Gary Vaynerchuk gave some great marketing advice for businesses with one single word: “Care”.
Caring goes a long way. Something I was reminded about yesterday in two experiences within a couple of hundred yards. I visited a bar for the first time for a coffee and emails. The bar was advertised as a venue with wifi, the website says “There's wifi, papers and good music - we would like you to feel at home...”. Sounds nice, yes? So when I turned up on a quiet afternoon and asked the waitress was there wifi, she told me it wasn’t very reliable, it might work but it might not. Turning to a guy I later discovered to be the manager, he said to her she might have to turn some equipment on and off to get it working, but he didn’t offer any engagement with me. He wasn’t bothered. So okay, it was a quiet afternoon and I was the only customer, but no-one cared. The wifi was very intermittent and I left soon after. It was a lacklustre experience. Two minutes away I found a little espresso bar, a great coffee for £1, served with such great service and a welcome. The espresso bar guy might never see me again and I only paid him a quid but he cared. That was obvious. Two contrasting experiences.
So however good your website promise, your Twitter feed, whether you have a loyalty card or a great promotion - none of that matters. It just matters if you care.
Caring goes a long way. Something I was reminded about yesterday in two experiences within a couple of hundred yards. I visited a bar for the first time for a coffee and emails. The bar was advertised as a venue with wifi, the website says “There's wifi, papers and good music - we would like you to feel at home...”. Sounds nice, yes? So when I turned up on a quiet afternoon and asked the waitress was there wifi, she told me it wasn’t very reliable, it might work but it might not. Turning to a guy I later discovered to be the manager, he said to her she might have to turn some equipment on and off to get it working, but he didn’t offer any engagement with me. He wasn’t bothered. So okay, it was a quiet afternoon and I was the only customer, but no-one cared. The wifi was very intermittent and I left soon after. It was a lacklustre experience. Two minutes away I found a little espresso bar, a great coffee for £1, served with such great service and a welcome. The espresso bar guy might never see me again and I only paid him a quid but he cared. That was obvious. Two contrasting experiences.
So however good your website promise, your Twitter feed, whether you have a loyalty card or a great promotion - none of that matters. It just matters if you care.
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