Marketing 2.0 Book

Businesses are starting to lose their poetical with the customers. You would be able to show a commercial on three television channels, have customers buy the product. But, not anymore to have a customer buy a product you have to show the commercial on ninety two commercials. Television today for advertising is called the "dead zone". Today many organizations are letting customers create their own advertising. For example, the shoe companies Converse have customers post videos to the website. Then some of the video were chosen for the television commercials. A way to become a part of the customer is not just giving them the product. You have to give the customer the total experience. Leaders of that company need to study the experience of the customer understand what's important and what the customer needs. A good thing to remember is to treat your employees good too. If the employee is not happy most likely the customer will be unhappy too.
One of the points Tisch is talking about is mass customization a good example of mass customization is build a bear. The kids get to come in and make a bear they created where there are millions of other bears being made but the different the customer gets to take home something they made to make them happy. Another good expmale, is In N Out burger, you can go to the website can choose what kind of burger you want and make it the way you want to and their happy to do that for the customer. This is called the "secret menu". The secret menu is the word- of- mouth which means there is no adverting for the secret menu. People learn about this menu rather than watching the television. What most people don't know is the In N Out family owned fast food chain is out growing McDonalds. The secret to In N Out burger is the customer experience. Others competitors can't match up to customer experience. Julia Child is even a fan of In N Out burger. She had it sent to her hospital bed after her surgery. In N Out burger looks like a normal fast food restaurant what can be so different from others? Well the difference is that there menu is simple. They have four main items they serve cheeseburgers, hamburgers, french fries, and shakes. They also do offer soda, milk, and coffee. Also their food is made with really fresh ingredients. There is no freezer no meats or products are ever frozen, which shows how fresh the ingredients are each day. There is also no microwave or heating unit the food is never cooked before the customer orders and there is no reheating food. The menu has mostly been the same from when they opened. In N Out burger showed that simple can attractive customers along with the customer experience. The point of the mass customization is making the costumer feel special.
Tisch also talks about welcoming the customer. You want to attract your customer making them feel welcomed, and comfortable. You want them to leave with great memories that will last forever. Hoping they will want to soon come back. Each hotelier must learn the art of welcome in their own way. That's something every company has to learn on its own. I found that Urban outfitters attracts customers there not like any other clothing store. Urban Outfitters has apparel of all types. It an illusion there actually a fast growing company with chain stores Anthropologie, and Free People. One of their secret weapons is the atmosphere of their display. They have clothes, house wares, bedding, costume jewelry, and decorative items. Another key is the change at Urban Outfitters merchandise is delivered to stores every day. It help makes sure the customer have something new to look out for. It help all types of styles which means lots of people who like different things can shop at Urban Outfitters.
I do believe that what the guru is saying is useful and true in life. I feel that at the fast food chain you should have more of a family style. I feel that the customers get to feel the experience by choosing what they want and feel as if the company cares for them. It's nice for the customer being able to go to a fast food restaurant and have fresh food. Also having a simple menu will attract the people who know they want a good burger. I think CEOs should read this book it can gave them a good understand of the customers. If they understand the customer better it may lead them to changing their ideas to make their company better for the customer. If the customer likes the ideas better they make have an increase on their product. The actions of In N Out burger may help me look at the way companies serve their customers. I will have an understanding of the companies who care about their customers and companies who don't.
For Urban Outfitters I feel the style of their company may be a little different. Instead In N Out they have a wide type of apparel and even other items. I believe their type of company works for them and helps make their customers feel welcomed. I think having something new every day for a clothing store works good. People are following the fashion and look for different clothes when they go to the store they don't want to be seeing the same clothing over and over again. Urban outfitters also have types of clothes in all different styles. I think the people who should read this book is the clothing company they can get a feel of what other companies are doing and what works for them. If they use the same method they both can be successful and customers will feel welcomed are the stores. Which can bring the companies more money. Each companies needs to find what works for them they should try ideas like Urban Outfitters, but the types for companies can't build off ideas from every company. For example people in the hotel business like Tisch to actually make their customers feel like they are staying at home. They need to leave with good memories and want to come back another time. Also you want your customer to leave with a good experience wanting them to feel like they belong. Making your customers happy will always help with a good business. Tisch help you see the way a customer should be treated. And what is the wrong way to treat a customer. I believe all his ideas are helpful.