Steve Jones Knows Brand Experience

Great brand experiences occur without warning, at places we might not anticipate or expect. There’s tremendous power in the element of surprise, and great companies thrive in identifying those touchpoints where opportunity exists to provide added value, to tell their story or to deepen a client relationship. Web, social, mobile and interactive touchpoints provide indefinite opportunities to connect with audiences in ways never before possible. And while the ability to engage and build relationships online has never been more possible, this reality inherently creates opportunity for complementary engagement offline.

Having built a home just over a year ago, we spent much effort (and expense) our first six months attempting to put in a new lawn. Excessive rains through the Spring and unseasonably hot weather through the Summer yielded an unsightly patchwork of grass, weeds, and burnt out turf. So this Spring brought much anticipation in picking up where I left off and facing this somewhat daunting task of reseeding, repairing, recommitting…

A lawncare specialist from TruGreen stopped by today for a first fertilizer application of the season. I wasn’t home at the time, but returned to find a newly treated lawn and this note from Steve Jones, the local specialist:

Dear Mr. Nead,

Thank you. Today I provided essential nutrients for your lawn to promote root growth & green up. I also used a pre-emergent to help control weeds & crabgrass. I sprayed entire lawn for weeds. It will take several applications to get into shape. Any questions please feel free to call me.

Have a blessed day. – Steve

Steve gets brand experience. He gets that, while I already chose his company over Scott’s and other major competitors vying for my business, the experience doesn’t end there. It begins there. And Steve gets that TruGreen fertilizer is no more or less effective than competitive products, so it’s up to him to provide greater value. He gets that brand loyalty won’t be established on how many lawns he treats in a day, but the care he shows at each and every one of them. A simple note of thanks and assurance that I’ll be taken care of. Thanks to Steve, I feel less burdened. I’m more loyal today than I was yesterday. And my friends and family likely will be too.

Finding the most effective touchpoints along the customer experience continuum may be easier than you might expect. Think like your client or customer and these opportunities will reveal themselves. Don’t be so quick to sell them a greener, fuller lawn. Your competitors are selling that too. As a matter of fact, don’t sell at all. Surprise them. Provide meaning and value where they didn’t expect to find it. Help them believe and trust in you. And them remind them through your actions why they did.