Atomic Penny

Bryan Waldon Pope, Founder of Marketing Success Institute, recently wrote about competing with Disney and how he observed the Disney Experience. Disney itself has a book and seminars that cover how it is done at Disney. It is a plan that plays to perfection almost every day in each Disney theme park around the world. Next time you visit, really look a little deeper and see how your interaction and experience is enhanced by the plan the Disney Corporation has put in place.

What led me to discuss Disney is a conversation with a client. When I asked what company he wanted to emulate, his immediate response was “Disneyland”. Not the rides or the food, but the experience. As I am working with him to create that experience I wanted to share a few of my observations.

• You cannot wish to create an experience without a plan. The plan starts before you answer the phone, greet the first customer or sell your first paper. The plan needs to address everything that affects the customer experience; seen, heard, smelled, felt or even tasted.
• Your plan needs to address all of the above and do so in a way that exceeds expectations and creates a better experience than expected.
• In creating an experience, look to the customers for validation – not in a survey, but in their smiles, posture and actions. If you see an issue, address it immediately.
• Give the customers more than they expect. Fireworks are always a good fallback. If you are inside, what fireworks can you create?

One thing that is lost in the creation of the experience is the price. Don’t price to beat the competition, price to make the customer feel they got more than what they paid for when the experience is complete.

In looking around your business, what can be improved immediately to enhance your customers’ experience?

POWER ON–Mark

Tony Hseih, CEO of Zappos had his book, Delivering Happiness: A Path to Profits, Passion and Purpose recently released. Here is what I learned:

I just finished this book for the second time and am wondering who this guy thinks he is? Happiness at work? Building a brand through culture, interaction, transparency and creating loyalty as well as personal relationships? Taking care of customers in a way that WOWS them and creates a reason to return?

This has got to be STOPPED! We cannot tolerate this type of behavior! Allow our employees to think and voice opinions? Making decisions and taking calculated risks? What’s next, provide a nap room and an onsite counselor?
Doesn’t he realize that we as corporate leaders know more than the cumulative brainpower of the collective?

Please help me spread the word, this has to stop, and stop now. Before you know it, the underlings will all be looking for more than a paycheck; satisfaction and a great work environment are not to be allowed. Thinking will result, and sooner or later tattoos of the corporate logo on the ass will disappear.

Join me in putting an end to this kind of thinking. If not now, when? If not you, who?

The lizard king must rise again!

(sarcasm intended)- sometimes translation is necessary.

POWER ON–Mark

John Jantsch has a new book, The Referral Engine, all about building referrals without begging. What is begging? Asking your customers for the names of their friends and family who may be interested in your product or services. The customer came in to buy your product or service, not to give you more prospective customers. At a retail store I was asked for my phone number and email address after paying for my product. I probably will get a survey or call on my “satisfaction” with my purchase. I really just wanted to buy the soap that my wife wanted, not to give a life history. I believe you do your customer a disservice by asking for more and more. At some point it becomes a dissatisfier.

If the customer is happy, they will tell others, if they are not, they won’t. It’s that simple.  Make your customers happy, and give them a reason to refer you.  Your measure will be when you ask your customer where they heard about you in a passing manner.

Your customer is not a checklist, she is a person who made the choice to interact with you. Don’t blow the opportunity by asking more than you need to know.  Begging will get you nowhere, but genuine thinking will get you everywhere.

POWER ON–Mark

It worked before, it will work again. Have you ever told yourself that? It’s like trying a suicide squeeze in baseball three times in a game. If it worked for you, it has probably been noticed by the competition and they are doing something similar. If you continue to do the same thing, you move into the crowded field of marketing that you created. The same thing again and again may create a reminder for current customers, but will it attract new customers?

You can do the same thing over and over, but will it pay off? Why not reset the parameters and redefine what you are doing? Same message delivered in a different way. WOW the buying public!

Make your message memorable and fresh. You can do it if you are willing. Again and again will work to maintain.

But don’t you want to grow?

POWER ON–Mark

You have many choices when marketing to customers. Imagine the scenario where you have $3 left in your marketing budget. You want to reach as many prospects as possible and want to grow your business. Sounds absurd, right or wrong. As a marketer or business owner you have that decision to make every time you begin a new marketing concept.

What can that $3 buy you? Printing, postcards, a couple of banner ads? How about some goodwill and respect? Instead of marketing to the masses, market to the ONE. Who is the ONE? It is the one person who can influence others to interact with your business.

Your $3 can buy a cup of coffee or a piece of pie. Make the interaction special, memorable and personal. A cup of coffee by itself is just a cup, but the conversation and interaction will make or break the deal. Discuss what is important to the ONE. Family, sports, cars, world peace. It is your money but her time. The whole idea is to gain the trust of the ONE. If you do, the ONE can be your gateway to your future. Not only in customers, but in VC, media, alliances.

$3 and an hour of your time. It’s worth the investment.

POWER ON–Mark

I am always quite stunned when I see the sweepers prevail. What is a sweeper? A sweeper is a person or company that so tightly controls the message they are trying to send, that it does not expand beyond a specific intended audience. A sweeper is afraid that the message will be misconstrued or reach the wrong audience. Imagine if Gatorade was never used outside of the University of Florida. Where would we be in the sports drink category? There is a high probability that some other company would be the nation’s most recognized sports drink. Imagine if Red Bull was not mixed with vodka – another opportunity lost.

When you become a sweeper, you lose the opportunity to expand. You lose the ability to respond, the ability to react and the ability to grow.

What do you have in your Confetti Project that is waiting to be spread? Put your broom away, throw away the dustpan, and forget about sweeping, you will be pleased with the results.

POWER ON–Mark

Yesterday, I heard a father say to his son, “Dude, if you just listen to me, your life will be so much easier”.  I found this statement to be interesting as it applies to business and marketing.

On one hand if you listen and act, you tend to do the same thing over and over and fail to learn or explore beyond what you know. This perpetuates the status quo and locks you into a life of following instructions. This can lead to comfort but not much innovation. While everyone is happy that the “norm” is kept in check, what is learned?

On the other hand, if nothing changes, what is the point? Can we learn by listening and following? While it may lead others to be uncomfortable, you may discard wisom to find a new path. This can lead to amazing discoveries and innovation. Letting discovery happen, whether by a child or an employee, lets you become the tipping point to a new adventure.

The hardest thing is to let something different happen. Let your followers fail, learn and possibly fail again. Failure by itself can be frustrating, but failure coupled with effort can lead to amazing things.

Are you willing to let that happen, or are you afraid of allowing others to grow? Your choice.

POWER ON–Mark

I was reading this blog by Seth Godin the other day and am amazed that this is still the way many of us do business. I wanted to share my experience with two businesses I visited last week. The first was Barnes and Noble Booksellers to look for a video and a book for Mother’s Day. I found the video, and was going to look for the book. I was not allowed to take the video into the book area until it was paid for at that location. While I waited to be checked out, the cashier chose to answer the ringing phone instead of assist me. Then the cashier was upset my gift card did not cover the entire purchase and had to accept cash for the balance due. The cashier was neither friendly nor professional, just doing his job as it was outlined in the manual. By the time I found the book I wanted, the next cashier line was long, and I decided I could get the book elsewhere, and my mother would love a nice plant. She did!

The second business is the bicycle shop, Trek of American Fork. I have developed a relationship with the owners, Jeff and Kris, because they listen to my needs and help me get what I need. Recently Jeff helped a friend buy a bike and accessories. The friend was ecstatic with the service and help she received. Trek of American Fork is also involved in many community events such as a Ride for Haiti, Breast Cancer Awareness Ride, and the ever popular Tour de Donut. While these activities support the shop, they also create awareness and support the community at large.

While one company works to keep the employees in a box, another seeks to spread the influence. Which one is the best company? Which one are you? Are you the Sweeper? or the Spreader?

POWER ON–Mark

You know the one. The person who everyone remembers from an interaction. He may not be the richest, best looking or most interesting, but the one person wh makes you feel better about yourself and others after an interaction.

The Confetti Project can work the same way. Be “That Guy” to your customers, prospects and suspects. Hugh MacLeod is “That Guy”, author of “Ignore Everybody” leaves his mark with every interaction. His Daily Business Card is amazing artwork for everyman.

Pamela Slim is  ”That Woman”,  dedicated to helping other escape from the corporate abyss. Right now she has an entire series of posts on expanding markets. She is a true confetti spreader.

Be “That Guy” or “That Woman” to your customers. Make the interaction something to remember and give everyone a reason to come back again. It’s not about the budget, it’s about the interaction. Oh, and when you interact, give those you meet a reason to remember you, and not a business card (unless you have one done by Hugh Macleod).

POWER ON–Mark

On Monday, the Boston  Marathon was run for the 114th time. If you watch any news coverage of the event, be sure to look closely at what the runners are wearing. Not the shoes, socks or even shorts. Look to see if they are carrying a message on their shirts. Also look to see if they are carrying a smile.

Why the shirts? It is more than a marathon, it is a cause, a hope a challenge. It is something many of them do to prove they are alive and well, other to remember or honor someone who has passed, or if fighting the good fight. I was not at the Boston Marathon, but at the Salt Lake City Marathon on Saturday and saw the contingent “Running For Michael“.  They are even highlighted in a local news story.

Think of this from a marketing perspective. These runners and those cheering for them are all spreaders.  Spreading Confetti, to all those that saw them run. What a great way to spread a message of hope or hype: “It will all work out.” How are you going to spread your message?

POWER ON–MarK