Deadline time and since I don’t want to wade through my pile of drafts, I figured it was time to look a closer look at an old post and see if I’ve learned anything.
It’s the Little Things
A few years ago, I wrote that companies should sweat the small stuff, being impressed by the clever notes on AirTran pretzels.
What I said then: “Your brand is everything, everywhere. It’s the people, products, places, promotions, everything. It all matters. Even the small stuff.“
What I think now: Same. The other day while shopping at Marshall’s I was bemused by what I consider the Disney-fication of their fitting rooms: they put little signs on the hooks that read “maybe” and “probably” and “definitely.” Cute and functional.
The World of Walt
When you go to Disney World there are Hidden Mickeys in the parks, little touches that have prompted scavenger hunts to find them. (I do know of a few.) UN-Hidden Mickeys are EVERYWHERE. If there is a hole or window, a bag or fixture that can have a Mickey, it will have a Mickey.
Now of course, every ride dumps you out in a gift shop, but the theming and details are done in a fun way that makes it part of the experience, not just part of the marketing pitch.
“Disneyland will never be completed. It will continue to grow as long as there is imagination left in the world.” – Walt Disney, which speaks to the ethos they have on always improving, always paying attention to those pesky details.. and making them the Angel on the shoulder.
Being on Brand, On Message
Plenty of companies like Disney, Apple, Starbucks invest time and money training their employees (or castmembers) to live the brand.
Whether it’s a brick-and-mortar store or an e-tail website, details matter and little things can make a big impression. It’s more than logos and e-newsletters, effective marketing, public relations, social media – yes I was getting to that – permeate a brand, surround and encompass it beyond the web, the ads and fan pages that count likes, not advocates.
How dumb was I?
Not very. I’m a softy for marketing done well, anything from product packaging to a clever wine label. You? When you’ve noticed the details, have they made a difference? What little details could improve your business?
Photo credit: ME. Mickey pumpkins and if you click on the tree, you’ll get the full size and maybe see one of a few hundred animals like a tiger and buffalo carved into that structure.