On a recent trip to New Orleans, I stayed at the newly renovated Hyatt Regency Hotel on Loyola where some lucky fresh produce industry folks will be staying during this year’s PMA Fresh Summit. Those of you that are, you’ve made an excellent choice.
After checking in and upon entering my room for the first time, I was welcomed by dimmed lighting and a flat screen television that announced, “Welcome Megan Zweig. How can we help you?”
Now I travel enough to know that this is not a common practice - taking the customer service that I received upon check-in even further by exhibiting that the service wasn’t ending, but instead only beginning. Once I calmed down and set down my bags, I was then inspired to place my order for dinner through that very welcoming and helpful television. I was able to design my very own salad featuring my choice of lettuces, proteins, fruits, vegetables and dressing. Wow.
This extraordinary experience got me to thinking about inbound marketing and our approach to being present for the people that are seeking information about the fresh products and services that our clients sell. For our industry, the product is available at a store and is purchased. The consumer then cooks or consumes the product and may be delighted with the flavor, quality, freshness or all of the above. They then go to the Internet to find out more about the wonderful people behind this amazing product they just consumed and voila, they find you.
When they find you, are you wowing them? Are you giving them a reason to stay, hang around and convert to become a regular recipient of information from your company? Can you even imagine what an experience like mine at the Hyatt might be like if applied to your website?
The practice of inbound marketing helps us to fine tune our marketing efforts to be available to the people or tribes that care about the products that we sell, based on permission and upon the consumer’s request.
For instance, now that I’ve had such a wonderful experience with the Hyatt in New Orleans, I consider myself a loyalist. I will be returning to New Orleans in October and, when I do, you bet I’m going to lobby for our team to stay at the Hyatt Regency on Loyola, in addition to sharing that information with thousands of my closest fresh produce buddies. I am now a converted brand champion of Hyatt Regency because I liked their attention to service, as they kept me hooked and wanting more throughout my stay at their hotel.
How are you surprising and delighting your customers or consumers? Are you reaching and capturing the people or tribes that care most about your products? They ARE out there and are just waiting for you to wow them.