Wednesday, July 9, 2008

Go the Extra Mile

Dan Kelly of the Classicrockfm Blog featured a post and commented on an entry from Seth Godin's Blog.

When you least expect it

I sent in a t-shirt order to customink a few weeks ago.

Three days later, I got a note from someone named Lori that said,

"Hi Seth,

I noticed that you have designed shirts that appear to be for a charity event. If that’s the case, CustomInk would love to make a small donation to your team or to the charity itself on your behalf.

Please let me know if your order is for one of these events. If you would like us to pitch in and support your cause, please include information about your charity event, a link if you have one or the organization’s name if there is no link to a team web page."

That's it. No policy, no standard operating procedure, no promise in advance. Just plain generosity.

It turns out that customink does this as a matter of course, regardless of whether the customer has a blog or not. They don't do it as an inducement, they just do it.

Formula: The value of a perk is inversely related to the expectation of that perk.

Dan's comments......
How could this be applied at your radio station?
I mentioned here months ago about having members of your airstaff calling a few different listeners in your database to thank them for listening.

Dave Martin took it further by suggesting the airstaff do the same with advertisers.

What if your station did this with community organizations too? "Hi, this is Bob Morning Jock at WXXX. I noticed that your organization is doing X. I'd love to know more so I can talk about it on the air."

Unexpected. And who do you think that organization might contact when they're planning something really big?

Just a thought.

My thoughts......Seth and Dan bring up good points. Make your clients and your listeners feel special. Genuinely let them know that you appreciate them and that you are on their team. Provide them with "real" added value with out a catch or a premium.

We make it a point at the station to support our clients philanthropic efforts. Not because it is good for business but as broadcasters, it is the right thing to do. It helps the community!!!

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