It’s 2pm and I’ve been waiting eagerly in this L shaped line out the door at Chipotle. I stare ravenously at my soon-to-be burrito bowl as the woman behind the counter finishes layering the corn salsa on my glorious veggie mountain. She starts to reach for the guacamole spoon and before she can even ask, I blurt out “I’d like guac with that!” I take out my wallet to pay, and I feel more than satisfied with the result of that experience.
In an every day environment, we see a line and feel defeated by the urgency of time. But what makes Chipotle the exception? Their model has shaped success in many industries by demonstrating the benefits of simple, flexible and affordable. In the same respect, Chipotle also thrives on the quality of their food and service. The end result? Enough flexibility to allow the customer to choose what they want and what suits their needs.
We are seeing a rise in this trend in companies such as McDonalds and Dish Network. McDonalds felt the rigid sting and announced a customizable burger option. Dish Network threw a curve ball to cable companies across the continent with a no-contract service, SlingTV. SlingTV streams live television with devices like Apple TV and Roku and offers ESPN, A&E, TNT etc, for a cheap $20/mo. Throwing out the cable bill and going digital, the customized way, is now the trend. But what makes these models so popular in retaining clients? And how do the concepts resonate with your business and marketing strategy?
When it comes to a marketing strategy, the same models of simple, flexible, and affordable should be put into practice.
- Simple: Nobody likes complicated. Making your recommendations and offerings clear and to the point to your clients should generate attention to the necessary areas. Get rid of the fluff and be the expert in the areas in which you specialize.
- Flexible: Tailor your marketing strategy toward your audience’s behavior and what you want your business to focus on. In the same respect, also try to give your clients options and the freedom to customize. Your customers will feel a benefit from your services by allowing them flexibility.
- Affordable: This can sometimes be a sticky situation, but affordable is a relative term. It’s not necessarily about how much you cost, but how much value you offer your audience. If you can provide the credibility that your service and products are worth the price and you have an audience that recommends you, then you’re affordable.
These three points can make all the difference in your business strategy. Take the time to think about what works for you. Provide your clients with your knowledge and recommendations and let them make the final decision. You’ll find that in the end, they’ll be the ones standing in your line of success.