Dining experience can turn customers into salespeople<\/p>\n
Agus W. Soehadi, Contributor, Jakarta<\/p>\n
When you find a restaurant that serves good food, gives
\nexcellent service in its out-of-the-world ambience, will you then
\nkeep it secret? Or will you spread the news to your friends and
\ncolleagues? Most likely the latter. It is one of human's natural
\ntraits to do so, as it impresses people because you are the first
\nof your friends to discover a cool, new place.<\/p>\n
It almost always makes one feel respected like some kind of
\nleader who has the latest information on the best newly opened
\nrestaurants, cafes or even warung (foodstalls) that have
\nsomething unique and original to offer. Among the various topics,
\nplaces to eat -- the worthy ones, of course -- are the favorite
\nof many. Not too surprisingly, the free recommendations given by
\nthe first customers are, more often than not, followed by his or
\nher listeners.<\/p>\n
Among the numerous unique restaurants in Bandung and its
\nvicinity, Kampung Daun (Leaf Village), Atmosfir (the Indonesian
\nspelling for atmosphere) and The Peak are some of the best eating
\nplaces the city can be proud of. The plus points are not only the
\nfood or the friendly professional staff, but the ambience inside
\nas well as surrounding the restaurants.<\/p>\n
The breathtaking panorama enhances the entire experience of
\nnew and loyal customers of all three. What makes the clientele
\nincrease in number and loyalty reminds us of what Bernd H.
\nSchmith -- a noted marketing expert -- wrote in his bestseller
\nExperiential Marketing: \"While quality of products or services
\ncan be imitated, it is hard to beat a unique experience that is
\n\"wrapped around\" them.<\/p>\n
A positive experience is in fact an intangible interaction
\nthat is felt by a customer and vividly recorded in his mind. It
\nis a totality of the product's or service's features, sales staff
\nattitude, ambience and every tidbit or paraphernalia that go with
\nit.\"<\/p>\n
One of the most important elements in providing good
\nexperiential marketing is maximizing the impact on customers'
\nsenses. The entire \"package\" of product and services must be able
\nto please their eyes, ears and so forth. Kampung Daun, for
\nexample, takes its customers for a short trip around the scenic
\nWest Java mountains before actually arriving at the restaurant.
\nThe smell of food even from a distance creates a more inviting
\natmosphere. Local or ethnic music blends harmoniously. When the
\nsun sets, bamboo torches render the whole place serenely
\nromantic. Perhaps, all this and the rest of details meticulously
\ntaken care of heighten the dining enjoyment here.<\/p>\n
Bakeries are also offering \"experience\" to their customers.
\nThey let their customers watch the entire process of
\nmanufacturing bread and cakes, as it gives them the real feeling
\nof \"brand new\" or \" fresh from the oven\". For most customers,
\nwatching the preparation of bread and cakes seems to be an
\nenthralling experience. Breadtalk, one of the newly established
\n\"bestsellers\" in the bakery business, is famous for its long
\nlines of customers all day long. At its flagship store in the
\nKelapa Gading Mall, the queuing, which may appear to be a kind of
\ninconvenience today, is in fact one of its drawing points as it
\ngrabs the attention of other buyers and becomes one of the
\nstore's selling points.<\/p>\n
Another important element in experiential marketing is the
\ncreation of some kind of \"ritual\" in the process of selling and
\nenjoying the product so that the customer develops an emotional
\nattachment. Take for example the success story of Nabisco's Oreo
\ncookies. Even its advertisement is based on how to enjoy the
\nproduct in the best way: Twist and separate the cookie
\n\"sandwich\", lick it first and then dip it in a glass of milk. The
\nwhole act executed by an adorable chubby boy is now imitated by
\nmany of the product's young and even, to a certain extent, adult
\nconsumers.<\/p>\n
Bakmi Gajah Mada, a famous restaurant with numerous branches
\nall over the city, is another example. The place is crowded with
\ncustomers most of the time. Surprisingly, customers find the
\n\"waiting-to-get-the-table\" period quite an enjoyable experience
\nin itself. It involves the restaurant's staff using the bell to
\narrange the table and then deftly taking their orders.<\/p>\n
The restaurant, apart from the good food it is already well
\nknown for, and also highly praised, is renowned for its fast and
\nprofessional service. The busy staff, however, never lose their
\nfriendliness.<\/p>\n
As in any marketing strategy, especially so in experiential
\nmarketing, a successful implementation means the marketer has to
\nknow his customers well. He has to have a grasp, a deep
\nunderstanding -- a sort of intimacy, so to say -- of his target
\nmarket. Only by comprehending their inner motivations can he
\ncreate and provide them with the heavenly experience that exceeds
\ntheir expectations. Also, he has to make certain, that not only
\nthe management, but the entire marketing and sales staff,
\nincluding every employee that comes into contact with customers,
\ndevelop a new mindset.<\/p>\n
The kind of mindset that places customers and their
\nsatisfaction beyond everything else. Based on this customer-
\noriented philosophy, it is been proven by major companies that
\nbusiness thrives and eventually profits are better guaranteed.<\/p>\n
While conventional advertising is necessary to some extent, at
\nthe end of the day what better way of promotion than to convert
\nyour satisfied customers into unpaid salespeople. They are
\nrecognized as the best \"advocates\" and most trusted endorsers for
\nyour business.<\/p>",
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"sponsor": "Okusi Associates",
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