optimization she needs to do so they find those items that and when they do get a big sale, they make sure the buyer feels appreciated. we have some marketing materials we leave with them and we really feel they do keep that marketing material and come back and come back and bookmark us on the web or call us and think of us at mother s day or father s day and other times of the year. the company has. found the perfect formula to completely break off the seasonal business title but they re still trying and are quite sure that eventually they re going to crack the code. i think our potential is unlimited because families are always looking for more ways to spend time together. we ve dealt with this question a lot over the past few years and it s a hard one. how do you sustain a seasonable business all year round.
customer. we have marketing materials that we leave with them and we feel they take that marketing material and bookmark us on the web and call us or think of us as mother s day and father s day or other times of the year. the company hasn t found the perfect formula to break off the title. but they re still trying and are quite sure they re going to crack the code. i think our potential is unlimited because families are always looking for more fun ways to spend time together. we ve dealt with this question a lot over the past few years and it s a hard one. how do you sustain a seasonal business year-round? let s turn to this week s board of directors. jeffrey haze let is the het head of the hazelet group and author of running the gauntlet. and mike mcalowitz is the founder of object obsidian
it created a texting technology that allows people to message their orders into restaurants and let garages know they re ready to pick up their car. the companies then print the text and have everything ready and waiting once the customer arrives. easy, right? well, the way the marketing material described it, it seemed anything but. this was the first piece of material you had in subway, right? correct. it s confusing. i don t even read that font is so small. who would get to that point? i look at it now, and it s somewhat embarrassing. reporter: that was one of the first flyers he put in restaurants to get people to use zingle. the one he used to entice companies to install the zingle in the first place was even more confusing. i put so much time into all this wording that s underneath each one of these bullet points that i was so excited that they were going to sit here and read it. like a sidney sheldon novel, is and they didn t. reporter: ford made the mistake so man
people aren t understanding. what zingle does is simple. it created a texting technology that allows people to message their orders into restaurants and let garages know they re ready to pick up their car. the companies then print the texts and have everything ready and waiting once the customer arrives. easy, right? well the way ford s marketing material described it, it seemed anything but. this was the first piece of material you had in subway, right? right. it s confusing. i mean, that font is so small, who would get to that point. i m looking at it now, it s somewhat embarrassing. that was one of the first flyers ford put in the restaurants to get people to use zingle. the one he used to entice companies to install the zingle in the first place was even more confusing. i put so much time into all this words that s underneath each one of these bullet points that i was so excited they were going to sit here and read it, and they didn t. ford made the mistake so many ot
ipod. i m joined by peter kafka, senior editor with all things digital. it s good to see you. good morning. tell us how he worked. he didn t do focus groups or research study. famous autocratic management style, which is he touched every part of that company, every product, every marketing material, it all came from him, all signed off on. he didn t invent everything by himself. but he touched everything. and he had an incredible gut instinct. and famous for moving on you. he got rid of the floppy drive, basically saying we don t need this anymore. no one ever touches it anymore. . you know, since coming back