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December 2015

Want A Brand Warrior? Give a Great Experience!

A "Brand Warrior" is a person who isn't afraid to tell others how fantastic, rewarding and VonMaurwonderful your product/service/store is.  They will use opportunities to "name drop" your brand, they will share photos of your brand, they will use social media to promote your brand and...you don't pay them a dime.

How does that happen?

It's not price. It is not convenience. It's not the paid advertising. It's all about the experience.

I've been a "Brand Warrior" for Von Maur for years. Why? It's all about the experience.

Here's a quick example:

Three weeks ago I purchased a bottle of cologne. The choice was made by a sample I'd been given by the Von Maur staff a few months earlier. It was OK...but for some reason the scent "left" just an hour after application.

Von Maur InteriorSo, I took it back. I was a little concerned that they might say, "Hey, you've used this for three weeks and NOW you want to bring it back?"

Nope...no problem, no pressure just a genuine concern that I got what I wanted. So, I picked out a different scent. However, my Bride didn't like it...so... within a day back to Von Maur.

Once again...no issue.  No "customer service hell" just lots of help and, yet, another great experience.

You want to create a "Brand Warrior" for your business?  Excite. Over Deliver. Empathize.  All while charging a price that is worth the..experience.

Thanks for reading!

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So What Does This Tell Us?

This morning I made two telephone calls to well known businesses in the Des Moines Metro. I Too Busy was not selling anything I was, actually, seeking to buy.

The first call was answered by a human (within three rings) who not only sounded pleased that the phone rang but also gave me her name.  I asked for the CEO, whom I know well, and Stephanie said, "I'm sorry but she is not in. Would you like me to send you to her voice mail or may I take a personal message?"

What?  A PERSONAL MESSAGE from a person...like written down maybe even on PAPER and HANDED to my friend?  Think I'll get a call back? (I will...)

The other call was to a business, that I also know well. The connection took over thirty-five seconds to complete.  I know because I called back just to time it. When the call was answered I was told that "everybody was busy" and that I should leave a message.  No directory, no option...just "General Voice Mail Hell".

My only other option was to fill out the very generic online form (which I've done before) and have my message go to "General E-Mail Hell". I know that because the last time I did this I received no call back.

So...what does these two brands say to you?

No, I ain't calling back number two.

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