The New Guy and the Tiny Details in Marketing

It’s close to 9 PM, but the weather is not like it was the day I wrote about my summer vacation in Norway. The clouds are heavy and it’s raining – I am having an amazing time outside. I love to stand outside in the rain and watch the waves crash against the shore.

I am looking at the kiosk, the only building at the beach. The new guy is Martin, he sells newspapers and refreshments. It’s his first year.

I am all alone at the beach and I am thinking about how much I love this place and I am thinking about some of the tiny details that Martin has done in order to improve the kiosk.

I’ll only mention three, although I could have added many more (not to forget that Martin is an awesome guy and that he has added a lot of new and different types of food and beverages etc..).

He added awesome music

The first thing he did was add a couple of speakers to the wall.

speakers at storesand

Martin has a great taste in music, and I just love to listen to all the various music he is playing. I could stay there for hours watching the ocean and just listen to the songs. He added value to his kiosk by adding music.

He added shelter

shelter at storesand

I am outside no matter if it’s raining or the sun is shining. But, Martin discovered fast that even though a lot of people like to stay outside in the rain, they won’t come to his kiosk and stay outside eating and drinking (or reading newspapers). So, Martin added shelter. This way people can hide from the rain or get shadow from the sun. A shelter adds value to the kiosk.

He added table cloth

I usually don’t recognize details like a table cloth, but when Martin added table cloth to the tables on the beach I couldn’t stop staring. Wow.

table cloth at storesand

The old tables turned into brand new tables just by adding table cloth. It looks great and adds value to his kiosk.

Martin understands marketing and that some of the best marketing is in the tiny details and doesn’t have to cost a lot of money.

  • http://www.aha-now.com/ Harleena Singh

    Loved the hidden lesson within the post Jens!

    I like the way you described the tiny details in marketing Martin took care of that would really make people stop and stare. :)

    And I could well visualize the beach and the waves, and the way things must have been. I guess with the table cloths put up, anyone would love to spend time at Martin’s kiosk. :)

    Thanks for sharing. :)

  • http://slymarketing.com Jens-Petter Berget

    Hi Harleena,

    Martin has done an awesome job, and I have been thinking about how powerful things like “the right kind of” music is. This kiosk didn’t used to have music, and just by adding it, things have changed completely.

    Thank you so much for your kind words :)

  • http://www.travelist.biz/category/travel-marketing-blog/ Rahman

    I like the observations you’ve made and you’re very much right. All these tiny little details matter. People would love them and see them as you did.

    On the web, there are lots of negative and positive things about our stores, companies, and kiosks! Is everything tidy, welcoming, and beautifully designed for easy serving the potential customers? I’m amazed why there’s so much SEO services on the web while few usability services you could find. I think usability, functionality and simplicity of buying process, everyone’s order funnel, should be optimized before things are optimized for search engines.

    Rahman Mehraby
    TraveList Marketing Blog

  • http://www.zaidamer.com/ Zaid

    Hi Jens,

    Thank you for the interesting and fun article(s) that you have been publishing lately.

    Yes I do agree, despite what we have been taught during our study (college and Uni), all about those 4Ps and things like that, are not applicable in real world. I do believe that meeting customers expectations and needs is more important that all marketing principles.

    By know that people looking for a clear table, and a table that is easy to clean and maintain, this kiosk owner was smart by apply table clothes. Music is everyone favorite, especially if you can control the volume.

    Great thinking and great work and great article :)

  • Joseph Hipolito

    Wow that place was really cool the ambiance was really perfect for bonding…

  • Louise Boylen

    You’re right Jens. It’s often little things that add value, enhance your brand and yet cost very little to provide. Small improvements and courtesies have certainly made a difference in our little accommodation business in beautiful Montville in Queensland, Australia.

  • http://www.mattsouthern.com Matt Southern

    Very interesting post. It’s the little things that really add a lot to the overall experience. It would be cool if you turned this into more of a case study. For example, how much business Martin was bringing in before and after his changes.

    Hope you continue to enjoy your vacation :)

  • http://www.veldabrotherton.com Velda Brotherton

    If only all of us with something to give could see how these little details will attract an audience to soak up what we are offering. Thanks for a beautiful and informative post.

  • http://hajrakvetches.com Hajra

    Hi!

    Looks like you are having a beautiful summer! Happy for you!

    Loved how you mention the hidden lessons in there. Meeting customer expectations and their needs is one very important aspect. I once went for a vacation to a really cold place and I have never lived in cold areas. So I kept telling my friend how cold my feet were in spite of the warm socks. The hotel staff might have over heard me and they sent me a pair of brand new thermal socks and it had my name printed on it! Courtesy the hotel!

    Seems like some people do go the extra step! And that is a great business strategy. T

  • http://slymarketing.com Jens-Petter Berget

    Wow. That hotel sounds awesome. That’s exactly what I’m talking about. I wouldn’t mind if the bed was broken at my room if they’d have customer service like that :)

  • http://slymarketing.com Jens-Petter Berget

    Absolutely. Just adding music made a huge difference to the experience.

  • http://slymarketing.com Jens-Petter Berget

    That would have been awesome. The problem is that it’s Martin’s first year, and he added everything at the beginning. So it’s going to be hard to do a case study.

  • http://slymarketing.com Jens-Petter Berget

    That sounds great. I would love to get some examples of what you’ve done to your business. Do you have a few (tiny) examples? :)

  • http://slymarketing.com Jens-Petter Berget

    Hi Joseph,

    Yes, it’s perfect for bonding. And I just love to sit at the beach and watch the ocean :)

  • http://slymarketing.com Jens-Petter Berget

    Hi Zaid,

    Yes, the 4Ps are important, but you should add #5 “the purple cow” (according to Seth Godin). And the purple cow is about being remarkable. Adding all the tiny details like Martin is doing, that’s part of the purple cow :)

  • http://slymarketing.com Jens-Petter Berget

    That’s a very interesting observation. Too many companies are doing SEO without thinking about adding valuable content, or connecting with their customers and building relationships and trust.

    A few years ago all that matters was a website with information, but that’s not enough today. We need to be present and build personal relationships with people.

  • http://www.montvillegrove.com.au Louise Boylen

    We’ve added things like latest magazines in our cottages, locally roasted Montville Coffee, milk from the local dairy company, menus of local restaurants. We eat regularly at local restaurants and cafes so we can recommend them to guests and send the guests to the restaurants that they’re most likely to enjoy. In the tourist accommodation business, having the confidence to make those recommendations is important. Knowing your region and suggesting restaurants, galleries, walking trails.

  • http://www.slymarketing.com Jens P. Berget

    Hi Louise,

    That’s exactly what I love about places I visit. If there’s a personal touch and personal recommendations, I always listen and visit the places that are recommended and eat where you recommend. It sounds like you’re doing an awesome job :)

    I’ve seen somewhere in Sweden that a few small accomodation businesses are promoting each other and recommending their customers to visit their “favorite” other places to stay around the country. And, I have also seen a few that have added themes, like a vegetarian week, yoga week etc..

    Do you have a website? I’d love to read more about your business.

  • http://billdorman.me Bill Dorman

    But did Martin add pizza?

    Cool story; today is Friday so that means pizza night for me. Trying to decide if it will be Domino’s or a local (very good) place called J Burns. Hmmmm…..too many choices…..:).

    I hope you have a good weekend sir.

  • http://www.slymarketing.com Jens P. Berget

    He hasn’t added pizza, at least not yet :)

    I ate an awesome pizza yesterday. I was in Sweden and it’s an awesome pizza restaurant in Strömstad :)

    Have a great weekend.

  • http://www.wonderoftech.com Carolyn Nicander Mohr

    But does he sell pizza?

  • http://www.montvillegrove.com.au Louise Boylen
  • http://www.slymarketing.com Jens P. Berget

    Looks beautiful. I know where I’m going when I finally get to Australia :)

  • http://slymarketing.com Jens-Petter Berget

    Unfortunately not. But, maybe next year :-)

  • http://theviewfromhere.ca Ralph

    Jens, very cute post. Love it.

    Like many I love that Martin saw the opportunities to improve his offering. It shows that he cares about his customers which in the world of everyday business can get easily lost. More often than not we tend to focus on the bottom line and not think of the small things that make you outshine the competition.

    Next! Pizza. I have to admit. I see Bill mention pizza to you all the time and I am not around here often enough to get the reference. I am guessing you are a big pizza fan. Right?

  • http://www.fbfansmedia.com/instagram-followers.html Junaid Ahmed

    Nice post. This is a small things that really add a lot to the full experience. It would be cool if you turned this into more of a case study.

  • http://www.sapphirewatersmotorinn.com.au/ Steven

    Hello Jens,

    Thanks for sharing Martin’s marketing mindset. He has a great sense of humor. He knows the need of the people when it comes to raining or sunshine. Music is the flavor he put. I love his mindset.

    -Steven

  • http://adriennesmith.net Adrienne

    Hey Jens,

    I love how you take wherever you are and give us a lesson on marketing.

    I was over at a friends blog last week and she was talking about having a conversation with a guy who didn’t quite understand marketing. He claimed to have a very successful offline business yet he didn’t understand that everything you do and say is a form of marketing. I always love how you give us everyday examples of this same thing.

    Glad you’re enjoying your vacation and teaching us all while you’re there.

    Enjoy your week Jens!

    ~Adrienne

  • http://webvideotips.wordpress.com/ Gwen

    It took me awhile to get the tiny details in marketing bit because I was so caught up in the idea of standing in the rain just enjoying the moment. Hahaha. I guess that settles it. I’m more of an artist than a marketer. I’ve been trying to learn to be a better marketer but I’m finding this the toughest challenge of my life.

  • http://tintingsydney.com.au/ Francis

    I definitely love how Martin manages simple things. Learning to appreciate small things is one of the key to marketing. There’s a saying “do the best with whatever you have”. Thank you for the great example.

    -Francis

  • http://www.cubbiesforkids.com.au/ A.J. Miles

    Thank you for this great article. I love taking small things into consideration. I’m very appreciative in small things especially when it comes to business. That’s the mindset of the Chinese people but i’m no Chinese. Learning to appreciate little stuffs is a mile away towards your big success.

  • http://slymarketing.com Jens-Petter Berget

    Hi Ralph,

    Yes, I am a huge pizza fan and it’s my favorite type of food. And Bill loves pizza too, and he knows that every time he mentions pizza I get hungry, and that’s why he keeps doing it all the time :)

    Martin has done an awesome job with the kiosk, and just by showing that he cares, he is doing a remarkable job.

  • http://slymarketing.com Jens-Petter Berget

    I might turn it into a case study if Martin continues to run the kiosk, but right now it would be fairly hard, since he have only been at the kiosk for less than two months :)

  • http://slymarketing.com Jens-Petter Berget

    The music has been awesome, and now he has added live concerts to the menu as well, and that’s awesome. There are no better place to have a concert than on a beach :)

  • http://slymarketing.com Jens-Petter Berget

    Hey Adrienne,

    I love talking to people who claims to know everything about marketing :)

    To me, marketing is more about relations than ever before, and some of the people I talk to that knows “everything” doesn’t even talk to their customers :)

    Thank you so much for your support. I’m having a wonderful time in the sun/rain.

  • http://slymarketing.com Jens-Petter Berget

    Hi Gwen,

    Some of the best marketers are artists ;-)

    If you have any questions about marketing, don’t hesitate to ask.

  • http://slymarketing.com Jens-Petter Berget

    Hi Francis,

    Thank you so much for the feedback. Awesome :)

  • http://slymarketing.com Jens-Petter Berget

    Hi AJ,

    Thank you so much for the feedback :)

  • http://www.squidoo.com/best-fantasy-football-team-names BJ

    Sometimes, as cliche as it may sound initially, it really is the little things in life that, if you take the time to notice them, can brighten up your mood and day.

    Take the table clothes that Martin put in place in your story above, for example. How often would we all fly through life and not even notice a small attention to detail like that. It’s good to see that, even in the busy, hectic world we’re all trying to live in Jens, you’re still one of the ones who are capable of stopping for a moment to smell the proverbial roses! :)

    BJ

  • http://slymarketing.com Jens-Petter Berget

    I believe that most of us do notice the small things, we just don’t realize that we do. So, even though we don’t talk about the details that Martin added, we do see it and notice it and it becomes part of our decision that Martin’s place is an awesome place to shop :)

  • http://bestpcflightsimulator.webs.com Darcy

    Adding the speakers by itself would have added a new element to the whole place, I’d imagine. Music can make or break a mood and with the right blend of tunes at the right, relaxing volume, I’m sure that Martin has added a new element to an already popular spot, making it a nicer place to visit and – more importantly – to stay for a while! :)

  • http://www.getjohntopaint.com.au Jack

    We had a similar situation with a guy who bought the local bakery down near our beach house. The place was already fairly popular because of it’s location and all, but the new owners seemed a little more friendly than the previous ones and introduced a few, small personal changes like added some tables and chairs to opt to sit in and eat if you wanted to. Like you said, mate, it is all about making people feel welcome and I can tell you I head down to that bakery more now than I ever did before – probably a little too much according to my ever-increasing waistline! :)

  • http://gentleninja.com/buyinstagramfollowers/ edward

    Clearly depicted the simple and the correct way of the execution of the “marketing” phase of this hotel.Excellent work .
    Check this out to buy instagram followers.

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