Coca-Cola recently made a few little tweaks to one of their vending machines:
Okay, so maybe they made more than a few tweaks.
But what has Coca-Cola really done here?
For the cost of a few "extras" and some apparent manpower, and with the element of surprise, they have brought laughter and happiness to potentially thousands of college students. Plus, they continue to bring joy to tens of thousands of other people, as those same college students share the story with their friends, and as viewers watch the video online. (On YouTube, the video already had 81,924 views on Thursday, January 14, 2010 at 8:55 AM Central Time. The video was posted on January 12, 2010.)
Do you want your brand to be known as a brand that brings joy to people? What can you do to brighten their lives?
Showing posts with label delight. Show all posts
Showing posts with label delight. Show all posts
Thursday, January 14, 2010
Thursday, December 3, 2009
Selling Products? or Experiences?
Are you in the business of selling a product, or selling an experience?
Let's take cupcakes as an example. A company could see themselves as a seller of cupcakes. They could choose which flavor(s) to sell - vanilla, chocolate, or a combination of flavors and icings and decorations. They could choose a price for their cupcakes. They could choose their delivery method - in a storefront, to grocery stores, or as an online retailer? As individual cupcakes, or packaged together? Then they could choose to promote their brand: "we sell cupcakes."
Or, a company could approach their cupcake business like Cupdates does.
Cupdates is "a cupcake delivery and catering business, serving the Hampton Roads [Virginia] area," according to the Cupdates Facebook fan page. But they aren't in the business of selling cupcakes. They are in the business of selling cupdates - "sweet and memorable experience[s] that [are] created when two or more people gather together to share in the delight of eating a beautiful and delicious gourmet cupcake." (again, from their Facebook fan page and their website.)
What is the difference?
Most cupcake purveyors think that they are selling cupcakes to customers who want cupcakes.
But most customers don't want to eat cupcakes just any old time, and most customers don't want to eat cupcakes alone.
They want cupcakes as a treat - as part of a joyous occasion. Cupcakes are most delightful when they are shared with friends and family in celebration of a birthday, or holiday, or party, or event.
And so, Cupdates doesn't sell cupcakes. They sell something more compelling and valuable for customers - they sell the experience of enjoying, with friends, the delightful creativity and wonderful deliciousness of a gourmet cupcake.
It is as the saying goes, "a person doesn't want a drill; he wants a hole."
When a company shifts perspective from selling drills to selling holes - or from selling cupcakes to selling sweet experiences - it becomes more able to solve the customer's real need, and enjoys more flexibility in the way it meets that need. The company also takes on another level of responsibility. When you sell experiences, you are no longer responsible for just the product. You are responsible for the delivery, the customer service, the life of product. You are answerable for the solution to the customer's problem, not just for a product you provide.
What might have happened to American railroad companies if they had seen themselves as in the business of transporting people, rather than the business of running trains?
What will happen to Cupdates as they see themselves as selling "sweet and memorable experiences," rather than selling cupcakes?
And what would happen to your organization if you begin to see yourselves as providing experiences, rather than providing products?
Let's take cupcakes as an example. A company could see themselves as a seller of cupcakes. They could choose which flavor(s) to sell - vanilla, chocolate, or a combination of flavors and icings and decorations. They could choose a price for their cupcakes. They could choose their delivery method - in a storefront, to grocery stores, or as an online retailer? As individual cupcakes, or packaged together? Then they could choose to promote their brand: "we sell cupcakes."
Or, a company could approach their cupcake business like Cupdates does.
Cupdates is "a cupcake delivery and catering business, serving the Hampton Roads [Virginia] area," according to the Cupdates Facebook fan page. But they aren't in the business of selling cupcakes. They are in the business of selling cupdates - "sweet and memorable experience[s] that [are] created when two or more people gather together to share in the delight of eating a beautiful and delicious gourmet cupcake." (again, from their Facebook fan page and their website.)
What is the difference?
Most cupcake purveyors think that they are selling cupcakes to customers who want cupcakes.
But most customers don't want to eat cupcakes just any old time, and most customers don't want to eat cupcakes alone.
They want cupcakes as a treat - as part of a joyous occasion. Cupcakes are most delightful when they are shared with friends and family in celebration of a birthday, or holiday, or party, or event.
And so, Cupdates doesn't sell cupcakes. They sell something more compelling and valuable for customers - they sell the experience of enjoying, with friends, the delightful creativity and wonderful deliciousness of a gourmet cupcake.
It is as the saying goes, "a person doesn't want a drill; he wants a hole."
When a company shifts perspective from selling drills to selling holes - or from selling cupcakes to selling sweet experiences - it becomes more able to solve the customer's real need, and enjoys more flexibility in the way it meets that need. The company also takes on another level of responsibility. When you sell experiences, you are no longer responsible for just the product. You are responsible for the delivery, the customer service, the life of product. You are answerable for the solution to the customer's problem, not just for a product you provide.
What might have happened to American railroad companies if they had seen themselves as in the business of transporting people, rather than the business of running trains?
What will happen to Cupdates as they see themselves as selling "sweet and memorable experiences," rather than selling cupcakes?
And what would happen to your organization if you begin to see yourselves as providing experiences, rather than providing products?
Tuesday, November 3, 2009
Innovative Boost to Tourism
Need to boost tourism in your corner of the world?
Try this: Pick the most distinctive thing about your location. Hire somebody to take, essentially, a six-month vacation in that place, doing all of those fun, distinctive activities, and blogging about it for six months. Don't search for this fortunate fellow in just your local area. Instead, place classified ads in newspapers around the globe, inviting anyone to apply for the Best Job in the World. Require them to submit their applications via online video. Invite the top applicants to fly to your site for interviews. Pick the best one and set him to work.
And get $98 million (USD) of publicity for your location in the process.
That's what the tourism board of Queensland, Australia did with their "Best Job in the World" campaign this year. In January 2009, they announced their position with classified ads stating this:
The Best Job in the World
Position Vacant: Island Caretaker
Location: Islands of the Great Barrier Reef, Queensland, Australia
Salary: AUD$150,000 six-month contract
Responsibilities: Clean the pool, Feed the fish, Collect the mail, Explore and report back
Applications close: 22 February 2009 Interviews: 4 May 2009 Announcement made: 8 May 2009
Work begins: 1 July 2009
Anyone can apply.
www.islandreefjob.com
The website received over 34,000 applicants. 15 finalists spent four days together on Hamilton Island in the Great Barrier Reef, taking tests in snorkeling, swimming, eating island barbecue, and blogging. The winner, Ben Southall, 34, a charity worker from Petersfield, UK, began work 2 July 2009.
Since the job began, Ben has been staying in a multi-million-dollar three-bedroom beach villa with pool, exploring the island, snorkeling the reef, posting photos, videos, and blogs, and earning AUD$150,000 (USD$134,000) in the process.
With 34,000 applicants alone (not to mention other visitors to the site and followers of Ben's blog) and estimated USD$98 million in free publicity from news media around the world, I would imagine that Tourism Queensland will be doing pretty well for quite a while.
To see a video recap of the campaign, visit http://adage.com/u/lvfdVaM.
Try this: Pick the most distinctive thing about your location. Hire somebody to take, essentially, a six-month vacation in that place, doing all of those fun, distinctive activities, and blogging about it for six months. Don't search for this fortunate fellow in just your local area. Instead, place classified ads in newspapers around the globe, inviting anyone to apply for the Best Job in the World. Require them to submit their applications via online video. Invite the top applicants to fly to your site for interviews. Pick the best one and set him to work.
And get $98 million (USD) of publicity for your location in the process.
That's what the tourism board of Queensland, Australia did with their "Best Job in the World" campaign this year. In January 2009, they announced their position with classified ads stating this:
The Best Job in the World
Position Vacant: Island Caretaker
Location: Islands of the Great Barrier Reef, Queensland, Australia
Salary: AUD$150,000 six-month contract
Responsibilities: Clean the pool, Feed the fish, Collect the mail, Explore and report back
Applications close: 22 February 2009 Interviews: 4 May 2009 Announcement made: 8 May 2009
Work begins: 1 July 2009
Anyone can apply.
www.islandreefjob.com
The website received over 34,000 applicants. 15 finalists spent four days together on Hamilton Island in the Great Barrier Reef, taking tests in snorkeling, swimming, eating island barbecue, and blogging. The winner, Ben Southall, 34, a charity worker from Petersfield, UK, began work 2 July 2009.
Since the job began, Ben has been staying in a multi-million-dollar three-bedroom beach villa with pool, exploring the island, snorkeling the reef, posting photos, videos, and blogs, and earning AUD$150,000 (USD$134,000) in the process.
With 34,000 applicants alone (not to mention other visitors to the site and followers of Ben's blog) and estimated USD$98 million in free publicity from news media around the world, I would imagine that Tourism Queensland will be doing pretty well for quite a while.
To see a video recap of the campaign, visit http://adage.com/u/lvfdVaM.
Tuesday, September 29, 2009
Starbucks and Disappointed Hopes
I don't mind Starbucks. I wouldn't say that Starbucks coffee is my favorite, and I can think of other coffee houses that have great atmosphere, and sell fair trade, and are going green. But Starbucks is fine.
There is one thing that always disappoints me about Starbucks, though. It is this:
When Starbucks advertises its drinks on posters, table tents, etc., it shows steaming hot Pumpkin Spice Lattes, or cool-and-creamy Mint Chocolate Frappuccinos, served in beautiful china mugs or glass stemware, with swirls of caramel syrup or chocolate shavings or cinnamon flakes.
Have you ever been served a Starbucks espresso drink in a china mug with cinnamon flakes on top of the foamed milk? Has anyone?
My Starbucks coffee has only ever been presented to me in the mostly recycled/recyclable paper cups (or plastic, for cold drinks), and always with a lid that hides any cinnamon flakes that might have been sprinkled on my drink by an extra-thoughtful barista. No matter if I plan to stay in the Starbucks store for hours, sipping my drink and chatting with friends or reading, my coffee still comes in the to-go cup with a lid.
Why? If I intend to drink my coffee inside the store, why can't Starbucks serve my drink to me in the manner in which it is advertised? In the nice china mug, with the swirls and flakes and cinnamon dust?
I should think that it would be easy to ask customers, "for here or to go?" when they place their orders, and to serve their drinks accordingly. Using mugs and glasses for in-store orders would surely save trees and landfill space, although I admittedly do not know how much the extra dishwashing would affect water usage. And if a "for here" customer had not yet finished her drink by the time she was ready to leave the store, she could easily request a to-go cup for the remaining coffee.
Please, Starbucks, stop using your ads to raise my hopes for a delightful coffee-drinking experience, only to dash them with another paper or plastic cup when I visit your store. The idea is to "under-promise, over-deliver"; not the other way around.
There is one thing that always disappoints me about Starbucks, though. It is this:
When Starbucks advertises its drinks on posters, table tents, etc., it shows steaming hot Pumpkin Spice Lattes, or cool-and-creamy Mint Chocolate Frappuccinos, served in beautiful china mugs or glass stemware, with swirls of caramel syrup or chocolate shavings or cinnamon flakes.
Have you ever been served a Starbucks espresso drink in a china mug with cinnamon flakes on top of the foamed milk? Has anyone?
My Starbucks coffee has only ever been presented to me in the mostly recycled/recyclable paper cups (or plastic, for cold drinks), and always with a lid that hides any cinnamon flakes that might have been sprinkled on my drink by an extra-thoughtful barista. No matter if I plan to stay in the Starbucks store for hours, sipping my drink and chatting with friends or reading, my coffee still comes in the to-go cup with a lid.
Why? If I intend to drink my coffee inside the store, why can't Starbucks serve my drink to me in the manner in which it is advertised? In the nice china mug, with the swirls and flakes and cinnamon dust?
I should think that it would be easy to ask customers, "for here or to go?" when they place their orders, and to serve their drinks accordingly. Using mugs and glasses for in-store orders would surely save trees and landfill space, although I admittedly do not know how much the extra dishwashing would affect water usage. And if a "for here" customer had not yet finished her drink by the time she was ready to leave the store, she could easily request a to-go cup for the remaining coffee.
Please, Starbucks, stop using your ads to raise my hopes for a delightful coffee-drinking experience, only to dash them with another paper or plastic cup when I visit your store. The idea is to "under-promise, over-deliver"; not the other way around.
Friday, September 18, 2009
Subways: Boring or Beautiful?
Last week, New York City's Metropolitan Transit Authority unveiled a project that will make subway riders' commute a bit "brighter."
That project is the newly completed art installation by the late Conceptual artist Sol Lewitt. The piece, entitled "Whirls and Twirls (MTA)", is an arrangement of brilliant porcelain tiles on the wall above the staircase at the 59th Street-Columbus Circle subway station. The piece is the first of three Lewitt works commissioned by the MTA; the other two are compass rose floor designs. (Read more about the work at www.nytimes.com.)
Photo by Ángel Franco, New York Times
The piece rather reminds me of another bit of art and culture that was added to the NYC subway recently - without the direction of the Metropolitan Transit Authority. One evening in November 2008, Improv Everywhere, a volunteer group that "causes scenes of chaos and joy in public places," opened an "art gallery" on the 23rd Street subway platform. See their video below:
Both of these initiatives took a typically dirty and dreary part of New Yorkers' daily life - riding the subway - and made it interesting and beautiful. They brought joy (or in the case of Improv Everywhere, "chaos and joy") to the public. At no cost to the public.
What can your organization do to brighten up the lives of your audience? How can you add beauty and delight and surprise and laughter to your customers' experience? What part of your product or service is taken for granted as dull or distasteful, and what can you do to change it?
And don't make your customers bear the cost of this change. Take it out of your marketing budget. The repeat business of your delighted customers and their friends will be more than enough recompense for any extra expense.
That project is the newly completed art installation by the late Conceptual artist Sol Lewitt. The piece, entitled "Whirls and Twirls (MTA)", is an arrangement of brilliant porcelain tiles on the wall above the staircase at the 59th Street-Columbus Circle subway station. The piece is the first of three Lewitt works commissioned by the MTA; the other two are compass rose floor designs. (Read more about the work at www.nytimes.com.)
Photo by Ángel Franco, New York Times
The piece rather reminds me of another bit of art and culture that was added to the NYC subway recently - without the direction of the Metropolitan Transit Authority. One evening in November 2008, Improv Everywhere, a volunteer group that "causes scenes of chaos and joy in public places," opened an "art gallery" on the 23rd Street subway platform. See their video below:
Both of these initiatives took a typically dirty and dreary part of New Yorkers' daily life - riding the subway - and made it interesting and beautiful. They brought joy (or in the case of Improv Everywhere, "chaos and joy") to the public. At no cost to the public.
What can your organization do to brighten up the lives of your audience? How can you add beauty and delight and surprise and laughter to your customers' experience? What part of your product or service is taken for granted as dull or distasteful, and what can you do to change it?
And don't make your customers bear the cost of this change. Take it out of your marketing budget. The repeat business of your delighted customers and their friends will be more than enough recompense for any extra expense.
Monday, September 14, 2009
Exceeding Expectations
Yesterday a friend and I visited the Watters Creek mall in Allen, Texas, for the first time. While we were there, we stopped in a store called Francesca's Collections.
Francesca's is a nice little boutique, well-decorated (as Anthropologie stores are well-decorated, but not in the same style), selling bags and jewelry and female fashion. And I liked the clothing. Trendy but classy. But given the tendency of such boutiques to be well outside my price range (I do not typically like to pay $150-$300 for a blouse that will be out of style in six months), I was fully content to simply browse without purchasing anything.
And then, Francesca's delighted me and exceeded my expectations. Out of curiosity, I checked the price tag on one of the sweaters I was flipping through. It was $38, not $138 as I had expected. I checked the price tag on a blouse - $28. Jeans? $98.
The prices were reasonable! Through the decor and product selection, Francesca's had created a beautiful customer experience of quality and luxury that bespoke an exclusive, expensive boutique. And yet their prices were in a "normal" range, not expensive designer shop range.
Delightful.
Beautiful customer experience + Prices within my budget = Store that I will eagerly patronize
Francesca's is a nice little boutique, well-decorated (as Anthropologie stores are well-decorated, but not in the same style), selling bags and jewelry and female fashion. And I liked the clothing. Trendy but classy. But given the tendency of such boutiques to be well outside my price range (I do not typically like to pay $150-$300 for a blouse that will be out of style in six months), I was fully content to simply browse without purchasing anything.
And then, Francesca's delighted me and exceeded my expectations. Out of curiosity, I checked the price tag on one of the sweaters I was flipping through. It was $38, not $138 as I had expected. I checked the price tag on a blouse - $28. Jeans? $98.
The prices were reasonable! Through the decor and product selection, Francesca's had created a beautiful customer experience of quality and luxury that bespoke an exclusive, expensive boutique. And yet their prices were in a "normal" range, not expensive designer shop range.
Delightful.
Beautiful customer experience + Prices within my budget = Store that I will eagerly patronize
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