What the Marketer Saw – Does Your Customer Rave or Rage about You?
You want your customers to have an opinion about your product – whether they hate it or love it. You probably want it to be the latter but either way, a middle of the road product is exactly that – going nowhere. Stagnant. Nobody gives a sh*t.
Here are a few brands I rave about:
– my gel nails (no joke) I get at least one compliment on it per day. I spend $40 and I can keep my nails, No chipped nails, for one full month.
– Zara: the best brand to integrate fast fashion trends into your wardrobe, whether it be casual or work wear. Yes I work as a stylist, no Zara is not a designer label, and yes I tell everyone it’s my favorite store.
– The Truffle meatball spaghetti at The Italian Kitchen on Alberni Street. Enough said.
– Pinterest. Admit it we can all stay on there for days scrolling through photos if we didn’t have to do more “life” things like eat, work and sleep. (Luckily for me a lot of my work is on social media).
From my examples above, evidently my passion lies in food and fashion; the key idea is you want your brand to energize your customer – when they talk about you their eyes come alive, they do an incessant amount of hand waving as they talk and tell everyone from their mom to their friend’s friend about how great you are.
You can do everything right and have one flaw; one flaw is all it takes for a customer to remember you for a very long time, and tell 100 people about it.
They won’t be telling everyone about how great the service was and all the good things you did, they would be telling everyone about that ONE flaw.
So I went shopping at BCBG for a dress to attend a wedding tomorrow (last minute I know) for one of my best friends. The whole shopping experience was fabulous and the salesperson was very attentive but didn’t come across as pushy (all positives). I eventually decided on a bright lime yellow dress and a gold cuff and went to pay at the register. The salesperson asked for my information for her private sales list so she could contact me for events and private sales; I gave her the information and waited as she wrapped my items.
She gave me the smallest bag out of all the bags they had. I just bought a nice dress and an accessory and I expected a garment bag to protect the dress. Of course the price tag of the dress isn’t as high as what I would be paying at Gucci or Louis Vuitton, but it’s definitely past the point of handing me a small paper bag with my dress rolled up in it.
See how I just told all of you about the one flaw of my shopping experience?
The devil is in the details, and every touch point matters.
I wish I had stopped to take a photo but I was in a hurry to get to my patio spot to enjoy the rare sunshine.
I walked past Glowbal Grill yesterday afternoon on my way to lunch and saw a sign that said “45-minutes in-and-out or it’s on us”. Please note that I am recalling this from memory so I might not have it word for word, but the gist of it is that they promise you won’t be late getting back to work.
I think it’s great – since everyone is in a hurry but would also like to enjoy lunch. Having that guarantee that lunch will be served on time will help to attract more office workers to eat at the location. You know when marketers ask what’s your ‘unique value proposition’? This would be something I consider to be unique and also solves a need for potential customers. This makes me want to eat at Glowbal for lunch versus a neighbouring restaurant.
That said, I haven’t been to lunch there so I wonder how the experience is like and if they deliver on the 45 minute promise?
Today I bought a yoga mat from Lululemon in downtown Vancouver. I had already scouted out the “mat wall” while I was up on Whistler this past weekend but decided I was too lazy to bring back one extra yoga mat in the car.
I realized through both of my experiences in the Whistler store and the Vancouver store why I bought my mat from Lululemon. Three main reasons:
It’s a science (or at least they make it sound like one). Pick up a mat from the Lululemon yoga wall and the product wrapping/sticker will tell you what type of yoga the mat is good for. In other words, it tells you WHY you want to buy THIS mat over the competitors mat. Ie. Hot yoga going to make you sweat? You want a mat with more grip! I remember picking up my first yoga mat (which was a Nike mat) just because I needed one. It was for less than $30 and didn’t give me a reason to buy it.
Product Display. Great packaging sells, and with the Lululemon mat wall – it just sounds more professional than the competition. Do I walk into Nike and/or Sportscheck in search of a mat wall accompanied by a yoga professional to tell me all about picking out the right mat? Probably not.
It’s authentic. This one is usually lip service from most brands – “we are authentic”, but when you talk to salespeople in a Lululemon store, they are ALL yogis. You might think, well that’s not too hard to do; think about the last time you walked into a fashionable retail store and thought: “well, that salesperson actually could up her fashion sense” OR a sports/athletic store where the salesperson knows nothing about sports. It’s actually tough to ensure the right people work for your company to live and breathe the culture you want to portray for your brand on a daily basis.
All that said, I am not a super yogi that practices everyday. The first thing they asked me was what kind of yoga do I do; I responded with: “The beginner kind?” So one question they can add to their first interaction with a client is – what are you using the mat for? I actually plan on using the mat for pilates and the crazy workout routine aptly titled “insanity”.
If anyone’s looking for me I’ll be on my yoga mat.