I have seen a lot in the blogosphere of late about the “Move Your Money” campaign, which aims to motivate people to boycott the big banks that were the primary recipients of government bailout money and move their business to smaller community banks and credit unions. This has led to a lot of discussion of boycotts in general, including this great post over at Bargaineering.
But if you disagree with a company’s business practices, is a boycott the most effective means of jabbing a stick in their eye? I would submit to you that it isn’t. You may do the most damage to the offending company by being what Best Buy termed several years ago as a “devil customer”. Best Buy determined that some of their customers who bought high-priced items or overpriced accessories without a sale were “angel customers”, but there was a certain percentage that were unprofitable customers that were considered “devil customers”. Included in the behaviors of the devil customer were taking advantage of price-match policies and only buying loss leader items (items sold below cost to get you into the store with the hope you’ll buy other items at regular price). Best Buy CEO Brad Anderson was quoted as saying, “They can wreak enormous economic havoc.”
So how can this be applied to protest companies you don’t like? Simply be a devil! For retail stores don’t boycott the store, but go there and only buy obvious loss leaders. If it is a store like Walmart with a price-match policy, go and price-match other stores’ loss leaders. Buy nothing that will actually make money for the store - save those items for their competitors and let those stores reap the profit.
Taking this concept back to banks, do everything you can to make sure the bank doesn’t make money on you. Move your money elsewhere unless they are paying an extremely high promotional rate that they are likely losing money on. Take advantage of promotional offers to open checking accounts and credit cards for bonus money or other perks, then only use the account enough to qualify for the bonus and avoid services fees and as soon as you are allowed cancel the account. If you do the dollar coin hustle, use an account over there to dump off your coins and make them eat the expense of handling them. Basically do anything that will cost them money but where you won’t incur any fees.
Think of it this way: if you boycott a company, they just don’t make any money off of you. But if you are a devil customer to a company, not only do they not make money off of you but they actually lose money by your having a relationship with them.
