After a very enjoyable dinner the other night at a local eatery, Café del Rey, I exited the restaurant to wait for my car. Tipping the valet, I got into my car to find, on the passenger seat, a small, Café del Rey – labeled bag. It was filled with some yummy treats – a few biscotti, cookies and small pastries. What a nice, unexpected surprise. I waited until I got home but, not having had dessert with my meal, I indulged as soon as I arrived.
Now, most marketing is used to get people in the door. Using the example of a restaurant, it may have garnered customers with an ad, an email, a flyer, a coupon, word of mouth, etc. But to continue that marketing once a satisfied customer has paid and left?
Café del Rey continued their marketing cycle beyond the sale…in a simple, creative, tasty manner. The approach was thoughtful and as a customer, I felt that they showed they cared about my experience. Will I return? You bet. Would I have returned without the gift? Probably. But I’ll make a point of going there next time I want a special dinner out.
Because they care.
The message? Think beyond the primary sales/service transaction. Give your customer a gift – show that you care. It doesn’t have to be an actual “gift” or item…but some token of your appreciation. I can only think of one other experience at a restaurant that was an “after the fact” action: the previous evening’s restaurant called the following day (they had taken my phone number at the time of the reservation) to see if we had enjoyed our meal.