by Allan Gorman (www.agcd.com)
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Not long ago, my friend Scott Price, President of NJ Skyline was strolling the floor at the Fancy Foods Trade Show at the Jacob Javitts Exhibition Center in New York City sampling the treats offered at some of the booths.
He stopped by the booth for the State of Texas where a young lady was handing out little cups of Texas gourmet cashews.
The warm nuts were scrumptious, so Scott decided to go back for a second helping.
Well apparently, the young lady recognized Scott and made up her mind to send a message to him that she didn't appreciate that he had the audacity to come back for more.
This time, instead of letting Scott have a full helping, she took pains to count out a measly six cashews (about a third of a normal helping), sending a strong psychological message to Scott that he just better not even bother thinking about returning a third time.
And, what's more...
"We just don't extend a warm welcome to no good, dirty low down rotten free cashew nut snitchers like you here in the State of Texas! Maybe you should try your luck over in Oklahoma, Louisiana or Arkansas where they might be a little less vigilant than we are!"
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ONE BAD EXPERIENCE -- NO MATTER HOW TRIVIAL -- CAN CREATE A BAD PERCEPTION FOR YOUR BRAND
Unwittingly, through her trivial and silly stinginess over a few little kernels (in actuality, she was probably just trying to conserve her cache for other visitors), cashew girl sabotaged the entire State of Texas.
At the trade show, she was a representative for the Lone Star State (or if working for you, would've been an ambassador for your company).
Her insensitivity to her job and actions left Scott with an indelibly bad taste (bad pun!) for Texas. Now, every time Scott sees a cashew, or hears anything about Texas, he's going to recall this episode -- and then he'll retell it to others (like me).
For Scott, Texas now represents stinginess. And, by extension -- if they could do that to a nice guy like Scott, what would happen to someone like me -- who likes his cashews at least as much as Scott does?
I'm for sure going to stay away from Texas!
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YOUR BRAND IS THE RESULT OF A SERIES OF EXPERIENCES - BOTH GOOD AND BAD. MAXIMIZE THE GOOD ONES.
But what if the scenario went a little bit differently? What if the young lady from Texas understood that giving out free cashew nuts was a vehicle for spreading good will?
Then, upon seeing Scott for a second time, she might have said (with a smile): "I see you like our cashew nuts. Aren't they delicious? This time I want you to have an extra big portion. 'Cause I want you to remember and tell your friends that's the way we do business down here in Texas... big state... big heart... big portions... big welcome! And next time you have a hankering for cashews, you think just of your friend Helen."
Wouldn't that have been a better story? What good memories would cashew nuts and Texas trigger then?
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THE DESIRED RESULT OF GIVING OUT CASHEWS
Why did her boss ask her to hand out cashew nuts anyway? Wasn't her job to make Scott want to come back for more? Wasn't her job, giving away free samples of a "Taste of Texas", to build prospect and customer loyalty... good will and "brand fans" who would spread the good word?
Why do you think I write these monthly newsletters?
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Visit www.agcd.com to download a complimentary copy of Mr. Gorman's "Ten Marketing Secrets for Building a Sexier Brand" and subscribe to his monthly newsletters.
