Dateline: 06 August 2007 – Inman, SC
I'm picking up on new marketing twists for both Maytag ® and Geek Squad TM and I think they're pretty nifty.
Maytag advertising as we've come to know it over the decades has focused on the quality of the products and, much to the disappointment of the 'Maytag Repairman', the slim demand for his services. Geek Squad, on the other hand, advertises that no matter what the customer's needs for computers, and computer networking, a Geek Squad technician is on call to solve any problems and install networking components.
Those marketing images appear, to me, to be changing. I sense that both Maytag and Geek Squad are positioning themselves to expand into a virgin marketing territory; that being: helping the do-it-yourselfer get out of a mess.
I find it not so coincidental that in current television commercials both the Maytag Repairman and a Geek Squad technician are shown working on a customer's appliances and other equipment. In one ad, the Maytag Repairman is shown working on a customer's VCR as the customer's wife enters the living room. Surprised to see the Maytag Repairman working on the VCR, the first thing she asks is whether there's something wrong with the washer and dryer. Nope, nothing wrong with the Maytag appliances. The repairman is just being helpful in setting up the customer's VCR.
Same with the Geek Squad tech. He's shown working on a customer's home appliance and the message is that Mr. Geek Squad is just being helpful while working on technology that has nothing to do with computers.
Now, this is cool. Why not expand into service areas that are outside the public's perception of Maytag repair and Geek Squad installations? Just think, if a person is having trouble with installing a new HDTV system and Maytag implies that their repair people can install such a system, complete with sound, TiVo, DVD burners and whatever else, why wouldn't the customer call the Maytag Repairman to do the installation for him? Likewise with Geek Squad. Both are trusted names.
The garage door opener is hung up – call the Maytag Repairman to come and fix it. Trouble understanding how to work a new Blackberry TM or iPhoneTM, call in the Geek Squad. A Geek Squad tech could come to a customer's home and thoroughly orient them to the workings of a new, sophisticated digital camera. The Maytag Repairman may be just the person to call in to install a new garbage disposal. It wouldn't be too long before such services would be in wide demand, and if a reasonable fee structure is worked out, millions of mechanically and technically challenged customers could find the help they need.
Rhetorical question: Why wouldn't the customer got back to the store where they purchased the troublesome item and seek help there? Pragmatic answer: Because many stores do not have trained personnel who could be of any help. They can sell the stuff, but when it comes to solving problems, most retail store personnel just do not have the technical qualifications to render assistance. Besides, what if the merchandise was purchased over the Internet or through a catalog? Who's going to help then? How about putting together involved Christmas presents? Nuf said!
My prediction: Both Maytag and Geek Squad are going to make a serious commitment to venture into the services market. Look for them to show their marketing cards during the winter of 2007.
— Don McKay
