Marketing Lessons From Tu Tu Tango
| Category: Marketing | Date: 2001-08-10 |
I don't get out much. I've got a beautiful 5 month old son who keeps me "honest" and out of trouble. But, when I do get out, I like to go out to dinner at a nice restaurant. You know, to enjoy a nice, peaceful, tasty dinner, and to be treated like I'm important.
Well, even when I do get out, the part where I'm treated like I'm "important" rarely ever happens. However, last Saturday evening I was in shock to find the best damn waitress I have ever encountered. Not only was I treated like "gold", but I found someone who took their job a lot more serious than anyone I have ever encountered at a restaurant.
As a marketing consultant, I critique service everywhere I go. Restaurants, in my opinion, have the greatest opportunity to build long-lasting, loyal relationships with their customers, but most fail miserably in the "customer" service and marketing game.
Last Saturday evening, I found myself in a profound state of surprise to discover an array of excellent marketing strategies being used on me...and it was absolutely fabulous!
In the hour and half I had dinner, I:
Felt like a friend to my server - She got to know me and my son. She remembered our names every time she came to the table.
Felt incredibly welcome and important
Was explained why this particular restaurant was unique and special
Was "upselled" to a better, more expensive dinner. And, when I ordered a drink, was "upselled" to a better, more expensive bottle of liquor
Was "cross-selled" to more appetizers, that were delicious and well worth the extra cost
Was "guaranteed" that I would love my dinner, or they would not charge me for the dinner, and
Was added to the mailing list for upcoming events and for savings only given to "loyal" customers
So, why is this important. Because good marketing is rare. It's especially rare to find a waiter/waitress who understands and utilizes these great strategies. Did I mind getting upsold to a more expensive dinner? Of course not! Especially because her sincerity was evident when she asked, and her intent was to give me the best damn dinner I could have while eating at that restaurant.
The strategies she applied can be used in every business.
If you're not:
Making your customers feel like dear and valued friends...
Making your customers feel like they're the most important people in the world...
Communicating why your product or service is unique and beneficial to them...
Upselling your customers to a better product or service that they may not be aware of...
Cross-selling products and services that may enhance the quality of experience they have with your other products or services...
Standing by your product or service with a strong, risk-free, guarantee...or,
Adding your customers to your mailing list and staying in touch with them on a consistent basis, offering them savings and special discounts for being a loyal customer...
Well, you just might not be in business for very long.
I learned a lot from this waitress, and you can too. Marketing IS your business, it's not the trade you're in. Without happy customers who'll buy from you often, your business will die.
This waitress got a very generous tip from me. I felt compelled to do that because she did so much to make me feel like I was important during my "not-so-frequent" out-for dinner night.
Your customers will "give back to you" if you'll only treat them like they're the most important people you know.
PS. By the way, the restaurant is Cafe Tu Tu Tango, and it's at the Universal CityWalk in Los Angeles. The server was Courtney. (Ask for her by name!)
©2001 By Craig A. Valine
About the Author
Craig Valine is the publisher of the The AwfulMarketing Alert Newsletter, "Where you learn GOOD marketing strategies by looking at those who do it really BAD."
To subscribe his free newsletter, go to: http://awfulmarketing.com/ezinesubscribe.htm
:To contact see details below.
questions@awfulmarketing.com
http://www.awfulmarketing.com
Well, even when I do get out, the part where I'm treated like I'm "important" rarely ever happens. However, last Saturday evening I was in shock to find the best damn waitress I have ever encountered. Not only was I treated like "gold", but I found someone who took their job a lot more serious than anyone I have ever encountered at a restaurant.
As a marketing consultant, I critique service everywhere I go. Restaurants, in my opinion, have the greatest opportunity to build long-lasting, loyal relationships with their customers, but most fail miserably in the "customer" service and marketing game.
Last Saturday evening, I found myself in a profound state of surprise to discover an array of excellent marketing strategies being used on me...and it was absolutely fabulous!
In the hour and half I had dinner, I:
Felt like a friend to my server - She got to know me and my son. She remembered our names every time she came to the table.
Felt incredibly welcome and important
Was explained why this particular restaurant was unique and special
Was "upselled" to a better, more expensive dinner. And, when I ordered a drink, was "upselled" to a better, more expensive bottle of liquor
Was "cross-selled" to more appetizers, that were delicious and well worth the extra cost
Was "guaranteed" that I would love my dinner, or they would not charge me for the dinner, and
Was added to the mailing list for upcoming events and for savings only given to "loyal" customers
So, why is this important. Because good marketing is rare. It's especially rare to find a waiter/waitress who understands and utilizes these great strategies. Did I mind getting upsold to a more expensive dinner? Of course not! Especially because her sincerity was evident when she asked, and her intent was to give me the best damn dinner I could have while eating at that restaurant.
The strategies she applied can be used in every business.
If you're not:
Making your customers feel like dear and valued friends...
Making your customers feel like they're the most important people in the world...
Communicating why your product or service is unique and beneficial to them...
Upselling your customers to a better product or service that they may not be aware of...
Cross-selling products and services that may enhance the quality of experience they have with your other products or services...
Standing by your product or service with a strong, risk-free, guarantee...or,
Adding your customers to your mailing list and staying in touch with them on a consistent basis, offering them savings and special discounts for being a loyal customer...
Well, you just might not be in business for very long.
I learned a lot from this waitress, and you can too. Marketing IS your business, it's not the trade you're in. Without happy customers who'll buy from you often, your business will die.
This waitress got a very generous tip from me. I felt compelled to do that because she did so much to make me feel like I was important during my "not-so-frequent" out-for dinner night.
Your customers will "give back to you" if you'll only treat them like they're the most important people you know.
PS. By the way, the restaurant is Cafe Tu Tu Tango, and it's at the Universal CityWalk in Los Angeles. The server was Courtney. (Ask for her by name!)
©2001 By Craig A. Valine
About the Author
Craig Valine is the publisher of the The AwfulMarketing Alert Newsletter, "Where you learn GOOD marketing strategies by looking at those who do it really BAD."
To subscribe his free newsletter, go to: http://awfulmarketing.com/ezinesubscribe.htm
:To contact see details below.
questions@awfulmarketing.com
http://www.awfulmarketing.com
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