The Quisenblog

The Musée du Louvre in Paris houses over 35,000 pieces of art from pre-history through the Medieval and Renaissance eras on through the works of the 19th century Impressionists. It is widely regarded as the most inclusive collection of drawings, sculptures, paintings, objets d’art and archaeological finds in the world.

Yet inevitably, when someone thinks of the Louvre, she is most likely to think of one particular piece: The Mona Lisa.

What is it that has made Leonardo da Vinci’s 16th century portrait of the wife of his good friend Francesco del Giocondo overshadow tens of thousands of breath-taking works of art? Because at some point, someone in authority at the Louvre decided to make the Mona Lisa the center of the Louvre experience.

While museum curators might argue there are 34,999 other reasons to visit the Louvre, it is the Mona Lisa that gets visitors through the turnstiles. The Mona Lisa makes the Louvre accessible.

One could spend literally days exploring the different galleries, grounds and exhibitions at the museum. Not many of the museum’s 15,000 daily visitors would have the patience or interest to do that. But the fact that they can see the Mona Lisa gives them reason to go, even if they spend only a few hours at the museum. The Mona Lisa represents a touchstone for the whole Louvre experience.

So what is the touchstone of your customers’ experience with you? Like the Louvre, you may be able to list several reasons for customers to engage with you. But what is the one that is your touchstone? The one thing that sticks with them after the experience has ended? The one that comes up in conversations they may have after the fact? The one that piques the interest of people who may know nothing about you?

Is your touchstone something within the product or service itself? Or is it in the way it is delivered or supported? Of all the features you have to offer customers, which one is the most meaningful, and offers the most value, to them?

Here’s the important part: once you figure out what your touchstone is, emphasize this above all else. Don’t succumb to the “there are a lot of other great things about us” trap. Sure, some of them may seem very appealing, just as the Venus de Milo or The Thinker would be appealing to museum goers.

But never forget, it’s the Mona Lisa that gets people to pull the trigger.

Posted by Mickey

Bookmark It

Hide Sites

Mickey On Clients, On Customers, Ramblings, customer experience, strategy brand touchstone, brand value, brand vision, customer value, Leonardo da Vinci, Mona Lisa

Back when I was just starting out in this business back in the 1980s, I started a file of interesting articles and ads I’d come across. Over the years, I’ve updated it often. The other day, I was going through it, and found a yellowed, tattered page I stuffed in there some 20 years ago. It was an ad that ran in Adweek magazine. The ad was for an agency called Kresser & Robbins and was written by one of the agency’s principals, Bud Robbins. I kept that ad because of the story it told. I find it as relevant today as it was back in the days before 500 channels, the Internet, social media and viral buzz. With appreciation to Bud Robbins, I’d like to reprise it here. It’s a little long, but I believe you’ll find it worth your time.

“Looking for the Capo d’astro bar.”

By Bud Robbins

Back in the sixties, I was hired by an ad agency to write copy on the Aeolian Piano Company account. My first assignment was for an ad to be placed in The New York Times for one of their grand pianos. The only background information I received was some previous ads and a few faded close-up shots…and of course, the due date.

The Account Executive was slightly put out by my request for additional information and his response to my suggestion that I sit down with the client was, ‘Don’t tell me you’re one of those? Can’t you just create something? We’re up against a closing date!’

I acknowledged his perception that I was one of those, which got us an immediate audience with the head of our agency.

I volunteered I couldn’t even play a piano let alone write about why anyone would spend $5,000 for this piano when they could purchase a Baldwin or Steinway for the same amount.

Both allowed the fact they would gladly resign the Aeolian business for either of the others; however, while waiting for the call, suppose we make our deadline.

I persisted and reluctantly, a tour of the Aeolian factory in Upstate New York was arranged. I was assured that ‘we don’t do this with all our clients’ and my knowledge as to the value of company time was greatly reinforced.

The tour lasted two days and although the care and construction appeared meticulous, $5,000 still seemed to be a lot of money.

Just before leaving, I was escorted into the showroom by the National Sales Manager. In an elegant setting sat their piano alongside the comparably priced Steinway and Baldwin.

‘They sure look alike,’ I commented.

‘They sure do. About the only real difference is the shipping weight—our is heavier.’

‘Heavier?’ I asked. ‘What makes ours heavier?’

‘The Capo d’astro bar.’

‘What’s a Capo d’astro bar?’

‘Here, I’ll show you. Get down on your knees.’

Once under the piano, he pointed to a metallic bar fixed across the harp and bearing down on the highest octaves. ‘It takes 50 years before the harp in the piano warps. That’s when the Cap d’astro bar goes to work. It prevents warping.’

I left the National Sales Manager under his piano and dove under the Baldwin to find a Tinkertoy Capo d’astro bar at best. Same with the Steinway.

‘You mean the Capo d’astro bar really doesn’t go to work for 50 years?’ I asked.

‘Well, there’s got to be some reason why the Met uses it,’ he casually added.

I froze. ‘Are you telling me that the Metropolitan Opera House in New York City uses this piano?’

‘Sure. And their Capo d’astro bar should be working by now.’

Upstate New York looks nothing like the front of the Metropolitan Opera House where I met the legendary Carmen, Rise Stevens. She was now in charge of moving the Metropolitan Opera House to the Lincoln Center.

Ms. Stevens told me, ‘About the only thing the Met is taking with them is their piano.’

That quote was the headline of our first ad.

The result created a six-year wait between order and delivery.

My point is this. No matter what the account, I promise you, the Capo d’astro bar is there.”

Bud’s right, every product has its Capo d’astro bar. And if it doesn’t, you must create it. Not in an ad, a jingle or a tag line. But in the value you add for your customer. It needs to be something that makes your offerings unique, meaningful and real. Something that separates you from your commodity competition. That adds customer value in a way that others have yet to think of.

Posted by Mickey

Bookmark It

Hide Sites

admin Media, Ramblings advertising, Bud Robbins, customer value, marketing, Spokane

One of the things we continually preach to our clients is to discover the inner meaning of your product or service. This has little to do with its functionality or serviceability. It is more about the emotional need you answer for your customer.

The AMC television series Mad Men gave us a perfect example of this during its season one finale. Part of the story arc involves the ad agency’s new business pitch to Kodak. The client has just introduced a new technology that will revolutionize the age-old slide projector. And the client, who is predictably seduced by this new technology, wants to lead with it, and explain to the consumer how this new system will make showing slides so much easier and convenient for them.

Don Draper, the agency’s creative director, has a different take on how to sell the product. You can see it here in this clip:

Technologies change. Features are added. Product lines evolve. Competition changes. But the core reason for doing business with you—the emotional need you are satisfying—need never change. Honda came out with a campaign in the early 70’s (via Chiat/Day) around practicality. The tag line was “We keep it simple.” While Hondas have changed quite a bit over the last 35+ years (you probably wouldn’t even recognize a ’76 Civic), if you ask, “Quick, name a car that stands for practicality,” Honda will likely be one of the first few responses from most people.

Customers do business with people (and companies) that “get” them. And there’s no better way to demonstrate that than to understand and answer that deeper psychological need.

Posted by Mickey

Bookmark It

Hide Sites

Mickey Uncategorized advertising, AMC, customer service, customer value, Don Draper, Honda, Kodak, Mad Men, marketing, product package, Spokane, technology