Archive for the ‘signage’ Category

Are you delivering at all stages?

August 17, 2016

Each consumer or client transaction has multiple stages. How is your company doing on delivering at every stage to attract, convert and serve your customers so they are champions for your business?

Below is an overview of a personal experience as a consumer that spanned several months from initial research to purchase to ‘using’ the product purchased. I hope this helps you review your key stages and address gaps that may be adversely affecting the total experience. This company did a great job from start to finish.

Stage 1. Looking to fill a need 

I was the consumer looking for a father’s day gift. Not the typical gift, but something that really was fun, unique and special. Not a gift for my own dad, but for my husband, the great father of our two kids.

I don’t have much time to shop. So I took a little bit of time online to search for ideas and see if anything struck me as a cool gift. I did all my shopping online relying on offers already in my inbox (opt ins) as well as solid SEO tagging as I did various online searches to help find ideas.  As is usually the case, I was in a bit of a time crunch to find something. I was ready to buy and now just needed to find the right thing.

Stage 2. Evaluating the offers.

My husband likes cars. I searched for an experience where he could drive a cool sports car on a race track. I came across some options, but several offers weren’t good enough – they only allowed the person to be a passenger, not to actually drive the car. I dismissed these and kept looking.  I quickly reviewed different options, striking off options as I learned more. Specific factors that affected my decision in addition to driving included location (needed to be in the general vicinity) and the vehicles needed to be cool, quality vehicles. He is a car snob.

Stage 3. The purchase.

I found exactly what I was looking for with Xtreme Experience. The experience included the option to drive the vehicle and they had many cool vehicles to choose from – Porsche, Lamborghini, Ferrari. The website was informative and the selection options were very clear and easy to choose. They also had brilliantly ‘packaged’ their offer for Father’s Day and had multiple packages from which to choose. The available dates at two different race tracks made scheduling easy and they wisely offered add-ons for their profits and for the consumer’s enjoyment. red lamborghini

My toughest decision was which vehicle to choose as there were so many and I am not a car snob.  I relied on my 19-year olds son’s insight to confirm my choice of the Ferrari 458 Italia. That was my first inclination as my research showed this vehicle seemed in high demand by the time slots so I figured it was a top choice. I made my choices and paid for the experience and printed out the information. After buying a small red sports car Match Box at Target, I had a prop for the father’s day gift.

Stage 4. The full package

I applaud Xtreme Experience in thinking through and delivering on the full package – from providing information easily on its website, developing unique offers with options, sending clear and thorough confirmation emails, providing periodic communication prior to the actual experience (well-timed and not too frequent) and last-minute communications offering other time alternatives due to the risk of storms on the day of the experience. They had detailed the key points affecting a buyer’s experience and had done a great job all the way through to anticipate questions and deliver on the promised experience.

Stage 5. The experience itself.

Two months after the initial on-line research and on-line purchase, Drive Day arrived.  I had not spoken to anyone from this organization. Up until today, everything had been done via their website. This past Sunday we drove to Palmer, MA (we saw parts of MA that we have never seen before) and spent 2+ hours in the car each way to check out Xtreme Experience and see if it would live up to expectations.

My checklist as the passenger and the consumer:

  • Signage:  great; very easy to know where to go.
  • Check-in: very easy; friendly staff; no hassle despite all the forms and waivers to sign including for those of us just watching from the Pit!
  • Amenities: Free cold bottled water provided for all including spectators (perfect as it was 95+ degrees)
  • Organization: very organized; we purchased a time slot; they had the timeframes down pat; everything worked like clockwork.Ferrari 458 Italia sign

In the training, they effectively cross sold my husband to encourage him to be a passenger in the lead car prior to his driving experience so he could see the track and all the 14 or so turns. He agreed (so the company had yet another offer that made sense and that he really enjoyed) and took off first with a seemingly professional driver who gave him a big thrill with his driving prowess.

Then he got his chance to drive and loved it. They delivered on all promises of the offer I had paid for and expected including the T-shirt and video of his actual drive. The vehicle was exactly as marketed and the day went off without a hitch.ferrari car

Two suggestions for Xtreme Experience

  1. Activities – it is a long time waiting as a friend/family member of the driver. It was nice to have a small umbrella and chairs but it would be great to have activities that those of us waiting around could do. Something as simple as a few  corn hole games, food to buy other than out of a machine, mini races with remote control cars…
  2. Survey after the experience. Get feedback. You do a great job but the one stage that I have not experienced is the final loop of sending me a survey as the buyer and asking for the email of the gift recipient to also get their direct feedback.

Great job Xtreme Experience.  Your brand reflects what you deliver and you have done a great job understanding and delivering during every stage of the consumer experience.  Well done!

 

 

Advertisements

Can you be reliable?

July 21, 2014

Do you know what your customers want from your business?  This company does.

We are in a ‘this old house’ phase where every major item seems to be breaking, decaying or rotting.  The most recent replacement expense was the fence.  The original, came-with-the-house, white picket fence was long overdue to be replaced.  It was staying up on a prayer.  Fast forward from the quote phase to the installation phase and what does Reliable Fence have?  A very happy customer who wants to share their experience with the world.  Contractors have a reputation for being horrible about follow up and follow through.  When I have an experience that ‘wows’ I need to share.

reliable fence

So, why am I blogging about Reliable Fence?  Frankly, as a marketer, I am not impressed with many businesses.  Their brand is weak, their logo is not legible, there is no thought on color scheme, their customer service is lousy, their phone systems is equivalent to voice mail hell…the list goes on and on.  So many business owners don’t get “it” , they dabble, they cut corners and ultimately they leave a bad impression.  I am impressed when a firm gets it and I feel part of my marketing evangelist role in life is to spread the good news of companies that I recommend because they do the important things well.

Reliable Fence is my latest example.  First reason:  Marketing 101.  They put a sign up in our yard prior to doing the work to market their business to all runners, walkers and neighbors.  Smart.  Yep, basic, but smart.  Do you know how many companies assume our little cul de sac is not worth putting up a sign?  Silly assumption.  They should see how many people walk and run and bike and our homes are all the same age so HELLO?  They likely will need your service too!  Ok…back to Reliable Fence.

Second reason for a shout out to Reliable Fence.  Material delivery phase.  Pretty basic stuff, right? What could go wrong at this simple stage?  Well, let’s see, have you ever had a business unload something right in front of one of your garage doors for days?  Or directly on the lawn to kill the lawn or in a flower bed?  Not with this company.  The lead guy came to the door, introduced himself (basic, but often does not happen), remembered my name, reviewed the job with me and asked great clarifying questions.  He was friendly, professional, and focused.  He confirmed where he could leave all the materials and confirmed the timing of the job and their expected duration.  He and his partner unloaded all the materials and I could immediately tell they were organized by area and out of the way from causing any harm or hassle.  Nice.

Third reason for shout out to Reliable Fence:  They were neat and thorough.  They used our garden hose to wash off the fence sections as they got them done.  At the end of the day, they put the hose back where they found it.  They picked up all their trash as they worked.  Yes, really.

Final reason for shout out to Reliable Fence:  they worked really hard and never complained.  They had to move 4 granite posts into place and there was no close access for them to drive the posts to the needed location.  These posts were heavy (so I am told!).  My husband came up with a solution using our lawn tractor and a neighbor’s tractor trailer to save their backs.  They were so appreciative!  This work was hard and it was hot.  It was Friday afternoon in the summer and they were grinding it out.  They could have cut out on a Friday and said they would be back on Monday to finish the job. (sound familiar?)  Nope, they stayed until after 7pm on a Friday night and the two guys lived in Western MA – they had a long drive ahead of them and never complained.  They did not cut any corners to start their weekend.  Instead they reviewed the finished work with me, patiently reviewing the gates and keys and never indicating that they needed to get out of Dodge and start the weekend.

Have I mentioned the fence?  No, because at the end of the day my expectations were that the fence would be what we had contracted for.  The fence is their product, but the reality is HOW they did the job was more important to me than the baseline expectation of having a new fence installed that would be properly installed to last for years and look good.

Marketing Message for today:  learn from Reliable Fence.  I expected their fence to be reliable.  That was not the ‘wow’ factor.  I was pleasantly surprised with the professionalism of the team and the manner in how they conduct business.  Kudos to you, Reliable Fence.  I can see why you have been in business for over 50 years.  May others learn from you how to deliver on what is most important to their customer vs. delivering just what was contracted for.  Thanks for great service and a great fence.

 

The Marketing Power of Signs

February 14, 2014

Good signs create brand awareness. Many business owners can improve their marketing efforts simply by investing in quality signage.
Two examples to share with you today:

Example #1: A missed opportunity

Creative use of an ambulance!  No signage.

Creative use of an ambulance! No signage.

Points for creativity are earned by this roofer who uses an ambulance for transporting roofing materials and ladders. Unfortunately the creativity stopped there and the obvious opportunity to have some fun with branding and signage fell through the cracks. After doing good work, there was no request to put a sign in our yard to promote his roofing services in our neighborhood where all homes were built around the same time and are likely in need a new roof, too. A missed opportunity to leave business cards for us to share. The owner clearly did not know he was doing the roof of a marketer! I did not even know his company’s name when someone asked me for a reference. Missed opportunity. A sign would have created at least one lead if not more. What is that worth to the owner?

Example #2: Signs lead to Connections and Charity Involvement
Contrast the above example of a missed opportunity with the power of effective signs. I am on the board for Merrimack Valley Habitat for Humanity and we are in the midst of planning for the June Home Builder’s Blitz when two homes will be built in 6 days! In a recent meeting, it was brought up that we needed a few more building companies to commit to the cause. I immediately thought of local builders’ that I knew of and suggested that the lead builder reach out to Steeplechase Builders as I had seen their signs in many places. Fast forward, Steeplechase Builders was thrilled to be contacted as they were looking for charity to get involved in and this was a perfect fit. This week I met the two principals of Steeplechase Builders and shared with them the story of how their signs led to their being part of this great effort. These business owners are smart: they regularly invest in their signs and leverage their existing customers to be a solid referral source. It is likely their involvement in Merrimack Valley Habitat for Humanity will increase the visibility of Steeplechase Builders and it is my hope that this leads to continued growth for these business owners who are committed to giving back. See what a sign can do!