10 Unexpected (and fabulous) tourism guest service stories.

September 20, 2021

Filed under: Customer Service, Marketing Strategies, Observations From the Field, This is Cool — @ 8:58 am

Here’s the way to create indelible tourism memories: deliver completely unexpected, fabulous, and highly personal guest service. Also, spoiler alert…there’s a story in this piece about my trip to Spain that’s going to horrify my mother. (Mom, if you’re reading this, I’m sorry. I’m older now and I won’t do it again.)

Tourism businesses – hotels, airlines, attractions, cruise lines, tour companies, etc. – often invest a ton of money and labor developing comprehensive guest service programs and amenities. And those bring value to the tourism experience, no doubt. But the simple truth is that PEOPLE create the unexpected, joyful moments that make the most lasting impressions on guests. Moments like these ultimately transform guests into ambassadors.

I travel for a living because I do tourism marketing and consulting work around the world. So that means I’ve stayed at hundreds of hotels in dozens of countries and have thousands of tourism experiences under my belt. Many of these have been utterly outrageous – like the time I stayed at a five-star luxury resort in the Caribbean for a grand total of 12 hours (including sleep) as part of an island-wide site assessment.

At this resort, I had my own butler, who literally unpacked my entire suitcase and pressed all my clothes and hung them…despite the fact that he was just going to fold and pack them all up again 12 hours later. When I came in from dinner that night, he had decorated the entire bathroom with flower petals and candles, drawn a bath, and had champagne chilling next to the tub for me. I was tempted to stay awake all night just so I could see what he’d do next.

You’d think an experience like that would be near the top of my “best hospitality experiences” memory list, right? But no…and not because it was too short-lived to enjoy it. It’s because there’s nothing extraordinary about that level of service at that type of resort. Don’t get me wrong, it was absolutely lovely and I enjoyed every second of it. But it all followed a carefully planned script that was delivered uniformly to all guests. Plus, for the price of that suite, it was completely expected. Indeed, I’d have been disappointed if the service had been anything less.

So no…those types of experiences don’t top my “best hospitality experiences” list. In fact, all of the experiences that have made a lasting impression on me and turned me into a loyal, enthusiastic ambassador for each organization have just two things in common: 1) they were completely unexpected, and 2) they happened because an employee I encountered went out of their way – and off script – to bring me joy.

And here’s the best part: most of the experiences cost the business absolutely nothing to deliver.

So here, in no particular order, are 10 of my most unforgettable, unexpected, and completely fabulous tourism guest service experiences.

I was offered a home-cooked meal.

When I called the Torrent River Inn in Hawke’s Bay, Newfoundland to make a one-night reservation that split up a 10-hour drive for me, I asked what dinner options would be available for my late evening arrival. Turns out, the inn is in the middle of nowhere, AND their restaurant would be closed, AND it was Canadian Thanksgiving that day. Guess what? The employee on the phone – who was not the owner, btw – offered to bring me a plate of food from her family’s Thanksgiving dinner when I arrived. She wasn’t even going to be working that night.

I was sent the souvenirs I regretted not buying.

As I was checking out of the Henry Jones Art Hotel in Hobart, Tasmania, the bellman asked me what I was going to regret most about leaving their beautiful island. I didn’t even have to think about it: I had seen a mug at a touristy store in town that cracked me up and was just sooooooo Tasmania. But not being “that kind” of a souvenir buyer as a rule (I’m more likely to buy a local recipe book or items made by a local artisan), I didn’t buy it. But as soon as he asked me what I would regret about leaving, not buying that mug was the first thing that came to mind. When I got home to New York three weeks later, guess what was waiting for me? A set of four of those mugs, compliments of the hotel.

Picture of souvenir mug that says Send Tassie More Tourists the Last Ones Were Delicious

They brought me handpicked wildflowers.

My stay at the York Harbor Inn in Maine began horribly: the night I arrived, I realized I had strep throat. It took a bit of time to get the right meds, so for 72 hours I stayed feverishly holed up in my room. Ultimately I even had to extend my stay because I was too sick to leave. On the day I emerged from the room for the first time, I let housekeeping know I was stepping out for a while so they could go in and fumigate (bless them). When I got back, besides the room being sparkly clean, there was a jar filled with wildflowers and a note: “We’re so glad you’re feeling better. Love, the Housekeepers at the York Harbor Inn.”

They made me a pillow.

In what might just be the greatest guest service experience of all time, this housekeeper made history for me. At the hotel that has since been rebranded as Hotel Halifax in Nova Scotia (but don’t worry, the staff is the same and the service is just as exceptional), Sandra the housekeeper recognized that I was using a towel in a pillowcase every night during my stay…and then she started making towel pillows for me on her own. Let me be clear: I do this in hundreds of hotels and no housekeeper has EVER done anything other than remake the bed with fluffy pillows intact and towels hanging back in the bathroom where they belong. So to discover Sandra’s towel pillow with a special note to me was like the greatest surprise of my tourism life. In fact, when I blogged about the story, it was shared over 100,000 times and even earned Sandra and the hotel an award from their corporate brand. Read here How One Housekeeper Won My Brand Allegiance…and My Heart.

A note to Chris Miranda from the housekeeper at the Hotel Halifax as an example of unexpected, fabulous tourism guest service.

I was given free coffee and treated like a celebrity.

To this day, I still don’t know how she did it. When I walked into the sundries store at Smugglers’ Notch Resort in Vermont to get a cup of coffee, the cashier told me she knew who I was and the coffee was on the house. Yes, I was there to deliver the inspirational keynote speech at the resort’s season-opening employee rally. And yes, it’s not like they had a ton of guests roaming around just before ski season started. Maybe they had sent around my picture to all staff or posted it in the employee breakroom, or maybe she just figured the one stranger in the shop HAD to be the day’s guest speaker. Or maybe – could it be? – she remembered me from when I spoke there a year prior, even though we hadn’t met. But you know what? I don’t want to know. It’s way more magical not knowing. I was just recovering from a grueling, white-knuckle nine-hour drive in a snowstorm to get there, and to be unexpectedly recognized by a random staffer and given free coffee was just the BEST THING EVER.

There was a dog waiting in my room.

While presenting a tourism community workshop on developing hotel packages and experiences at the Rodd Miramichi River Hotel in Miramichi, New Brunswick, I jokingly suggested that it would be awesome if hotels could offer a dog as part of a stay. As there were many dog lovers in the audience, we bounced that fun topic around a bit and everyone learned how passionate I am about dogs. Turns out, the general manager of the hotel happened to be in the audience for that workshop. He secretly texted a hotel staff member to quickly go buy a toy dog (It barks! It moves!). By the time I finished that workshop two hours later and went up to my room, that dog was waiting there for me…complete with dog bed, treats, and a special note from the hotel. Tourism guest service doesn’t get more unexpected and fabulous than that.

Christina Miranda showing a fabulous and unexpected tourism guest service example while she sits in a dog bed holding the toy dog delivered to her room at the Rodd Miramichi River Hotel.

I got extra dumplings just because I asked for them.

While at legendary restaurant Buddakan in NYC, my indecision between two appetizers prompted me to order one and then mischievously ask if I could just taste ONE dumpling from the other… just so I’d know for next time. Imagine my surprise when – in addition to the appetizer I ordered – the server brought out an ENTIRE dish of Szechuan pork dumplings instead of just one…and then told me there was no charge for them. That simple act of kindness (and investment) earned them my loyalty, return visits, and about a zillion referrals. In fact, I did the math at the time and their ROI for that one gesture was so strong that I wrote about the experience here: You Can’t Find Love on a Spreadsheet.

I got into a sold-out bullfight in Spain against all odds.

There was not a ticket to be had for the high-profile bullfight happening when I was staying in Madrid. Watching a bullfight is not for the faint of heart, but I had no intention of leaving Spain without experiencing such a rich cultural tradition. When I asked the concierge at my hotel, which has since been rebranded as the ME Madrid Reina Victoria, I learned that there was no way I could snag a ticket without giving up my retirement savings. I went away sad. Until the next day, when he took me aside at breakfast and told me a family he knows agreed to let me join them, no charge. TBH, it was like being in witness protection: I was taken to an appointed street corner on the back of a motorbike by one of the hotel’s dishwashers, met there by a niece in the family, handed off to a cousin in a café near Las Ventas Bullring, and then – no lie – smuggled into the arena by the family. This incredible group of nearly 30 people shared their food & drinks with me, educated me on the whole spectacle of bullfighting as it unfolded, and introduced me to nearly every person in our section of the arena. And they wouldn’t accept a dime. It was truly one of the best days of my life, being embraced by these strangers and immersed into their culture. It was only the next day that I realized I was lucky that all those witness-protection-style-logistics didn’t end up with me being sold on the black market to a world of unpleasant things. Ah, to be young and blindly trusting again.

They protected my cupcakes to the death.

When I arrived at the WestJet check-in desk at LaGuardia Airport enroute to Newfoundland by way of Toronto, I had 875 cupcakes in tow. My goal: get those cupcakes all the way to St. John’s, NL, in one piece – frosting intact – to deliver as a surprise at a tourism industry speech. I was a nervous wreck because we all know baggage handlers aren’t always the most gentle caretakers, but there was simply no other way to get these cupcakes there fresh and on time. Enter Jesse and Alex at WestJet. They dove right into being co-conspirators on “Operation Cupcake Surprise,” and took personal responsibility for marking the boxes and shepherding them to the plane. Then, at the gate, they introduced me to the baggage supervisor who personally stacked my boxes on board in a cool dry area, making sure they were all upright. And they alerted the flight crew of the precious cargo to ensure my cupcakes and I got the same extraordinary treatment when we changed planes in Toronto. The cupcakes were in perfect condition upon arrival. PS – they even gave me an upgrade. #fan4life

Chris Miranda stands between two WestJet employees at the gate in an example of unexpected and fabulous tourism guest service experiences.

Someone bought me a hairdryer.

While staying at The Peninsula Chicago, I needed a hairdryer with a special attachment as mine broke during the arrival flight. They didn’t have it at the hotel, so on my way out to my dinner meeting, I asked the concierge for help locating a place to purchase one. Requirements: it had to be on my route to/from dinner, open in the evening, and definitely have it in stock. I told him I was absurdly pressed for time that night, but needed it for 5am the next morning to groom for a big presentation. The concierge instantly responded to my stress level and just said “go to your dinner, I’ll take care of it for you.” When I got back to my room that night, the hairdryer was sitting on my bed with the money I gave him to buy it and a note on the box: “This one’s on me. Knock ‘em dead tomorrow.”

You see? It’s PEOPLE that make the most lasting impressions. PEOPLE create the unexpected and fabulous guest service moments in tourism. And those moments become marketable. They create ambassadors for your brand.

So if you’re a tourism business, the moral of the story here is this: 1) hire kind people who like to make others happy, and 2) give them the freedom – within reason – to put that skill into practice with your guests.

Oh and here’s a tip: do NOT let ridiculous and out-of-touch corporate policy override guest happiness. The chocolate chip cookie policy at this resort is another experience I’ll never forget…but not in a good way.

Here’s a smart idea for tourism content creation.

August 12, 2021

Filed under: Digital Marketing, Marketing Strategies, Observations From the Field, Social Media — @ 10:11 am

Recently, I came across the National Aquarium of New Zealand’s Instagram page and thought: now there’s a smart idea for content creation in tourism. Their “Penguin of the Month” feature awards both a “naughty” and “good” category. The award post captions are hilariously descriptive and draw the audience into the ongoing competition. I even admit to being disappointed this month when little Mo reclaimed the Naughty award after finally winning the Good award a few months ago.

The beauty of this concept isn’t just leveraging the cuteness of penguins. It’s the fact that they’ve established an interesting, personal, and sustainable stream of content that eases the burden of content creation.

The most frequent complaint we hear from marketers who are responsible for feeding multiple social and marketing channels weekly is this: it’s a pain in the a** to figure out what to post all the time. This is especially true if content creation is only a sliver of the person’s job. Coming up with ideas for engaging content takes time and mental bandwidth. And if you’re a tourism marketer who wears many hats, you know those two things are always in short supply. This is why concepts like Throwback Thursday were born, because it’s an easy reach for a weekly content idea. (BTW, don’t ever use the hashtag #tbt. Here’s why.)

It’s always smart to find marketing ideas in the wild and use them to spark new ideas tailored to your own unique situation. You can get more specific help on how to do that here, but for now, let’s talk about the “of the month” type of content feature.

Obviously, if you’re a zoo, aquarium, or any type of animal farm/sanctuary, this idea is ideal for you. It doesn’t matter if other attractions are doing it too… it’s not a mutually exclusive marketing concept. Your “of the month” feature is tailored to your animals, your attraction, and your audiences.

But what if you don’t have cute animals in your content toolbox? You can still tap the “of the month” magic with an interesting, personal, and sustainable stream of content that makes sense for YOU. It doesn’t matter if you’re a hotel, destination, tour company, restaurant, cruise line, or whatever. People generally like to be entertained by tourism and hospitality content. This means you’ve got a blank canvas to craft an engaging concept that works for your business. For example, you could do fun, funny, and/or tongue-in-cheek versions of…

Quirky Object of the Month Award, for which you tell a fun story about an interesting knick knack, piece of furniture, piece of artwork, weird utensil, or whatever else is on your property. Don’t just describe it…give it personality. “This pitcher shaped like a rooster is a fan favorite here at the inn. It was originally used to hold milk at the family’s breakfast table, but now we often use it to hold sangria at our Friday happy hours. Hmmm. Maybe that’s why it’s a fan favorite?”

View of the Month Award, which could take many forms. Shots from inside hotel rooms looking out, cool/breathtaking views in your area, secret viewing spots only locals know, etc. Again…captions shouldn’t be boring here, like “isn’t it breathtaking?” Rather, add flair, like a recurring theme of “if this view could talk, it would say…” and each time answer it with something that grabs attention. Like, it would say “…why didn’t you bring a picnic?” Or “…sell your house, pack your belongings, and just move here already.” Or “…would you like a side of wine with this?”

Activity of the Month Award, which could cover anything from physical/exercise activities (i.e. hiking) to seasonal activities (i.e. berry picking) to “only in your area” activities (i.e. oyster shucking down at the local marina) to quirky/random activities (i.e. instructions for proper stretching after a long car trip).

The categories are endless and would be all the more engaging if they’re unexpected. A city destination might do a “Parking Spot of the Month” feature, and use it to highlight a cool block of shops in various neighborhoods. A hotel might do a “Guest of the Month” feature, but it’s all about the dogs, cats, and other pets that visit…not people. A cruise line might do a “Towel Animal of the Month” feature, and make up a story behind each animal as if it were a live being.

The point is…an interesting, personal, and sustainable “of the month” feature is an excellent way to ease some of the burden marketers face in generating content.

And WATCH THIS SPACE to see if little Mo the penguin ever makes it back to the “Good” list.

What does cheugy mean? When you know…you know.

May 4, 2021

Filed under: Observations From the Field, Effective Communication — @ 9:35 am

A picture of homemade lasagna with the caption "wait, is this cheugy?"

Cheugy means something or someone that’s just a smidge off-trend and “trying too hard.” Never heard the word? You’re not alone. But why should you care? Well, if you’re a marketer and you want to reach Gen Z…you should. You might be using cheugy concepts in your marketing (oh the shame!) and you don’t even know it.

The trouble is, defining what’s cheugy (pronounced chew-gee, with a hard G) is subjective. And a clear explanation is elusive, despite a multitude of sources that try to define it. For example:

In Rolling Stone: “…an aesthetic that is somewhere between basicness and cheesiness.”
In The New York Times: “It’s not embarrassing or even always negative.”
In The Urban Dictionary: “The opposite of trendy.”
But Insider said it best: “Ultimately, cheuginess is a vibe, something you can sense without always being able to substantiate why.”

Wait…what? I just read three articles and a dictionary definition and I’m still not certain I can identify something that would universally be considered “cheugy.”

Perhaps it’s my age. The term is apparently a dig at Millennials by Gen Zers, implying that all the things Millennials thought were cool in high school are no longer cool. So I guess if you’re a Gen Xer or a Boomer, you’d probably be wise to stay out of the dialogue. Gen Z will just come up with another term (that none of us can understand) to describe how “older people” try too hard to use all the young people’s slang. Or wait…does that just make us cheugy? I’m so confused.

I remember being a kid in the early 80’s when a friend at summer camp tried really hard to define the word “preppy” for me. It was another of those “you know it when you see it” kind of terms and I obviously didn’t see it. She even gifted me her copy of The Official Preppy Handbook (“don’t worry, Grand-ma-ma will get me a new one”). And still…it was pretty clear that if you weren’t preppy and didn’t have that magical essence naturally in you, simply flipping your collar up wouldn’t cut it. You imposter.

Cheugy is the same way. You just have to know it when you see it, so if you DON’T… don’t despair. Our brains aren’t wired for everything, and just the way you may not understand calculus or be handy with mechanical things… so too, you may not be capable of identifying cheuginess. Not even if they come out with The Cheugy Handbook.

However, if it helps, here are a few things that seem to be universally accepted as cheugy:

Ugg slippers
Barstool Sports
The Instagram caption “I did a thing”
Sneaker culture
Being an iced coffee addict
Starbucks pumpkin spice lattes

But don’t go thinking you’ve got the definition nailed, even if looking at that list gave you a good idea of the cheugy vibe. Because even among those who coined and spread the term, there are regular debates about what’s truly cheugy…and that’s not even a permanent label. Apparently, low-rise jeans were once considered cheugy, and now they’re not. Try to keep up.

Here’s the big question though. Now that the mainstream media have written all about the word, giving license for the uncool and uninitiated to bandy it about, will Gen Z even want to use it anymore? Or will the term itself be deemed cheugy? We’ll have to ask Gaby Rasson, the 23-year-old software developer who’s credited with creating the term back in 2013. Gaby – clearly the idol of Gretchen in Mean Girls, who tried so hard to make fetch happen – will always reign supreme as the last word on cheuginess.

In the New York Times article, someone said “lasagna is cheugy.” Dude, my mom just made a killer lasagna this past weekend and I cleaned my plate spotless. If that makes me cheugy, I’ll gladly take that label with a side of meatballs and a glass of chianti.

And one last thought. I recently wrote a blog post about Marketing Lessons from The Princess Bride. It was wildly popular, but now I’m thinking…is The Princess Bride cheugy? BRB. DMing Gaby.

The Hiring Chain video: great idea, brilliant storytelling.

April 23, 2021

Filed under: Marketing Strategies, The Power of Persuasion, Observations From the Field, This is Cool, Effective Communication — @ 9:31 am

If you’ve not seen The Hiring Chain video, get ready for a great idea and some absolutely brilliant storytelling. And it’s not just because legendary music artist Sting is performing the tune.

Click image to watch:

GREAT IDEA

First, let’s talk about the idea as it relates to tourism and hospitality. As the industry roars back from the pandemic, there’s a definite labor shortage on the horizon. Housekeepers, groundskeepers, gardeners, kitchen staff, maintenance and custodial staff, and so much more will be needed. It’s entirely possible many of these roles can be effectively filled by people with Down Syndrome (which, FYI, is often written as “Down’s Syndrome” too).

CoorDown, the awesome organization that produced the video, has a helpful website on the subject. Here’s a link to their hiring page to learn more about hiring in your country.

BRILLIANT STORYTELLING

Second, let’s talk about the brilliant storytelling this video achieves, and why. Marketers, take note:

By using the generic career titles – baker, farmer, dentist, barber, etc. – the viewer gets a feel by osmosis for the variety of jobs possible for Down Syndrome workers.
By the time the lawyer hires John, it’s clear how the story is unfolding and the viewer starts to anticipate what comes next.
The music tempo and vibe emotionally carry the viewer through this journey. When the baker walks into the barber and the music slows down, it fosters an “a-ha” moment. The brain has a chance to stop and realize how that whole hiring chain was connected.
The ending sequence is pure magic. Just the simple act of speeding up the tempo implies quantity and depth. Without saying it in words, it’s like saying, “You see how many jobs were filled and opportunities given just because of that one first move by the barber? We had to speed things up just to fit it all in.”

It goes without saying that the video production is spot on…and yeah, it doesn’t hurt that Sting is performing the song. AdAge said it best… “it’s like a jazzy nursery rhyme.”

When you plan your next video, take a page from great and brilliant Hiring Chain video. They didn’t spell out much in black-and-white words, yet the combo of visuals, scenes, and music told the story better than any descriptive narrative would have.

BTW, you can use a similar storytelling concept with signs. See some of our faves here.

We’re all just suckers for homemade cake.

February 3, 2021

Filed under: Customer Service, Marketing Strategies, Observations From the Field, Spending Budgets Wisely — @ 11:15 am

I speak at tourism and leisure conferences around the world and I gotta be honest: I can’t recall the food I’ve eaten at any of them. It’s not that the food was bad… it just wasn’t memorable.

Except for one time.

At the Annual General Meeting of the Miramichi River Tourism Association in New Brunswick Canada, the desserts served after the meeting were all homemade by the committee members of the Miramichi Folksong Festival. Naturally, my colleague Gina and I had to pose for a picture with the bakers:

Redpoint staff and the Miramichi Folksong Festival committee pose at the dessert table.

And please drool for a moment over one of the cakes:

Picture of chocolate cake with white icing and kisses on top Close up of slice of chocolate cake with white icing

Now…why is this so fabulous and what can you learn from it? Three things:

It was unexpected to find such a deeply personal touch at a large business conference, so it not only made a memorable impression, but it also warmed my heart.
Cakes and pies are all made by SOMEONE, so even when they are purchased and served en masse from a bakery or your catering kitchen, they can still be considered “homemade.” But the fact that these were made in home kitchens by the very ladies (and gent) who served them spoke to a level of effort and care that made me feel extraordinarily welcome.
Seeing all the attendees flock around the dessert table chatting with the bakers about what they baked brought a special warmth and sociability to the event. It made guests (and especially me, the out-of-towner) feel more connected to both the event and the organization hosting it.

So, hospitality businesses, I’m not saying you need to start baking all your cakes at home and having Ethel and Barb serve them. But think about how you can bring that level of personal touch, effort, and care to your guests. Can you tell the story behind a special dish made in your restaurant? Hand deliver something unexpected to a room? Give them a small treat at checkout made by your chef (or better yet…your housekeeper, because it’s unexpected?) to enjoy on the ride home? Have one of your chefs, gardeners, or housekeepers hang out in the lobby one day to chat with guests and answer questions about their job? You get the idea.

Do these things cost time and money? Sure. But if they make a lasting – and perhaps Instagram-worthy – impression, the investment will pay you back in spades.

Need more convincing? Check out how these tiny design details make a big difference and how even accountants can have fun with marketing.

Hershey’s Kisses fell prey to Satan in 2020.

December 3, 2020

Filed under: Marketing Strategies, Observations From the Field, Effective Communication — @ 10:05 am

If you’re like me, you had NO IDEA there are people out there whose sanity and well-being rest on the annual appearance of the Hershey’s Kisses holiday commercial.

But not just ANY holiday commercial. It must be the original commercial that launched in 1989 and has basically remained unchanged, with Kisses doubling as bells that ring out “We Wish You A Merry Christmas.” If you haven’t watched TV during the holidays in the past 31 years, you can see that original spot here.

This year, Hershey’s updated said commercial with a twist, like so: (click on the image to watch)

Apparently, this change ruined some people’s lives. Snippets on the subject from social media:

“I’m emotionally scarred.”
“Nothing is sacred anymore.”
“There was once a time when I loved the holidays and now I feel terrible.”
“FIRE THE PERSON WHO SUGGESTED TO CHANGE IT!!!”
“2020 wasn’t the year to change it, we’ve been traumatized enough.”
“THIS YEAR CAN GO STRAIGHT TO HELL.”
“It fills me with primal rage.”

And those are some comments I *didn’t* have to censor. Naturally, mainstream media seized on the backlash and made national news out of Hershey’s’ evil decision to ruin the holiday season.

Am I the only one fascinated by this situation? If you’re a marketer, it’s likely your brand’s recognition is far less than that of Hershey’s Kisses (she says in the understatement of the year). But if we zip up to the 30,000-foot view of this whole debacle, here’s what you can learn from it:

Consistency and frequency matter. People are fickle and have short attention spans, and it takes a long time to penetrate their awareness and create meaningful connections. Your own audience may be proportionately smaller than that of Hershey’s Kisses, but that doesn’t dilute their potential for loyalty. Keeping your annual marketing campaigns fresh is always a good idea, but keeping a few select elements the same year after year after year can form a bond of repetition that becomes tradition. Whether this is your “opening for the season” video, or a holiday campaign, or an anniversary message… there are things your loyal guests recognize that strengthen your relationship with them every year. Marketers often get swept up in the idea of creating new campaigns in order to reach new guests, but don’t be so quick to summarily drop all “old campaigns.” You’ve built equity there that could be harnessed.

Change will always scare some people, so don’t freak out when it happens. Humans resist change, and yeah…sometimes they can get dramatic about it. But you’re doing your business a disservice if you lose your nerve every time people complain about a change you’ve made, because you KNOW some will. Whether it’s a change in hours, name, staff, product, programming, marketing campaigns, or whatever… if you’ve thought it through and it’s the right move for your business, then prepare yourself properly to address (or ignore, if appropriate) any negative reaction. Related note… if you’re certain the news will be unwelcome, this might help: Five Tips to Deliver Bad News Gracefully.

Audiences can be unpredictable. Between the dual social groundswells of gender equality and Black Lives Matter, it’s a safe bet that Hershey’s thought enhancing this commercial with a black father baking cookies with his young daughter would only bring them a flood of positive feeling. Well…nope. I guess nostalgia trumps social change in this case? So, take note: be prepared for surprises. There’s simply no way you can 100% predict how all people will react to your decisions.

And perhaps one BIG takeaway here is: just don’t mess with nostalgia during a pandemic.

In closing, however, I leave you with this thought. Surely the ad agency of the globally-recognized Hershey’s brand has enough research and data in its pocket to know how staunchly loyal audiences are to this commercial… after all, they haven’t changed it in 31 years and I’m sure that was a deliberate choice.

So, did they do it on purpose in 2020 knowing it would cause controversy and therefore get a wider audience and more coverage? Or did they predict some backlash but felt the upside of the change would be worth it? Comments on that are welcome… and I’m just gonna sit here and eat an entire bag of Kisses while I ponder it.

Beards and coronavirus: a lesson in fact checking.

March 3, 2020

Filed under: Marketing Strategies, Observations From the Field, Social Media, Effective Communication, Uncategorized — @ 9:30 am

If you’re a social media marketer, or your business engages in social media marketing, then last week’s beards-and-coronavirus misinformation fiasco should have been a huge wake-up call for you.

Here’s what happened.

Unless you’ve been living under a rock, you’re likely aware that a new coronavirus (COVID-19) has emerged, and it’s causing concern in pretty much all corners of the globe. Regardless of whether a country has experienced any cases on its own turf, everyone is glued to the media reports to stay abreast of the latest status, advice, and warnings.

On the morning of Wednesday February 26 2020, someone (original culprit unknown) posted an infographic that the Centers for Disease Control & Prevention (CDC) created in 2017 for workers who are required to use facepiece respirators in their jobs. It was apparently (and very smartly) timed to align with “No Shave November,” to help those intending to grow beards in support of cancer awareness know what types of facial hair would prevent such respirators from working properly. The respirators aren’t effective if the hermetic seal isn’t intact on the skin, so this safety message was not only smart but necessary.

The problem is… on Feb 26, 2020, this infographic was erroneously shared as NEW information from the CDC as a warning to the general public about COVID-19. The dramatically incorrect message? Men with beards won’t be protected from the new coronavirus unless they shave to one of the styles that work with everyday facemasks.

But wait… it gets worse.

The media, never shy about jumping on new (and especially absurd) angles to fuel a 24/7 news story, seized that nugget WITHOUT FACT CHECKING, and transformed it into headlines such as:

CDC Warns Men About Facial Hair Dangers as Coronavirus Spreads
CDC: Shave Your Beards to Prevent Coronavirus
These Beards May Make You More Likely to Catch Coronavirus

Within 24 hours, dozens of seemingly-credible news outlets shared this incorrect story as fact. Here’s what the first five pages of a mobile search for “coronavirus beards” returned on the morning of Feb 27:

Now, forget for a moment that we’re talking about epidemics, media alarmism, and the shyster-like use of “click bait headlines” as a marketing weapon.

The lesson for social media marketers is this: never EVER believe what you read – or worse, share it – unless you’ve checked the facts yourself. In this case, a quick Google search would have told you that dozens of outlets were reporting on it… but that meant diddly squat, because they were ALL wrong.

So, you can’t rely on “quantity of stories” to verify facts, which is tempting. Here’s what you CAN do:

Check the original-named source. In this case, one hop onto the CDC website or their Twitter feed would have revealed that they made no such announcement. But ANYTIME you see a media report that claims that “so-and-so says”… go straight to so-and-so’s website and social channels to find out if it’s true.
Check the media sources best known for reputable fact-checking. Two known for highest standards in accuracy and credible sourcing are Associated Press and Reuters. If they didn’t cover the story, it casts doubt on the veracity. (Note: Reuters didn’t cover the beard thing at all, and AP did just one story… on Feb 27 refuting the claim, with context and quotes sourced directly from the CDC.)
Check the credibility of the media outlet you’re using. A helpful website, Media Bias/Fact Check, has a handy search tool that evaluates the bias and accuracy of media websites. While it’s by no means infallible or the only source available for such assessment, it’s certainly useful as an indicator. A quick search on this site reveals things like how often a media source uses loaded language to sway emotion vs. factual reporting, how deeply/accurately it checks its facts, and how often it skews facts/opinion to favor a political bias (either left or right).

You may be thinking “well, I’m a tourism destination/hotel company/attraction/restaurant, and I’m not likely to be sharing coronavirus stories, so this sort of fact-checking thing doesn’t really apply to me.”

Not so. Weird stuff, urban legends, outrageous claims and more are reported in the media all the time (broomstick challenge, anyone?)… and in your quest to keep your own social feeds interesting and relevant, you may pluck one out to spin with your own angle, and share it with the best of intentions.

So, the moral of the story is: check your facts and keep your beards on.

Bonus (related) tip: the tactic of using shock-and-scare to get attention isn’t just reserved for online. Learn about the time Alamo tried to casually scare me into upgrading to a “safer” car.

Tiny design details can make big memories in hospitality.

February 19, 2020

Filed under: Customer Service, Marketing Strategies, Observations From the Field, This is Cool — @ 8:00 am

The bedside table at the Kimpton Hotel Monaco Pittsburgh made me swoon with joy.

Hotel Monaco Pittsburgh bedside table outlet

It was such a pleasure to be spared the usual contortions of locating the closest power outlet to the bed: it was directly under the outlet icon. The fact that it was done in such a clever way was just a bonus…and ensured that I’d remember it.

Design details like that might seem insignificant, but actually they wield tremendous power. Guests on mental autopilot or simply focused on other things are instantly snapped into focus on YOU. It cuts through their mental clutter and seduces them into being present in the moment, aware of their surroundings, and with a small zing of pleasant feeling toward you. Without that design detail, they are perhaps allowed to be indifferent toward you…and in the competitive world of hospitality, that will never do.

I thought the groovy-looking fish on this cabinet in a guest cottage at Basin Harbor in Vermont was simply a decoration…

Closed fish design drawer at Basin Harbor

…until I noticed the tiny knob:

Open fish design drawer at Basin Harbor

And when I walked into a gas station restroom in upstate NY, this was the last thing I expected to see:

flowers in rest area bathroom

Did it make me smile after two hours of grueling traffic? You bet it did. Seems silly, but it really did.

You can unleash this design-detail power in literally any aspect of guest touch points. You don’t have to do it EVERYWHERE at EVERY touch point… in fact, that would create sensory overload and then dilute the power of the surprise. And indeed, it doesn’t have to be revolutionary or cost a ton of money…it just has to provide an unexpected “ah-ha” moment.

Look at these Do Not Disturb (DND) signs at The Quarterdeck Resort in Nova Scotia:

Do Not Disturb signs at Quarterdeck Resort

Magnetic DND signs solve soooooo many problems, especially for hotel rooms that open directly to the outdoors. And anyone who has ever been annoyed by their DND sign falling off the doorknob or blowing away in the wind will instinctively – and involuntarily – think “wow that’s cool” the moment they see these.

But bear in mind that while clever design details are guaranteed to leave a positive impression on your guests, #DesignFails are guaranteed to do precisely the opposite. Behold, this Montauk NY cottage resort, where our ONLY door to the outside was clearly at odds with the DND sign:

Design fail for Do Not Disturb sign

Luckily, I had a bandaid in my travel bag, so we were able to (literally) doctor the DND sign to the glass door.

And here’s a parting tip. Design not your thing, or maybe you’re afraid of the cost? You can achieve the same zing-of-joy with clever signs.

Here’s what “living the brand” really means.

November 5, 2019

Filed under: Marketing Strategies, The Power of Persuasion, Observations From the Field, Branding Strategies — @ 10:05 am

There’s a store in Brooklyn called The Superhero Supply Co, which sells – among other things – a fine selection of capes, cans of antimatter (sizes: large and small), and sidekick utility belts (assorted colors). It’s not a party/costume store, where you’d go to buy a signature Captain America shield or Wonder Woman golden lasso. It’s where a REAL superhero would shop for his/her OWN gear. Quite literally… a supply store for superheroes.

Until you get to the shelving on the left side of the back wall.

Brooklyn Superhero Supply Co hidden door One section of the fully-stocked shelves actually swings out (if you know the trick) as a secret door. What’s behind the secret door? A classroom, where kids can experience workshops to foster their creative writing and imaginative thinking skills. There are evening and weekend sessions for kids aged 6 – 18, and they also offer after-school programs, host school field trips, and more.

Think about this: the entire purpose of this business is to inspire kids to release and cultivate their imagination. Would this be possible in an ordinary classroom? Sure. Is it 10,000 times more effective in a hidden classroom that’s the secret identity of a store that sells supplies to superheroes? Duh. Their imagination is sparked before that hidden door even finishes swinging open.

THAT is what “living the brand” really means.

It’s not about having a carefully-crafted mission statement and/or brand positioning written down on paper…it’s about how that mission and positioning come to life at all touchpoints of interaction with your audience. It’s not saying you’re something. It’s being that something. As the ol’ saying goes… walking the walk, not just talking the talk.

Let this magical place inspire you to evaluate your OWN state of “living the brand.”

We see brand-disconnects all the time in the tourism industry, such as…

Hotels that say they’re gracious, yet nickel and dime guests with fees at every turn.
Destinations that say they’re artsy, yet feature boring, standard wayfinding tools onsite and online.
Ski resorts that say they’re edgy and epic, yet offer typical F&B options and vanilla interior design.
Attractions that say they’re fun, yet make ticket-purchasing and parking acutely painful.

Listen…I get it, it’s hard to live the brand. Who wants to give up fees? Or convince owners to invest in renovations? Or fight town councils on signage regulations? Or – WTF, Chris? – figure out a way to make parking fun?

But “living the brand” makes marketing’s job less expensive and more effective. Your marketing dollars will have to work less hard to keep guests tethered, and – even better – transforms them into ambassadors, inspired to share your story with the world.

You may think it’s no big deal if you’re not living the brand at every single turn, but each off-brand touchpoint is sabotaging your trust with guests. And an erosion of trust sabotages loyalty. And a lack of loyalty ultimately means…buh-bye.

So, even if the step-by-step impact is intangible to measure and impossible to trace, living the brand is vital to your business goals. Strap on your own cape and find a way. The ROI is worth it.

For more information about the creative engine behind the Superhero Supply Co, click here. Superheroes in Brooklyn, big foot hunters in Boston, secret agents in Chicago, time travelers in LA, and many more…the business concept is just pure magic.

Why I love Weed.

October 23, 2019

Filed under: Customer Service, Marketing Strategies, Observations From the Field — @ 10:26 am

Last week, as I was leaving Weed Orchards & Winery in NY’s Hudson Valley after a day of apple picking, I uttered the words that every attraction, hotel, restaurant, and destination longs to hear:

We just HAVE to come back here again.

And I wasn’t alone. A bunch of Redpointers and their families were with me, and they all felt the same way. Future outings were planned before we even walked to the parking lot.

How did Weed accomplish that? How did they seduce a bunch of been-there-done-that marketers into a loyal romance with just one visit? With three smart moves: energy, experience investment, and onsite marketing.

Energy: Except for the peacefulness found among the sprawling orchards, that joint was JUMPING. An emcee/DJ playing music in the front courtyard area and acting like a cross between a circus barker and welcoming committee. A live band in the back patio and picnic area (near the outdoor bar, how convenient), creating a distinctly different entertainment space from the front courtyard area. Wagon rides over here. Wine tastings over there. At every point, people directing you…guiding you…suggesting something for you to do/try/see. Impression left on guest: vibrancy, life, texture… “I would never get bored here.”

Experience Investment: The typical apple-picking attraction playbook is… orchards + farm store/bakery. You wouldn’t think of spending an entire day there, nor would you think “I could come hang out here every weekend.” Not so with Weed. In a well-organized guest experience area, they offer four dining outlets (each serving completely different menu items, one exclusively devoted to cider donuts), two music/entertainment areas, several bar areas, a bakery, face painting, a playground, wagon rides, corn maze, petting zoo, a winery, produce for purchase, and a shocking array of indoor and outdoor seating areas. And that’s not even counting the pick-your-own orchards, gardens, and pumpkin patches. Impression left on guest: “I could come here every weekend and have a completely different experience…with my grandma, my neighbors, my besties, or my toddler.”

Onsite Marketing: The moment you arrive, you’re handed a map of the whole place (see pic), and then this happens in your brain: Whoa. What’s this? I can pick peaches? Nectarines? Vegetables? When? Not now? So, when? I’ll come back. Wait… is that a corn maze on the other side? Where’s the winery? Oh, there…not too far from the donuts. And so on. Supplementing that are the helpful signs around the place, and ohhhhhh… that emcee/barker. She delivered the perfect blend of fun commentary (“there’s no donut line right now!”), promo teasers (“don’t miss our pumpkin festival next weekend”), and smooth marketing lines (“tag us on social media @weedorchards”… “bring home a bottle of our crisp Seyval Blanc”… “it’s hot out!…try a wine slushie at the winery…um, not you, kids… adults only”). Impression left on guest: I need to come back…there’s so much to do here.

What’s my point? THEY DON’T SKIMP AND THEY DON’T FUMBLE AT THE GUEST EXPERIENCE GOAL LINE.

I can just hear the objections that would typically occur in the executive planning and finance meetings of such a business: Why do we need a band when we have a DJ? Why have different foods at each outlet? We can’t just hand out a plain old photocopied black-and-white map… it would have to be designed and printed and we don’t have the money for that. And on…and on…and on.

Kudos to the team at Weed for – in my opinion – making all the right choices.

And if you think they spent too much money unnecessarily? Well, ask yourself this: how much are the words “we just HAVE to come back here again” worth to YOUR business?