Now that’s what you want, your contractors staff being polite and civil advocates for your brand.
This morning, at Loddon Primary School, there was a big hole in the ground. There were four workmen digging a trench to lay green pipes to carry data cables. As you can imagine this gathered a crowd of 8 and 9 year old boys that found this all much more fascinating than going into school.
One of the boys asked the men what they were doing. Back came the reply, “We are laying data cables for Virgin Media so that you can get faster internet in school.” Wow!
Many people know I’m not a Virgin Media fan (largely because in my opinion they are NTL in disguise) but what great advocacy for your brand. And then one of the boys went off and repeated the message to a friend…that’ll be word of mouth as well.
So, plaudits where they are due. The contractor working on the site was Welch Civils. Well done to you and Virgin Media.
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It’s the contrasts I find interesting. In a couple of hours opinions of a business and it’s brand image can change so quickly.
For the worse: a McDonald’s cashier swearing in front of my children. Unacceptable and I paid for the privilege of that.
For the better: ASDA, who aren’t high on my list, had a manager on the checkout genuinely wanting to know the customers view of their range and the shopping experience.
Which business is going to improve the most? It really is no contest is it? If they had conducted a Net Promoter Score on the same day it would have shown them poles apart.
I read a fine article in Marketing magazine about brand advocacy.
“Marketing often gains a reputation for cherishing style over substance. Its detractors accuse it of shouting about product benefits, or, in the absence of these, a nebulous lifestyle positioning, regardless of the quality of the customer experience.
“But in reality, plenty of brands over the years have found the opposite strategy to be more effective: don’t shout too loudly, then delight consumers when the product experience exceeds their expectations.
“The strategy of under-promising and over-delivering is one that seems to be gaining ground. Two recent studies suggest it is key to delivering profitable growth, though both underline how many brands continue to disappoint.”
Read the rest of this at Brand Republic.