A pat on the back to show appreciation.
A comforting arm around the shoulder of someone sad.
A shy smile at a beloved crush.
A handwritten Thank You note with the delivered package.
Small gestures all. Showing big love, thoughtfulness and care.
Like in person-to-person relationships, when you want to build a brand and show your customers that you CARE, you do not have to be restricted to grand sweeping declarations.
Small touches, small gestures work too.
Often more than those grand sweeping declarations.
Actions speak louder than words. So it also is with unspoken efforts by a brand or service.
Let me share the story of what got me into this metaphorical frame of mind.
Brand building by Vista Rooms, one small gesture at a time!
Over the weekend, we had gone for a holiday to a Vista Rooms villa near Mumbai.
If we were to consider the stay experience from an overall perspective, it was good. Par for the course.
As expected: Food was delicious. Service was prompt. Hygiene was on-point. Villa was beautiful. Staff was courteous.
Full marks on each point.
But what took this Vista Rooms experience from ‘Meets Expectations’ to ‘Surpasses Expectations’, atleast for a marketer like me, were the small subtle touches from the time we stepped in till we checked out.
They were thoughtful, showed a brand that didn’t spare any details and a brand that knew how to use every available touchpoint to build its brand.
Before we could enter, we were requested to stay outside for a few minutes while they fogged the entire place. For better and visible Covid hygiene measures.
We enter the villa and the entire staff of 5-6 people (from the caretaker to the maid to the chef to the waitstaff) was at the entrance to welcome us.
This hasn’t happened at any of the previous villas I have stayed at. Normally because the staff comprises of local people who are not trained or polished like in a hotel.
The site manager came in next to introduce himself in case of any service issues.
I have lost count of the number of seating areas and conversation zones the villa offered right from the main entrance. A pair of chairs here, a table set there, a sofa here, a patio set there.
All throughout the 3 floors of the villa.
They understood that big villas are booked by big groups.
Big groups need ample space to sit and chat. Holidays are meant for conversations and bonding. Hence, the abundance of sitting/lounging options.
Next came table setting.
Unlike at most villas, the table was set as at any restaurant. One last finishing swipe given to already clean crockery before inviting us to sit.
The chef wore an apron at all times, even though we were barely going to interact with him.
The bathrooms had small Dove soaps and shampoos. Rs. 10 worth of good branded soap, invaluable uplift in brand image.
We were a large group of 12. But from the first meal itself, each of our preferences were remembered. Not once was there a mix up or need for repetition.
Spare blankets, pillows, towels placed in each room’s closet. No need to hunt around in the middle of the night for someone to help you should you feel cold.
Entire top floor dedicated to games. Stocked with games to engage every age group- from babies to senior citizens and everyone in between.
This was the first villa I stayed at where discreet yet fully comfortable arrangements were made for two full time caretakers to stay on the property 24*7, not in an adjacent hut or outhouse. Just like a pantry is attached to the kitchen, a comfortable looking room with bunk beds was made in one part of the kitchen.
I think you get the idea why I am saying small gestures, big impact.
Best proof?
I am dedicating almost the entire article to them!
I have no affiliation with Vista Rooms. Just a very memorable experience with them.
Do small gestures work as effectively for B2B businesses?
They do. Because at the end of the day, decisions are taken by people on both sides of a B2B equation.
Simple example.
As marketers, we work with lot of agencies, from ad agencies to event agencies to media agencies.
An agency-brand relationship is a B2B relationship, right? Yet the decisions are taken or NOT taken by the people on either teams.
Let me share an example of a small gesture by a team member at Viscomm, my ex-agency partner at Godrej Appliances that I remember even today, after 10-12 years.
So we were working on games for the Annual Sales Conference at Godrej.
Viscomm’s event head was going to go shopping for items needed for those activities. I happened to ask him if he would keep an eye out for colourful wigs at the market he was planning to shop at.
I was asking for my own personal purpose.
Next day, during the pre-event catch up, I was thrilled to receive a colourful wig, just like I was looking for.
That event partner not only kept an eye out for it but was kind enough to even get it for me. Randomly. Just because.
This small gesture has me remembering not just the partner but also the agency he was with, right?
So small gestures worked well in this B2B relationship too, won’t you agree?
I would love to hear your memories of small touches from a brand that stayed with you even after.
Originally published on Marketing Love Letters, my Linkedin Newsletter.