In looking for ways to be heard over the
Internet's noise and be remembered, think subtle, personal and
realistic. It only takes small things: things that impress big and cost
little. These are the things that count.
"My wife wanted to go somewhere
expensive for the weekend. So, I took her down the street to the local
Texaco." -- Jay Leno
I couldn't help using the Jay Leno quip above,
because it reminded me of an excellent business here in Tenerife,
who really seem to have attention to small detail perfected.
saying they are rare. In fact I can think of very many family-run stores and
restaurants that literally ooze old- world personal care and attention, along
with their charm.
We have Texaco garages (gas stations) here too. We
also have Shell, BP, various local brands and, THE best places to stop for
lunch, a snack or coffee are the many service station bars. The very best on
the island is the Texaco on the main road across the north between Realejos
When my mother comes, I have to go to pick her up from
the airport on the south of the island. Naturally, we talk on the phone so
I have the flight details beforehand and, she always asks, "And we'll stop at
the garage to have coffee on the way home, won't we?", with all the
expectation of a small child begging to go to a birthday party!
started the first Christmas she came alone after my dad died. We stopped at
the Texaco on the way back from the airport because I'd acquiesced to her
request to go the long way round and not over the mountains. (I've got to
admit those switchback roads give me palpitations!) Approaching, the first
thing that impressed us both was the quality and innovative design of their
A small thing, but it was clear they were trying
They always wash windscreens when you fill up (which is rare
on this side of the pond) and on that occasion, also gave every customer a
bottle of "bubbly", gift wrapped.
Unit cost was close to zero, wholesale,
but it meant a lot.
There's also a store, a cafe and, as it is perched
high on a cliff overlooking the sea, utterly fantastic views. Waiters,
dressed in neat little pin-striped waistcoats, are always helpful, welcoming
The place is ALWAYS rocking, night or day, not just
with workers, delivery men and travelling salesmen, as you might expect,
but with entire families. And it isn't expensive at all. A tapas and a coffee
cost no more than about $3.50, which is a lot less than you'd pay in the
Obviously the business is a franchise: a small business
and it's therefore the franchisee and managers who have seen to it that
they stand out with such great service and those low-cost, but nevertheless,
important little touches.
The result is that with the atmosphere they've
created, people remember and keep coming back, from miles around (and from
abroad even) just to go to the Texaco!
Now, I'll bet you're thinking, as
I did initially, that it isn't so easy to create that atmosphere -- or
memorability -- if your business solely exists in the Internet
Personalisation, forums and other interactive community things
can go so far in creating a bond, but the truly memorable things are more
personal than those.
Ensuring that customers get a personal follow-up
email (that does double-duty in combating buyers remorse) can make all the
difference. It's real, it's unexpected and it will be remembered. Make gifts
small, but targeted and useful.
Don't try to appear to be a big
corporation when you are not and, even if you represent one let your
personality shine through. Use the advantage you have to be "homely" and
just show people that you really care about quality and value.
will remember you.
Create a Successful Web Site
Here are tips on how to create and sustain a successful Web site.
What Do The Successful Web Sites Have In Common?
Most successful "Home Grown" websites have
several characteristics in common.
Benefits To Internet Relationship Management
There is a new, rapidly expanding revolution sweeping businesses worldwide. New technology by way of the Internet is forcing major changes in marketing strategies.
As a result, businesses are racing to shift gears from their "mass marketing" strategies of days gone by, to today's more competitive strategy of "one-to-one marketing", also known in the business world as customer relationship management.