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Marketing after the fact: here’s a (sweet) tip!

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 […]

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.

Great idea!

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? 

Genius.

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. 

Sweet.

Martha Spelman is a marketing consultant who builds businesses – creatively.  You can find out more at: marthaspelman.com. You can email her at: martha@marthaspelman.com.

ABOUT THE AUTHOR

Martha Spelman is a Los Angeles-based branding and marketing expert and the co-founder of Packbands silicone storage and organization straps. Martha is the author of The Cure for Blogophobia: How to Easily Create, Publish & Promote Your Business Blog. Click to connect on LinkedIn, Twitter and Facebook.

To find out more about Packbands, visit the Packbands website. Martha can be reached directly at: 310.266.6992 or martha@marthaspelman.com