A combination of personal and business reasons took me to California recently. While out there I had two experiences on either end of the "expense" spectrum that drove home a "how-you-go-to-market" basic I have long advised my clients to follow.
I spent $5 (or so) to eat an In & Out Burger, fries and vanilla milkshake. I spent considerably more to stay at a really nice resort as a small part of my visit to L.A. Both were amazing encounters and each destination knew exactly how to create the right experience.
The line at the drive-thru for the world-famous burger was around the corner. Really! All the way around the block. But it was worth the wait. The people were friendly, the food amazing, and the experience everything I had heard it would be.
Shutters (the resort) created an oasis on the ocean in Santa Monica, and they thought of everything. There was even a stamped envelope with custom stationery to send your own comments to the CEO. Not one element was left to chance at this incredible hotel.
The lesson: Determine why you stand out. Execute your plan. Know what you are. Be the best at what you do.
Whether you run a $5 burger stand or a 5-star resort, the key is identifying how you are unique.
Too many organizations try to be too many things to too many people. Figure out what you are, pay attention to caring for your customers, patients or clients, and then find ways to do those things even better. It's simple. That doesn't necessarily mean it's easy.
Guest blogger Bruce Bryan is the founder and President of B2C Enterprises, an award-winning advertising, marketing and business development firm based in Roanoke, Virginia. He's also a member of the BusinessVoice Board of Governors. To reach him, call 540/904-1229 or visit www.b2cEnterprises.com for more information.