Guy and I were having a discussion about the focus of an ad we're creating to market Abiah. This is a lot harder than creating an ad for a client.
We started discussing the target audience (when you're stumped about something, this is always a great thing to do...the more you understand the target the better ad or marketing piece you'll create).
Unfortunately this ad is for a trade magazine and will therefore have more than one group that will read it and we'd like to work with both groups (See? We wrestle with the same stuff you do...we're real live people).
While talking about one of the groups (Christian bookstores), I mentioned that I've been in a local Christian bookstore and wasn't so overly impressed that I'm willing to go out of my way to shop there. I think I'm pretty similar to the majority of consumers: I'm in a hurry. I have tons of things to do and not enough day to do them in. So if you want my business, you've got to first of all get your message in front of me and when I finally go to your store, you better give me such a great experience that I keep you at the top of my mind so I remember to visit you again.
So many places are focused on "customer satisfaction" (and don't even do that well) and I think that's a huge mistake. Retail is a crowded marketplace. I've got my computer staring at me all day...I've got the mall...I've got strip malls...I've got tons of catalogs (my mailman hates me and my husband says I'm the queen of junkmail).
I have limited dollars and limited time. Being satisfied is the minimum I expect when I'm giving my money to a business. Is that really all you're in business for? To just satisfy your patrons?
If your sales aren't so hot and you rarely see the same customers twice, then maybe it's time to look in the mirror and admit that you're not exactly setting the world on fire with service delivery.
Do you have any places that have outstanding service as part of their brand? Please tell us.
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