Roy's Blog: November 2013

November 25, 2013

How to create an amazing marketing experience

One of the key notions I discuss in my eBook BE DiFFERENT or be dead: Marketing in The Storm is that organizations need to move from product “push” Marketing to creating experiences for people.

Social psychologists are discovering that experiences make us more happy than buying products and services - a heads up for marketers to listen.

I am always on the lookout for good examples of what I am talking about; here is one from what some might consider an unlikely source.

A Vancouver company, Martin Brothers Funeral Chapters BC, has a very innovative way to think about creating memorable experiences for their customers.

They have hit the nail on the head with their “Ceremony at Sea” experience package.

Here’s how they describe it:

“The “Ceremony at Sea” package provides for a traditional funeral or memorial service as you see fit, followed by cremation, a memorial or Celebration of Life reception, and finally, a family cruise on our motor yacht, “Pacific Ceremony”, for the final scattering of ashes at sea.
This final act lasts about three hours, providing for an intimate cruise into English Bay, followed by the selection of a serene spot for the final resting of your loved one’s cremated remains.
We often will have our Piper there to provide a sense of human tradition and ceremony, followed by the final committal of the ashes into the deep.
We mark the exact GPS location of the ceremony and preserve this on a permanent plaque for your safekeeping.
This allows family to recognize this spot as a permanent memorial to their loved one’s life.”

Brilliant. Unique. Branded.

A great example of integrating value components into a seamless experience.


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  • Posted 11.25.13 at 05:06 am by Roy Osing
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November 18, 2013

This is what happens when you smile too much

Can you smile too much?

I think so.

There’s a BIG difference between a “smile painted on” a person and someone who expresses their pleasure at the moment with an exhilarating smile.

I don’t trust a person who has a smile on their face all the time.

It’s not real.

No one could be always-on.

Gushing with joy every nano-second.

I have been “grinned” a lot in my life.

In business it’s a common occurrence.

People that grin and agree with you but secretly despise what you say and will do anything to undermine you.

Customers are often grinned by salespeople and servers who give the appearance of caring but really don’t give a shit.

Hire people who are honest “smilers” not phony “grinners”.

Recruit “feeling smilers” NOT obligatory grinners.

And if you notice one of your employees demonstrating a grinners’s behavior, call them on it.

Or fire their asses after coaching them that “smiling with heart” is the expected norm.

I will take “the not-always-on” smiler any day.


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  • Posted 11.18.13 at 05:20 am by Roy Osing
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November 11, 2013

What happens when you WOW! someone?

If your strategy is to WOW! customers, you have to look for the right people.

Yes, it’s important to have people with intellectual competency. But it doesn’t guarantee DAZZLING customer service.

Too much emphasis is placed on how smart someone is.

Recruit people that “love” humans.


It’s not about what they KNOW.

It’s about how they FEEL.

WOW! doesn’t happen when you show ‘em what you’ve got MENTALLY.

WOW! happens when you show ‘em what you’ve got EMOTIONALLY.

You can teach people the content of your business but you CAN’T teach them to care for others.

Either they have it or they don’t.

Find those that do.

Hire them FAST.


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  • Posted 11.11.13 at 05:51 am by Roy Osing
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November 4, 2013

How much do you need to invest in your best customers?

Your most precious asset is the person who has been loyal to you for years.

Who cares about what you do.

Who pays their bills on time.

Who you can count on when the economy challenges your business.

Precious assets need to be leveraged to grow your business.

It’s the most cost effective way of spreading your word to potential customers.

The return on investing in a loyal customer to get a new customer is HUGE in comparison to traditional advertising methods.

Question is: are you making the most of the precious asset you have?

Here are some things to think about:


— do you have a list of your top 10 most loyal fans who have demonstrated their willingness to recommend you to others? You have to channel your efforts to the critical few.

— do you meet with them regularly and ask them for help?

— do you have a referral program customized for each of them? Remember no two fans are alike and will have different needs in order to refer you to their friends and associates.

— do you regularly update your fans on what’s going on in your business? If they don’t have current information, they won’t be able to “talk you up” to others.

— do you actively engage them by asking their advice in your business matters? People want to feel needed, and if they do they are more likely to step up and help you.

— do you remember their “specialness”? Birthdays, anniversaries, family names, recreation they love?

Your top 10 will produce high returns for you in terms if growing your business.

But you have to work for it.

Give and get.


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  • Posted 11.4.13 at 05:14 am by Roy Osing
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