6.4.18. I am re-posting this article from LinkedIn. I actually sent this to a entrepreneur who had contacted me to help them turn an opportunity into a profitable venture. In defining the best path forward, this team was so focused on the WOW they were losing site of the fundamentals. It is in understanding the customer experience and using this knowledge to build fundamentals that will determine long-term success. Unfortunately, too many startups spend precious resources chasing the latest buzz, or the WOW. Unlike a pair of shoes, they might not have anything to show for it.
WHEN IT COMES TO MARKETING TRENDS, DOES THE SHOE FIT?
“You need something exciting, something I haven’t seen before, because I am always looking for the next new product that will WOW me…at least until the next latest and greatest comes along.”
These words came from an experienced restaurateur who has been in this industry for more than four decades, with an amazing knack for promotion and marketing. To be honest, I was taken aback- not at his observation that what we were building wasn’t exciting or WOW enough, but why this was part of our discussion. Our mission is to turn new customers into repeats and repeat customers into advocates. We offer no new shiny toys, no exciting bells or whistles, only the delivery of demonstrably effective results for our customers. Restaurants, actually all businesses need to track trends, to know what is the ‘latest and greatest’ in product, culture, social media and operations. But isn’t the challenge in understanding the customer experience is to know when to adopt the trends, the WOW, and when to not to?
Of the many hats business owners wear, marketing in today’s world has to one of the most challenging. One restaurant executive told me that it used to be as simple as putting an ad in the paper. Today, owners and operators are told daily that they need to be blogging, pinning, tweeting, snapchatting and posting. One PR guru I follow wrote that one of her greatest challenges is dealing with the angst her clients feel every time a new social media platform appears (one of those ‘latest and greatest’). They fear that missing out will hurt their bottom line.
And it’s not just the owners who are feeling overwhelmed; consumers are being constantly bombarded by irrelevant marketing messages. How many emails do I need to get in my inbox simply because I bought a pair of socks? And do you really think I am going to download an app for every store, website or restaurant I visit?
When It Comes to the Chasing the WOW Factor, Do You Really Need Those Shoes?