Attitude Gets You Everywhere
Attitude is everything
In the last issue, I told you about BSG - the brewery supply company that includes a Salted Nut Roll in each shipment, spurring conversation among customers.
It's an example of talkable generosity, which is just one of the five?styles of word of mouth strategy:
The last of these - talkable attitude - is the rarest because to deploy attitude as a talk trigger, your business has to bake some sass into every corner of the operation.
It's hard to be consistently sassy and achieve that same tonality in all locations.
It's also tricky to lay on the attitude enough to be memorable, but not so much that a lot of customers take offense.
But I just saw it work, with my own eyes.
I'm out in San Diego for awhile, escaping the 17 shades of grey that are Indiana skies (and faces) this time of year.?
Near our rental home is one of the handful of SoCal locations of?Breakfast Republic ?- a delicious (and deliciously irreverent) slinger of eggs and other morning-time faves.
At every turn, and on every surface, they lay on the cheek:
This is just a tiny sliver of their henhouse full of schtick.?
Probably my favorite manifestation of their commitment to talkable attitude is the interactive Mood Indicator sleeve on the to-go coffee cups (lower right).?
There are 4 different chickens to select, giving passers-by a clue as to what condition your condition is in.?
I just love this brand - and how fun it must be to come up with new extensions of it.
Does this kind of word of mouth strategy work? Well, I've eaten at a LOT of breakfast places in my life, and never put one in a newsletter, blog post, or even a tweet.?
领英推荐
Second, despite the fact that Breakfast Republic has darn good food - and couldn't succeed without it - the story I'm telling you is about the brand because I EXPECT a breakfast place to serve a good breakfast.?
Remember, positive word of mouth is created when you give the customer something they do NOT expect, and some LOLs with your pancakes might just be the secret to turning customers into volunteer marketers.
The Books Report
Many of you are required to present your ideas. Some of you often. Others, just occasionally. Some of you to a big audience. Others, to just a few colleagues.
But regardless of where and when you need to present, you'll get a lot better at it if you grab a copy of?Deliver Unforgettable Presentations ?by Patricia Fripp and Darren Lacroix.
These two pros have seen and done it all in the presentations world, and have worked with scores of executives to achieve mastery of the medium. Terrific book!?
Jay's Faves
Vengeance ?is a dark comedy/thriller from B.J. Novak (you remember him from The Office).?
It stars Novak, Ashton Kutcher, Issa Rae and some outstanding character actors.?
It's a quirky plot about a magazine writer in NYC who goes to far west Texas to create a podcast about the murder of a woman he hooked up with.
It's a good yarn but also a sharp observation on America's division along class and geographical lines.?
Streaming gratis for Amazon Prime members, and for a small fee on Vudu and Apple TV.?
VP | Digital Growth Leader | Generative AI Enthusiast Brand + Performance Marketing Executive
1 年great book reco! Will check it out.
Transforming Businesses | AI & Marketing Consultant | Strategic Growth Advisor
1 年I often wonder how more traditional big brands may evolve from a legacy mindset to one that sustains and is willing to demonstrate sass (not saas ??) to their customers and experiences - especially those predominately virtual. I've seen (and been at brands) that have done this in pockets via influencer marketing, sponsorships, experiential marketing, or dabble via social channels, but few, if any, sustain it. The mindset is often that the Brand personality or 'persona' should encompass specific characteristics and color palettes and must align to the very last pixel on a webpage. I'm not saying that's wrong, but it's not dynamic. I appreciate the word choice, Attitude. Not to be confused with Personality, which tends to be a set of traits or qualities. Attitude is dynamic. How you react, respond, or the mindset you demonstrate. Perhaps delineating between the two words could help brands add a bit of sass (attitude) to how they respond, react, or behave outside their personality/persona buried in a Brand Style Guide somewhere. Similar to saying 'pilot' vs. pitching a big project. Great exercise of the mind after reading this one ?? but also has me craving breakfast for dinner options now ??
VP, Community + Education at PartnerHero, Author of CXOXO | Talking about creating your customer experience from scratch. I build and scale customer-facing teams that care and can help you do the same.
1 年Totally agree with this, Jay Baer! Especially this point "It's hard to be consistently sassy and achieve that same tonality in all locations. It's also tricky to lay on the attitude enough to be memorable, but not so much that a lot of customers take offense." I think the key thing is finding the sass that works best for your brand, and identifying the type of sass that your customers would use. For instance, Shinesty and MeUndies have a very different brand and target audience (and hence a very different tone) than brands like HubSpot would. They've done a ton of work to figure out what resonates with their target audience, and it shows!