Creative Commons

How to Act on Marketing Lessons Learned from a European Vacation

GOT THE POST-VACATION BLUES? THOSE FRESH IDEAS NEED ACTION.

Some down time along with change in scenery is a fabulous way to recharge and get the creative juices flowing. As a business owner or marketer on vacation, do you look for those trends, unique ideas and experiences that might cross over to your market? Have you taken some of these ideas and put them into practice? After a spring vacation in Europe, here are some ideas and lessons learned, fresh perspective that can only come from some time away from it all.

IDEA: PULL, DON’T PUSH YOUR TARGET CUSTOMER.

Service standards are quite different in European restaurants. They often pride themselves on exceptionally professional service that isn’t pushy or invasive. They keep a low profile but just seem to show up at the right time to let you know they are there to serve.

Lesson learned: Thoughtful, timely customer service is appreciated. Having a professional approach to each customer interaction goes a long way to creating a memorable experience. In the marketing world, this approach could be effectively delivered with the help of marketing automation tools that are strategically timed at different phases to move prospects into action.

IDEA: GO LOCAL. THIS TREND IS NOT GOING AWAY; IT’S ONLY GETTING STRONGER.

Wherever we went, our hosts were proud to feature local ingredients, give the insider’s scoop or make a special connection that took our vacation to the next level. They understand the importance of sharing their insider’s tips and they took care to highlight unique aspects of the region to give visitors plenty of experiences and reasons to return.

Lessons: What aspects of your product or service are home grown or only found in a specific place in the world? Can this cachet can be inserted into the brand story? If you do partner with makers from abroad, have you shared insight on why you chose to work with them and how you work together to deliver a one-of-a-kind product?

IDEA: ADD LITTLE TOUCHES THAT COMPLEMENT THE FEATURE PRODUCT OR SERVICE YOU’RE SELLING.

At the nicer restaurants, glasses of house-made limoncello and honey grappa appeared at our table after a big meal. These little shots of deliciousness also helped us digest and fondly remember the tasty nuances of the local cuisine.

Lessons: Being generous goes a long way. To help word-of-mouth promotion or customer loyalty, are there any small extras that might surprise & delight your customers? Without straying away from the core of your brand, where could you add a little touch to say thank you? A recent purchase I made for a photo album came with a pretty card from Artifact Uprising to express their gratitude and remind me of their satisfaction guarantee: a brand extension that strengthens their promise.

IDEA: SLOW DOWN TO ENJOY THE MOMENT.

Cobblestones and pedestrian-only streets forced us to chill, take in the ambiance and enjoy the scenery just a little bit longer. Meals were was savoured since servers bring courses at the right moment and never offer the bill unless the customer asks for it. Before making a purchase, we mulled things over and enjoyed the friendly, no pressure service.

Lessons: Don’t rush the sales cycle or customer service delivery unnecessarily. For many products and services, business owners underestimate the cost and time for the customer acquisition process. When customers have a chance to figure out their wants and needs or make a few comparisons, they’ll be more satisfied with their purchase. If a business is consistent with customer service and follow up, this will help to build a more loyal following and vocal brand advocates.

IDEA: PRIDE IN CUSTOMER SERVICE.

Boutique hotels and apartments were spotless, decor was authentic, service was delivered by local staff who were proud of their heritage and keen to assist us. Instead of cluttered stores, retailers used effective merchandising to ensure a select group of products stood out. Clerks are trained to genuinely help customers meet their needs so they can avoid having to rummage through the racks.

Lessons: Does your brand stand behind your products or services with a guarantee? Do your employees exude pride when interacting with customers? Is there pride coming through in your voice through marketing campaigns and branding? Don’t be shy, give your targets plenty of reasons why your company is head and shoulders above the rest.

Still planning to hit the road this summer for some time away? Keep your eyes open and see where the trends, ideas and experiences might help to refresh a tired approach to marketing. Need some assistance to breathe new life into your company marketing plan? Contact Seeds Consulting and let’s cultivate new ideas to grow your business. While you’re at it, sign up for our newsletter to receive a free template for a marketing plan on a page.