It’s the little things…
Monday, March 24th, 2008Often in life, it’s the little things that make the difference, push the limits, make the sale, or impress and excite. As an example, I stayed this weekend at the beautiful Loews Santa Monica Beach Hotel and they did something small that made me really want to come back. We’ve driven across the country over the last few days (2700 miles is no easy task) and we’ve had to travel with my wife and I’s cat. This may seem like no big deal, but during the whole trip it’s been a real challenge to find decent hotels that accept pets and meet our other needs. Loews accepted pets, which was a large reason we chose to stay here over the weekend. Upon checking in and getting settled, we walked down to the beach and came back to find a food and water dish, cat treats, an eating mat, and a small bottle of FIJI water, all for the cat, placed right outside our door! The look on my wife’s face and the pleasure we got out of this small token really says a lot. Loew’s obviously understands that life is in the details and they will have a repeat customer in me.
On the other hand, during our trip we stopped at one gas station in Oklahoma off I-40 where, posted on the men’s bathroom entrance, was a sign, written in a condescending tone, that read, and I quote: “Gentleman, please use the manners you’re mother taught you (hopefully) and have some respect by keeping this bathroom clean for the ladies at this gas station who clean it. If not, your continued messiness will force us to shut down the bathroom.” What made me cringe was the fact that this restroom is on a major interstate and I felt like I was being accused when I had never even set foot in the restroom before nor had any intention of messing it up. All this sign served to do was irritate/annoy and it probably simply encourages inconsiderate visitors to do just what the gas station attendants are lecturing them about. IMO, it’s better to NOT have a bathroom at all then to have one with a large rude sign on the door. It’s the little things, and this little thing can cause resentment and certainly won’t breed return visitors.
MINI Cooper understands that the little things manner. Rather than simply sell a great little car, after your purchase they shower you with gifts and truly fun tools, toys, and information including “secret decoders” for their ads, “sun tattoos” (if you have a convertible MINI), an 8-ball for your antennae, and the list goes on. I’m sure the grand total of freebies given to customers after their purchase doesn’t amount to an arm and a leg, but nonetheless people simply love free, fun surprises and it’s the best way to get people talking about the product/service. With a few dollars worth of freebies on $20-$40k car, the experience goes from good to great and it’s one reason MINI is so viral.
-Rb
