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Friday, 12 February 2016

Attract customers with personality not information

Valentines day looms again in all its heart shaped madness.

According to a recent survey by the Retail and Marketing Association, 53% of American women would end their relationship if they didn't get something on Valentines Day.  Who are these people?! Would they really be so shallow as to dump their partners for not conforming to this marketing ruse?

Could it be that we're all getting so jaded by marketing overload, that we long for something to break the routine? The unexpected.  The marvellous. The extraordinary.

Perhaps it comes down to the element of surprise, after all, even those who argue that they hate surprises, would be hard pushed not to feel touched when they discover there's no charge for their coffee, or their company has catered lunch rather than leaving them to starve through their midday meeting.

Simple acts of kindness make great stories.  We share them.  They shape our brand perception. They make an emotional connection with us that remains long after the event.  Like the sweets that accompany the restaurant bill, every little unexpected joy makes us like your company more, turning us from happy customers into loyal fans.

It doesn't have to be hearts and flowers this month, but what could you be doing to surprise and delight?

Friday, 5 February 2016

Write to be read - what are you saying?!

They could have written no smoking in capital letters on an A5 card by the bedside.

They could have put a sticker on the back of the door with the familiar anti-puff sign.

It might have featured on the room key.

Instead, this hotel, turned a boring ‘thou shalt not’ into a humorous note, conveying what they need to, but in a way that also shows their personality and reinforces your choice of accommodation in the first place.

With so much information bombarding us every day, it's easy to ignore the details, dismissing the little things like the no smoking sign, rather than seeing it for the fantastic marketing tool that it is.   Today I challenge you to look at the supposedly insignificant things that could add weight to your sell. Are they helpful, do then entertain or somehow emotionally appeal to your audience?  Would anyone ever be inspired to blog about them?

This same hotel lobby bathroom -

I'd love to see your examples of great communication.