Little Touches That Make You Unique Can Help You Stand Out From the Crowd
I get that doing little things for customers than help you stand out from the crowd takes time.
It takes thought, and effort, and often money. So it is easy to dismiss as not worthwhile.
But the more competitive your industry, the more important those little touches become.
In today’s Frank Reactions Podcast episode Matt Ruedlinger, owner of Triple R Marketing, and I discuss how much of a different those little touches can make in helping you stay in the game.
Ruedlinger talks about sending hand-made caramels to clients on their birthday. Clients loved that! It let them know that his company was thinking about them, and not just when it had something new to sell.
So if your company isn’t doing something like that, why aren’t you?
Time for a Cost-Benefit Analysis on Little Touches
But what is the cost of a box of caramels compared to the profit margins on your products or services?
If that box keeps one customer from leaving you, or attracts one new customer from word-of-mouth, has it not easily justified the expense?
When I think about the massive amounts of money companies spend on things like bland advertising, expensive trade show displays staffed by uninspired reps, or hosting rounds of golf, I can’t help but think that maybe more caramels would be a better investment.
What Stand-Out Little Touches Could You Offer?
The amazing thing is that it doesn’t take anything very complicated or expensive to help you stand out from the crowd.
A few years ago I interviewed Brandon Forder, of Canadian Pet Connection, who sent a thank you cookie for the pet owner along with each order of dog food.
Sometimes it’s a little service touch, like the resort that put a midnight snack in our room after they realized that our flight had been delayed and we wouldn’t arrive till two in the morning.
Or the full sized chocolate bar and bottle of water waiting for Shep Hyken when he checked in to a cheap hotel that he now raves about.
It can be as inexpensive as a hand-written, personal note that you pack with a shipment.
What could you do? (If you want to answer that, scroll down till you get to the comments section.)
March 8 is International Women’s Day. It will be a particularly interesting one this year, thanks to the #MeToo movement. Tema Frank will be speaking about marketing to women at the Sherwood Park Chamber of Commerce’s International Women’s Day Event.
March 9 & 10, 2018, is the iMedia conference. Tema will be on a panel about using podcasts as a content marketing tool.
Skipping ahead to May, the B2B Online Conference is in Chicago May 7 – 9. Frank Reactions listeners and readers get a 25% discount at B2B Online using the offer code B2B18FRANK. Go to http://bit.ly/2mOJRzM to use it.