Find Your Inner Penguin

"Because, in the process of defining the future, the plan begins to shape itself to reality, both the reality out there and the reality you are able to create in here. As those two realities merge, they form a new reality, call it your reality, and call it the unique invention that is uniquely yours, the reality in your mind and heart uniting with all the elements in your business and your business with the world to form something that has never existed before in exactly that way.

Michael Gerber E-Myth Revisited

I've often written about specific techniques on how to plan and orchestrate a memorable retail experience. Today we talk about context. What are you trying to do? Those who say, "Make money," miss the point. The marketplace will not tolerate a business, at least not for long, whose sole purpose is profit. As we look to fulfill perceived needs of specific target, the focus on the 'how' or the 'what' of your enterprise is secondary to determining the 'why'. Are you able to define your purpose? It is for you to dig down and reveal your "Inner Penguin", that incomparable expression of your 'you-ness'.

My friend and colleague, Michael Katz is in the e-marketing business, focusing on e-newsletters and marketing strategies. His work is superb, but it is his name "Blue Penguin Development" and his title, Chief Penguin, that gets noticed first and creates the initial indelible memory. Why penguin? Who on earth knows, except that it represented to him an inimitable expression of his soul. He is accountable to deliver the services he promises, of course, but he is remembered.

You are sorely mistaken to believe that 'good food, served in a comfortable environment by friendly servers,' is effective positioning. Any competitor with a clearly articulated vision offering the same commodities, can charge more, steal your customers and clean your clock. Think about the old time amusement parks versus Disney. Think about the classic coffee shop versus Starbucks.

Start with the vision, the 'Inner Penguin', your ultimate destination in which you imagine and articulate the business you wish to be. Without that end point, any road will do and most get you lost. When you have an end state in mind, then the 10 GEMS (Guest Experience Marketing Steps) fall right into place. What are the 10 GEMS?

The 10 GEMS™

1. Know Thy Audience
2. Know Thy Staff as Thyself
3. Orchestrate a Theatrical Experience
4. Be Distinctive
5. Deliver On Your Promise
6. Target Your Efforts
7. Be Innovative
8. Know Your Competition
9. Be Profitable
10. Market From Inside, Out

With the vision, that peerless view of your own promised land, these steps become straight forward and fulfilling. You'll provide a guest experience that only you are capable of providing. Even those of you who are franchisees of a concept, your vision of the experience, abetted by the franchisor's brand identity, still must be delivered in an unsurpassed manner. Why do you think there are such disparities in sales between franchise stores of like location, demographics and population?

The 'Inner Penguin' in each of us is a combination of the features, qualities, beliefs and values that transform a human being into a distinct personality. How to get there? Start with the ultimate vision, and then pull back to determine what you need to do each day within a defined set of business principles and concept standards to get there. Don't permit yourself to be a generic 'thing'. Find your 'Inner Penguin'.

 

I come across vendors who have interesting products and services that can help you develop and execute Guest Relationship Marketing Strategies in The Experience Era. Since good help these days is so hard to find, I will on occasion share some of them with you.

The vendor is Blue Penguin.
As this issue is about inner penguins, it is only fitting that I offer Michael Katz an appropriate plug. Besides being a remarkable marketing mind, he is a flat out scream. He knows the 'e-world' and how to develop powerful relationship based marketing programs. I highly recommend him and his book, E-newsletters That Work.

You can click here for a direct link to Amazon.com.

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Have any questions about this issue? Please feel free to email me at rick@rickhendrie.com, or call me at 617-547-5123 or 617-335-1011. I'll do my best to help you out.