popup window that asks for size, email (or not if I’m not already logged in), and if it’s ok to contact me later when the size comes in. Finito. I can wait. Really. It’s less painful when I don’t have to count on flaky people or systems.

Now shoe-buying in a physical store may be a different experience for men than for women. I don’t enjoy it. I want to take minimal steps to my destination. Zappos knows this.

This doesn’t keep my wife from buying from Zappos however. She knows about their return policy and likes getting packages in the mail as much as I do. Especially when they arrive within 2-3 days of the order. Free shipping on almost every order.

I mean to say CONSISTENTLY only 2-3 days after the order, which I find amazing. It’s as if they get most orders out the same day. They UNDERPROMISE and OVERDELIVER. On purpose. They don’t tell me they’ll ship free the same day, the way Amazon does, and then I get it in a week. They tell me it will be a few days, and then I get it in two. Sometimes three but they make it feel like two. This Tom Peters concept is so simple, but so many fail to use it as a way to engage and impress customers.

Zappos knows customer engagement. It’s the core of who they are.

Look at their slogan;

“We are a service company that happens to sell”

Brilliant.

Most companies are a selling company that happen to serve. Or a company with a really lazy slogan made up by people who are suppose to be the lazy slogan expert people. It’s all nonsense. You either are or you aren’t engaged and passionate and want to win over customers.

It doesn’t matter what kind of widget or service you’re providing, there will always be a buyer who has been mistreated or has no time, or just doesn’t know what they want.

When it comes to online shopping, the formula should be clear. Unfortunately for most sites, it’s not. They spend 5 minutes looking at their return/RMA system. Or to prevent the 1% theft that might cause a chargeback or two, they alienate 20% of their future customer base. Not Zappos. If I want to return something I login (or call), find my order, click a button and print and RMA# AND POSTAGE PAID RETURN LABEL.

It’s not rocket science. But it is attention to detail. Most importantly, it’s blowing the minds and winning the hearts of the people who make it happen. If you own a store: Do your homework. Pay attention to every detail, no matter how small. Build customer profiles and use cases until you intellectually understand your customers, and then throw those profiles out the window and ask yourself why you should fire yourself for making things harder than they are. You’re here to serve, and to make your customers passionate, not bored or crazy or angry.

Look, it’s ok to throw away work/research/meeting notes/various hyperbole. It’s a great way to remain creative and engaged and passionate about the core reason why you wake up and tend the store each day.

Then, if you’re lucky, your customers will write blog posts about how great you are.

The Vintage Plaza on Broadway is a classic old hotel in the middle of downtown Portland. We stayed there for one night and were amazed at the treatment they gave Scout, our 6 month old yellow lab:

1. They treated him like a member of our family, which he is.
2. A doggie welcome bag, with several doggie treats and a guide to local grassy areas, as well as to the nearest “city dog” stores.
3. A clean water and food bowl in the room.

All this, and the room didn’t smell like dog, cat, or any other pet. Or it could be that Scout is so odoriferous (water dogs in general), that all other pet smells pale in comparison.

I also recommend Everett Street Cafe in “The Pearl.” For a mere $8 I received an enormous goat cheese and asparagus omelet, including some incredible rosemary potatoes and large slices of fresh artisan bread. A fantastic deal for Portland travelers.

Butte to Butte is coming in two weeks. As a road race, the Butte is harder on the knees, but the community involvement, timing (July 4), and buzz of the B2B makes it Eugene’s perfect kick-off to another amazing Northwest summer.

I’ve put all of 7 miles on them this week. They are lighter, faster, and have a more stable heel than the 2006 model. I’m very impressed. When manufacturers modify a running shoe, especially a classic, one designed around a niche group of people (extreme motion control needs), they risk annoying runners with a new fit. Those runners might then test a competitor’s shoe and like it more. Not so with this shoe. Brooks took the right risks with this shoe. It’s a solid update.

Tomorrow morning I will register to run the Cape Mountain Run just North of Florence, just South of the Sea Lion Caves. I ran this one in 2005…in sweatpants…I was slow. Just under 2 hours for a 10 mile run is slow. My goal this year is to run it in under 100 minutes. In 2005 I weighed at least 198. Now I weigh slightly under 190. Every ounce lost is speed gained - especially on those brutal Cape Mountain Hills!

The best part of the Cape Mountain Run is the food afterwards. Actually, that may be the best part of any organized run. Also, the prizes. Your odds of winning a prize in this race are good. Lots of consolation prizes. Some of them funny.

If you haven’t signed up for the Cape Mountain and want to try something different, here’s the race day form.

The Saucony Grid Stabil is a nice shoe, lightweight w/great cushioning but not as stable as some shoes with a more stable instep. I ran the Portland Marathon in this shoe so I know it is functional.

The Brooks Beast is also a very solid shoe. An excellent name for the shoe because that’s exactly what it is - a Beast. The more I run however, and after losing 8-9 pounds of dead weight, the more I find that the beast gives me a “clydesdale” gait when I run. I want something lighter, more nimble, with the best cushioning I can get.

So I’m going to try the Asics Gel Evolution II. Asics are almost too comfortable. Until recently, flat-footed guys like me haven’t been in their business plan. Check back for a review of the Evolution in the weeks to come.