It takes 20 years to create something great. To make something into a household name.
Some of you will recall my article on forced continuity – The Holy Grail, where I talked about the Nespresso Coffee System.
Nespresso’s been around for about 20 years and business is booming around the world.
Here in Switzerland, it’s just about a household name – helped in no small part by every effective advertising using the likes of George Clooney (watch his ad below... it’s worth it).
Back in Oz, they’ve just opened another large store in Sydney and it’s pandemonium. People everywhere, tasting and buying coffee.
Now there are a number of competing capsule systems on the market – and I’m sure the coffee’s fine.
However, there’s another brilliant marketing innovation from Nespresso we can all learn from.
It’s what happens when things go wrong.
Should your coffee machine break down, Nespresso will give you a free loan machine while yours is being fixed.
A courier will deliver the loan machine. You pack your machine into the same box, call the courier company and they’ll come back and pick it up.
When your machine has been repaired, they’ll deliver it back and you send the loan back within 10 days.
So ask yourself. Why would a company go to all this trouble over a domestic coffee machine?
Simple. They don’t want you to stop buying and drinking their coffee. After all that’s where the money is.
And consumers become more fickle with brand loyalty, Nespresso don’t want you to try someone else’s coffee and switch systems.
Self interest? Absolutely! But it’s a win-win in the classic sense.
I love my coffee and I get to drink it no matter what.
Rashid.
P.S. Here’s a bit of irony. Barbara had to work really hard to convince me to buy the Nespresso machine. “We’ll be stuck with the coffee – no choices etc.” I objected. Well, there’s no way I’d give the machine away now.
P.P.S We can help you create a loyalty or continuity program that will wow your customers. Give me a call on (02) 9499-7958. We’ve helped a large number of companies create successful programs that bring in additional profits, day in and day out.
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