Does Mr Wonderful really exist?

Don't read this rant if you're easily offended! However if you enjoy a laugh and don't take things too seriously you'll probably get a giggle out of it.

There's a bench seat in Leura in the Blue mountains of NSW. It's uniquely and deliberately placed outside a clothing business and attached to the seat is a sign which reads "Seat For Bored Husbands". Taking care of the non-shopper in the family (men) is wise council. After all, as a male myself, my idea of fun is certainly not shopping.

I still don't understand how women can leave home in the morning and return home five hours later with nothing or just one or two things. I think the seat's got my name on it. They've really got into the psyche of us men.

All this reminds me of a battery operated foot-high (300mm) figure of a man I once bought my wife. His name was "Mr Wonderful" and when you pressed his hand he said things like:

"Honey, I'd love to go shopping with you. Can I carry your bags?"
"Sweetheart, you don't look fat in that. You never look fat in anything"
"You take the remote. As long as I'm with you, I don't care what we watch."
"You've been on my mind all day. That's why I bought you these flowers."
"Why don't we go to the mall. Didn't you want some shoes?"
"You know, honey, why don't you just relax and let me make dinner tonight."
"The ball game is not that important. I'd rather spend time with you."
"You know, I think it's really important that we talk about our relationship."

Frankly ladies, if you've met such a man I'd question his gender and who knows - you might get your hands on a do-it-yourself hermaphrodite home test kit. "Mr Wonderful" is the reason guys like me get a bad reputation. Anyway I'm easily replaced by another battery operated toy.

Now stay with me... I promise you there's a marketing message here. It's just being single for the first time in about 30 years, I'm easily distracted!

Here's the lesson...

If you want to get people to shop with you, you need to treat them as an AUDIENCE. Entertain and involve them. This is particularly true where men are concerned. You see there's a Bass Outdoor Store in Nashville, Tennessee. It's a massive outdoor joint, predomoninantly caters to the male member of society. You can try out a boat, use a fishing rod and catch a fish, paddle a canoe, fire a bow and arrow, play with guns. Even have a wilderness moment under a tent. This place has men who don't shop shopping like a woman and spending like one as well.

After all, my wife often reminded me of how much she had saved me after she'd been shopping and how lucky I was. Still haven't figured that one out. Gave up trying... That's a particlar accounting package men aren't equipped with.

There's a craze that's sweeping the USA at the moment - "American Girl" dolls. Now you don't just buy these dolls for your little girl to play with at home. The girls take their dolls to one of 7 American Girl 4-storey "experiential retail stores" around the USA where your little girl and her doll can experience:

- "Dining - Reserve your place at the formal, yet fun setting of the American Girl Cafe, or enjoy the excitement and energy of the American Girl Bistro. Dolls can join the fun with their very own Treat Seats."
- "Photos - Remember your day with an American Girl-themed portrait or a cover shot of Americal Girl magazine"
- "Special Styling at the Doll Hair Salon, our trained stylists can do it all - from ponytails to pampering to pierced ears"
- "Perfect parties - Celebrate a special day or any day with parties and packages that feature everything girls love"

Every little girls dream but from a business perspective, check out these statistics that's on their website!

- 52 million: visits per year to the American Girl Web site, americangirl.com
- 28 million: visits to American Girl experiential retail stores, each featuring boutiques, dining, and unique entertainment
- 16 million: the number of American Girl dolls that have been sold since 1986 through our retail stores, Web site, and catalogue, which ranks among the top 25 consumer catalogues in the country

So to put it lightly, you've got to figure out real quick how soon you can entertain and involve your prospects and clients and treat them like an AUDIENCE because if you've been to the States lately you'll know that this involvement thing is big and headed our way.

All this makes the bench seat in Leura look like a lame duck but at least they've made an effort and cracked a mention here.

Does Mr wonderful really exist? Maybe... Maybe not... I haven't come across a guy that fits the MO of Mr Wonderful yet. If you have good luck to you. If so, why don't you give him a treat - take him to the Bass Outdoor Store in Nashville, Tennessee then he can tell you how much money he saved you.

Until next time I remain faithfully yours, Mr Un-Wonderful.

All the best,
Mal Emery

Committed to Elevating the Financial Wealth and Wellbeing of Society
Through Entrepreneurial Excellence and Guilty of Conspiracy to Create Capitalism

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