“In 1953, C. A. Swanson and Sons, a poultry producer, was stuck with 260 tons of frozen turkey and insufficient storage room. They kept moving it around the country in freezer boxcars. Jerry Thomas, a salesman for the company, was on a business trip, noticed the three-compartment aluminum trays used to serve airline meals, and idea clicked. Observing that the television was fast replacing the fireplace as the centerpiece of most American homes, he anticipated a society where the family would begin eating in the living room in front of the television. He wondered: what if you took that frozen turkey, put it into those aluminum trays alongside some stuffing and potatoes, and called them TV dinners? A half century and 6 billion dinners later, Swanson still sells more than 150 million TV dinners each year.”
— Jason Jennings & Laurence Haghton
It’s not the BIG that eat the SMALL…it’s the FAST that eat the SLOW
Did you notice the TV screen and the knobs pictured on the above package?
For the best brands, selling is not an isolated activity.
It’s nicely integrated in all customer touch points.
A quick reminder, customer touch points = places where your business touches your customers.
(Here’s a simple guide to your customer touch points.)
Your customer touch points can and should be:
a. mapped out;
b. designed to be enjoyable, productive and attractive ; and
c. actively managed to maximize customer value.
For business building ideas that last, study the winners.
What fuels positive word of mouth marketing in business is the quality of interactions with your customer base, not the quantity of interactions. Let’s not forget—most people want a long-term relationship. We would like our activities, even the most mundane, to add up to and build a relationship.