Being Fantastic
While on vacation, my son and I stopped into a Fantastic Sam's barbershop in Baraboo, WI. Fantastic Sam's is a pretty generic chain.
But the team in Baraboo had a giant candy bowl, plates of cookies for the kids, a little fridge full of sodas and juice boxes, umbrellas to borrow, and a really friendly staff. It was a nice change, and I know that if we lived there my kid would be demanding to go back.
Here's why this is so special: The local staff chose to make it special.
They didn't need a national ad campaign, instructions from the head office, or a budget. They just did it.
Lesson: Each of us can make our company a little more fantastic. What are you waiting for?
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Todd and Wendee said... (Sep 4, 2008 8:14:50 PM)
Just wanted to let you know, cookies are not the be all and end all of our customer service. It's just one little benefit that our customers don't get from every other chain.
Andy Sernovitz said... (Sep 5, 2008 7:23:46 AM)
Actually, I do think marketing is that simple.
When there are 10 barbershops in a 5 mile radius that all pretty much do the same things, a 5 cent cookie may be the thing that gets a 4-year-old demanding to go to this one. I'll take that over a $500 radio ad any day.
More importantly, I believe that marketing should be friendly, positive, and honest -- and I hope this conversation will stay this way.
I applaud Todd and Wendee and all the other hard-working small-business marketers who don't have the budgets for expensive branding campaigns, but do have the creativity to create great word of mouth.
michael cardus said... (Sep 5, 2008 3:19:28 PM)
Cookies, juiceboxes, umbrellas OH MY!
these small items create a greater system of freedom of choice for employees.
All marketing starts not with your customer - but with your staff.
If your staff do not enjoy and market your product whatever your budget is people (customers) are not happy long term.