Here’s an insightful poem about advertising called Why Is It? (author unknown): A man wakes up after sleeping under an advertised blanket, on an advertised mattress, pulls off advertised pajamas, bathes in an advertised shower, shaves with an advertised razor, brushes his teeth with advertised toothpaste, washes with advertised soap, puts on advertised clothes, drinks a cup of advertised coffee, drives to work in an advertised car, and then, refuses to advertise, believing it doesn’t pay. Later when business is poor, he advertises it for sale. Why is it?
The need to advertise your business is clearly a no-brainer. But what kind of advertising, and how on earth do you break through the noise and clutter of everyone else and actually get noticed by the people who matter the most?
While a great multi-media, multi-step ad campaign will do it for you, or a cleverly written viral video – or any other form of meticulously crafted advertising – one of the most powerful ways to achieve this can be summarized in 5 simple words:
Create an extraordinary customer experience.
The good news is that this isn’t nearly as difficult as it sounds – mainly because the bar is set so low by your competitors. People have been let down so many times, they’ve come to expect it. So when one enlightened business goes out of their way to really get the customer experience right – word travels like wildfire.
Here are a couple of great examples of businesses who have hit it out of the park:
CEO, Chris Hurn and his young family were holidaying at the Ritz Carlton, Amelia Island in Florida. His son’s beloved stuffed giraffe “Joshie” accidentally didn’t make it into their suitcase for the trip home and got left behind. The young boy was completely distraught and Hurn, attempting to reassure him, told him that Joshie was just taking an “extra long vacation.”
When the Ritz-Carlton called him later to let them know that they’d found Joshie, Hurn asked if they could possibly take a photo of the stuffed giraffe on a lounge chair by the pool to substantiate the story.
The hotel complied – and then some.
Not only did they return Joshie along with the photo requested, they sent along a photo album complete with photos of Joshie getting a massage at the spa, taking a ride in the golf cart and making friends with other fellow stuffed animals at the resort. They even made him an honorary staff member and issued Joshie his own Ritz-Carlton staff ID badge!
Next, one of my private clients owns a small wealth management firm in Chicago. In reviewing some of their client demographics we noticed that a significant number of their clients were widows in their 60s and 70s. Each of these ladies now receive a large bunch of flowers every valentine’s day from the firm and a small but thoughtful birthday gift. You would think that some of them had just won the lottery! Such a simple gesture can mean so much.
The bottom line is that any business can make someone’s day better by doing something extraordinary. Extraordinary doesn’t have to mean big (although it can if you’re a go-getter and you’re ready to have your entire customer experience re-choreographed from start to finish.) Small acts of unexpected kindness can amount to the extraordinary.
It's all about making your patients, customers and clients feel important.
“I've learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.” – Maya Angelou