Why do we feature images of monuments across our site? It’s more than just aesthetics. It’s a lesson and a reminder.
How much marketing do you think Paris needs to do to get tourists to visit the Arc de Triomphe?
How much does Rome need to do to get people to visit the Colosseum?
How much does Athens need to do to get people to visit the Acropolis?
None. Why? Because these monuments are intrinsically worthy.
MONUMENTS STAND OUT.
They are a “must see” for tourists. They don’t need advertising. They don’t need marketing consultants. They don’t need a billboard to tell people about their value proposition.
The first step of marketing should always be to make sure we have something that is worth marketing. Marketing starts with the design of the product or service. Make it amazing. Make it fantastic. Make it so good that people want to talk about it with their friends.
One of the first things we do with new clients is work out how their product or service stands out. Is it amazing? If not, what do we need to do to make it amazing?
Often clients don’t know the answer to that question. They obviously think their product / service is pretty good, but is it amazing? To answer that, we need to ask their customers. Get them to tell us what would need to happen to change the game. You might think “the product is the product”. But is that true? Even if that is true, what kind of things can you build around the product to make it amazing?
I’ll give you one example that comes immediately to mind – Apple’s retail service. Now their products are pretty amazing by themselves. But the service just make them even better. I can’t remember how many times I’ve gone into an Apple store with a faulty iPhone and had them replace it on the spot, within ten minutes. The last time was just a few months ago. My phone started to have audio problems. Took it into Apple, they checked it, confirmed the problem and replaced it on the spot – with a smile. How often do you experience that kind of service? Would your customers like that kind of service? Do you provide it? If not, is there some way you can blow customer’s minds with something like that?
BLOW THEIR MINDS.
By the way, the icon of our logo is supposed to represent the idea of a monument.
Cameron Reilly of Motherlode (Marketing Consultants Brisbane).