The trail can be executed with a minimum of effort if you're prepared to pay the price
The trail offers some amazing views and experiences
The trail has hard parts and easier parts
On the trail the only way to fail is to give up
I remember once in Waymouth Street I was approached by a sales guy who asked me a few questions.
What would you like more of?
In the morning how would you like to feel at the end of each day?
What do you want from your personal relationships?
And after I'd answered those questions I got:
"So I will show you a way to get all these, come with me"
And he walked into the building. I think he expected me to follow him.
I think the sales guy was counting on "the IKEA effect".
When you put some energy into an activity, you value the result of that activity more.
If you spend an hour assembling a bookshelf, you'll value it more than one that just turned up.
No matter how good the people are in the shop, there is no way a business is giving good service if it tries this crap.
The "back in 5 minutes" note is amatuer hour becuase certain customers will tap their watch and say "that wasn't five minutes" and secondly - you're a major retailer!
When the you guy came back because he had to move pallets of new stock to the shop he was lovely but the business (Campbelltown - NSW - BWS Liquor store) had essentially failed.
Just as well Areogard talks about how good it is the have flies staying away. Only a fool would sell the feature - "this contains so much of the active ingredient that a fly wouldn't dare come near you".
Still to some customers it might sell. I remember when I went to New Guinea. The repellent I used there was almost enough to melt my face off.
I can't find the Aerogard "have a good weekend" ad. This is suitably cheesy.
When I teach intro to marketing I deal with the "product" element of the marketing mix. As a sub component of that we talk about packaging.
Don't get me wrong - my best ever sales job was seven years selling very expensive plastic bags - but packaging can include a whole bunch of other things. I'm tempted to suggest that etickets and electronic boarding passes, and sms reminders are packaging.
But they are probably more like support services. Lovelock's "Flower of Service" is a great way to break these things down and improve how clearly we see it.
But the overall message: to me this stuff is all marketing.