As marketers, we employ all manner of tools to drive people to our locations – whether they be stores, restaurants, casinos or hotels. We tell them we love them and want them to stop by, but when they do, we show no love.
…Virtually nothing else is as important as how one is made to feel in any business transaction. Hospitality exists when you believe the other person is on your side. The converse is just as true. Hospitality is present when something happens for you. It is absent when something happens to you. Those two simple prepositions – for and to – express it all.
— Danny Meyer, “Setting the Table”
I had a great teacher in my career who once told me I had to walk in a guest’s shoes to understand what I needed to put in place to make their experience the best. Let’s go through some of those marketing tools to see how we can start showing some love.
ADVERTISING – Through most of my career, I have been tasked with the marketing communications of a variety of individuals and organizations. That could be ads in print or in broadcast, the website, and now social. In many ways, it is the first love note our guest receives. A good design captures someone’s attention. Accurate and useful information will help make their visit a pleasant one.
OFFERS AND REWARDS – The science of giving the right offers and rewards to the right people is key to our success, and while we are using those offers to fill capacity or drive sales, keep in mind that restrictions should balance our needs with the guest’s enjoyment. Getting complimentaries and using earned points shouldn’t require contortionist training.
EVENTS AND GIVEAWAYS – More winners, smaller prizes? Less winners, bigger prizes? The fact is guests tell us they want both. In the end, they want a chance to win. Give them one.
While you’re thinking of ways to show how much you love your guests, don’t forget to love your employees first. Giving them great information and proper tools allows them to enhance the guest experience. Having had the opportunity to work the floor I’ve learned that what I do in the office impacts everyone and that a bad experience for an employee is a bad experience for a guest.
Finally, you may have noticed my use of the word “guest” instead of “customer”. This was a gift from a gentleman named Andy Olson who explained to me that customers are transactional but that we build relationships with guests. One of the best lessons I ever received. He also taught me and my co-workers to walk backwards while giving a charming tour, but that’s another story for another day. The point is it’s easy to show love to someone you’re building a relationship with. Don’t forget to show them some love while you’re tackling tasks on your to-do list.