If you have ever read anything by Dan Kennedy, you know that he champions exceptional customer service and customer experiences. That’s his key to businesses success.
Why then, do so many businesses fail to move beyond the ordinary? In my industry, there are plenty of ‘me too’ ads. We don’t want to be like every other agency. That’s why our mission is to become our clients’ Chief Customer Officer. We gain an intimate understanding of each client’s customers—what motivates them, what their other choices are, what action we want them to take, and how we can creatively motivate them to do it. It’s different, and the results speak for themselves.
So how does this relate to marketing premium food? Here’s an example about Omaha Steaks that Dan posted on his blog:
“What an incredible company this is. Omaha Steaks sells food by mail order including the best corn fed beef you’ll ever eat. Frankly their products are expensive but the product quality warrants the price. However, the steps beyond product quality are what make this company a superior performer. Here’s just one example of the obvious value and importance they place on the customer.
We call Omaha often during the year and send different assortments of their products to our valued clients as thank you gifts. Last year shortly before Christmas we received in the mail from Omaha a list of all the people we had sent gifts to during the year, what we had sent them, when we sent it and what we had spent. If we wanted to send the same gifts again to the same person it was as easy as checking off a box and returning the form.
This is a prime example of a brilliant marketing strategy that is also a true service to the customer and that’s a real key marketing idea. How can we market our products or services and at the same time provide a meaningful service to the customer?”
Can you remember the last time you encountered a truly exceptional product or service? What were the qualities that made it so extraordinary? Now, think about how you can develop similar concepts for your business. And break from the ordinary.
