front-line marketing

location: popular coffee shop

when: few months ago

Register: Smiles warmly and asks about my morning so far. 

me (customer): I’d like to try the coffee & sandwich special for $5 please.

Register: stares back

customer: Do you have a special?

Register: Not that one - but we are running a special on a beverage

Other barista who overhears: Oh wait - I’ve heard from some customers that they heard it on tv/radio. Where did you see it?

customer: TV

barista B: ok! What channel / when did you see it? That will help me if anyone else mentions it and I can look for it

customer: It was a spot shown during the Voice - my fave!

Register and Barista: We’ll get that for you. Thank you. We didn’t know about the commercial.

I still remember this interaction months later. This may be because I obsess over the customer experience, ensuring the developed marketing platform is delivered in a successful customer touch point.

All was good at the end of the story. I enjoyed the special to start my day, the ladies provided me a positive experience when they could have stopped at the ‘no’, they took initiative to learn the details, and it provided me another stellar example to share about connecting campaigns that are executed {most importantly} at the customer interaction point.

After the detailed build of a successful integrated campaign, please don’t forget to prepare & ensure that front-line experiential touch point!