Don't forget the milk and cookies

I had good fortune this past weekend. Times two. First, I was able to meet fellow blogger and marketing colleague Drew McLellan when he was in the big apple for a conference (a colleague I hold in such high esteem I've donned Mickey Mouse ears for!). And, second, I was reminded of a critical lesson: those so-called "little things" make a BIG difference.

Or, put another way, with all our strategizing and idea-izing...don't forget the milk and cookies.

Sure, we need to think big picture and we must prioritize when it comes to features, functions, plans and paradigms but, when it comes to clients and customers, they'll remember those little (yet critical!) points of difference. Take Drew's agency, during client meetings they makes cookies to serve their clients. Right on site. They go to the time and trouble to ensure clients brainstorm over warm M&M cookie treats. And the M&Ms? He's got those details down, too--they're specially ordered so as to match the blue, green and orange colors of his brand identity. It's brilliant.

It's not just feeding the clients that makes them feel comfortable or special, it's giving them a great experience from the very moment they're walking into his office. Why? They get hit with the aroma of those fresh cookies baking when they walk into the door. I've walked into scores of agencies, none yet smelled like mom's kitchen.

No question we need to deliver on our ROI promises to clients, let's just not forget to deliver on those details--we are seeking to give them superior experiences after all. Just as an aside, what do you remember about kindergarten? Probably not much...but you likely remember that the teacher always took time for milk and cookies. That's all for class today, kids.

P.S.: Drew, thank you for a delightful dinner and meetup. Having met at least a dozen bloggers over the past year I can vouch that you fine folks are as smart and genuine in person as you are on your blogs ;-). I look forward to meeting many more...and will be doing so next Friday when Toby Bloomberg, Lori Magno, Lewis Green, Valeria Maltoni, David Reich and Matt Dickman come to town (and maybe more!).

Comments

[Lori Magno]

CK! I'm so excited for our gathering next Friday. I've pulled 17 pairs of shoes, I just need to cull the selection a bit. Seems extreme for a 2 day event.

[Mark Goren]

Ah, the smell of fresh cookies works every time. When my wife and I were house shopping, we walked into one that had the fireplace going and hot cookies sitting on the table for us. Total Toll House gooey goodness. We felt so at home, we bought the house. (Okay, it also happened to be the exact model we were looking for, but the cookies certainly didn't hurt!)

[David Reich]

Here in NY City, we try to make guests feel comfortable with some fresh, real bagels. But I do like the idea of tollhouse cookies.

Hey Lori, I, too, have been trying to decide what to wear to the bloggers meet-up next Friday. Let's see, my black slacks or my black slacks. My black socks or my dark grey ones. It's not easy being a guy.

[Toby]

Love the M&M in branding colors. CK you can count on .. "and more" next Friday. David, guess it's tough being a suave kinda a guy. But the divas have a similar problem .. which black shoes to wear. Lori can't wait to see what shoes you decide on ;-)

[Lewis Green]

We bake bread for our VIP's, and David, I have the same issue: my jeans and my twead jacket or my jeans and my tweed jacket.

CK is the only one who can interrupt my fashion sense by choosing a place where jeans are unacceptable. CK, make sure you keep us fashion hounds informed.

[Valeria Maltoni]

I surely do hope our weather improves by next week! The shoes I had in mind would not do in this slush.

Although I do not cook, those who have known me for a while know I can bake anything. Custards, pies, from the fudgy to the fluffy cakes, biscotti of every kind, elaborate cookies, Italian and European pastries, rolled up croisssants and French Madelines. My best are the pumpkin pie with a fabulous Italian-made crust and real whipped cream, ricotta-cheese cake from a local Modenese recipe, and Mascarpone mousse with espresso coffee dunked amaretto cookies. Hungry yet?

[Drew McLellan]

CK -- as always, thank you for your generous and kind words. Enjoying a few hours of your company was certainly a highlight of my trip that I hope to repeat soon and often!

And tell David to go with the black trousers, not the black ones.

Drew

[David Reich]

Drew, I'm taking your fashion advice, which is much appreciated and needed. And I see Valeria is having difficulty deciding which shoes to wear. Please tell her the slush will be gone by next week and stilletos would be fine.

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