
Some concierges are so good they end up being a point of difference for the hotel versus its competition. It’s this experience and a company’s willingness to share it that is the cornerstone of concierge marketing.
Buyers these days are buried in choices. A typical Google search generates millions of options. A harried grocery shopper looking for canned peaches, confronts dozens of choices. What’s a buyer to do? More to the point, what’s a marketer to do? With overstressed buyers facing a sea of information, marketers are now starting to realize that providing more information isn’t the answer. Instead, more and more business owners are positioning their companies as concierge marketers.
Take a tip from the concierge
Most of us are familiar with hotel concierges; the helpful souls who are stationed just inside a hotel’s front door. They are there to answer guests’ questions about restaurants, shows or other local happenings. Their years of accumulated experience help guests cut through mounds of information and save valuable time and money. A concierge can recommend the best restaurants because he’s been asked that question a hundred times before. So the hotel, as an added-value feature, offers the concierge’s services to its guests. Some concierges are so good they end up being a point of difference for the hotel versus its competition. It’s this experience and a company’s willingness to share it that is the cornerstone of concierge marketing.
What is a concierge marketer?
At the heart of it, a concierge marketer tries to simplify a buyer’s life. The concierge marketer offers a buyer helpful tips, tools and knowledge so the buyer can navigate through the mounds of available information and get straight to the point of making a knowledgeable decision. The best concierge marketer puts enough valuable tools in place so that the company positions itself as a wise and worldly counselor.
Some common tools
The first set of tools to consider as a concierge marketer are passive tools. These usually take the form of printed or online informational products. Using any of these, buyers can quickly get answers to their most nagging questions. These passive tools include:
- Tip sheets
- Booklets/pamphlets
- Free downloads
- Special Reports or White papers
- Checklists
- Buying guides
- Frequently Asked Question (FAQ’s) sections
One company’s website, the Original Mattress Factory www.originalmattress.com , offers several helpful tools including a guide to sleeping mattress dimensions and a tips section that help a buyer choose the right sized mattress. At my website, www.emergemarketing.com, I offer a “Marketing Lingo” section with over 200 common marketing terms and their definitions.
Interactive tools
But good concierge marketers don’t just offer these passive tools and call it a day. Instead, they give more. They offer Continue Reading
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