The Prince George Hotel in Halifax, Nova Scotia has started a series of billboard ads. The first one featured a beaming bride-to-be getting ready for her wedding. Two hotel staff members in classic black and white chambermaid uniforms are helping her with her gown.
The second billboard I saw on Saturday. This one features a family seated at a dining room table. Mum and Dad are only visible from the neck down. Their little guy, seated between them, has an expression of utter bliss on his face as he contemplates the only object on the table—an elaborate confection in an enormous glass goblet.
The message on both billboards is simple—anything for you.
I know what you’re thinking. Fancy hotels have a big staff and a big budget; you can’t possibly do something like that.
Yes, you can.
Let’s pretend these two events are real. When someone books a wedding at the Prince George, there will be staff assigned to make sure everything goes as planned. Payroll is already in the budget. The youngster with the scrumptious after-dinner treat? The kitchen already has the ingredients. All the dessert chef has to do is get creative.
Is there significant cost for this special treatment? Would either of these things cause staff burnout?
Not if you do it right.
If you’re running a 4-diamond hotel, you make extraordinary service your mission. You hire the right people and train them well. You keep your promise.
But first you ask yourself a simple question: what defines 4-diamond service?
Okay, you’re not running a hotel. You may not even have anyone working for you. But you can still ask the same question: what makes a buying experience extraordinary? Is it someone remembering your name? A handwritten note with your mail order purchase? A phone call or letter afterwards to make sure all is well? An over-the-top quality guarantee?
Let’s keep this in context: we’re not talking about Big Dave’s Motor Inn and Grill. The Prince George isn’t a cheap place to stay, and it shouldn’t be. Quality service is priced accordingly, and people expect to pay for quality. If you offer something extra that costs extra, you plan for it and build it into your pricing (you also make sure it’s something that will enhance your customer’s experience, otherwise it’ll backfire and you’ll look like a money-grubbing jerk).
Being thoughtful isn’t expensive. It’s amazing to see how many businesses don’t bother. And that, dear friends, is your golden opportunity.
P.S. Check out the Prince George’s pet-friendly policy and Specials & Packages page. This is fantastic marketing.
I’ve finally succumbed to the pressure. You can follow me on Twitter @thestudiosource
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Thanks for the good advice to small business in your article, and for the compliments to Prince George Hotel marketing. Nice to gain additional exposure for our work.
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Any billboard with a gorgeous dessert is pretty much guaranteed to catch my eye. The website is stunning.
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