When we take our clients through our interviews and workshop process, we often ask the question “Who are your clients’ customers?”. It’s something we should all know the answer to and can be the difference between creating a ‘me-centric’ board-pleasing, shot in the dark campaign, and a successful 'client-focused’ investment in your business advertising.
Here’s a little story to explain what I mean. I’m a keen, mad coffee drinker, and I have two coffee establishments that I go to that are an extension of their roasting factory. They’ve put a cafe in place for anyone to be able to drink their coffee as it should be made.
The coffee industry is an interesting business model, but for any coffee supplier to be successful, then need to do more than supply great beans. They also need to ensure that their product is provided to the end user (ie, their customers’ customer) in the best way possible. My two favourite coffee roasters have these cafes to a) their direct customer knows how to make the best coffee with their product, and b) to ensure the end consumer knows what a great coffee should taste like.
I was recently in a small town when we stopped into a 'tearoom’ for a coffee. Always wary of the fact that a barista is a learned art, and not just anyone can use a coffee machine properly, we decided to buy a coffee - the tearoom in question did, in fact, use one of our favourite beans. As I ordered, my eye landed on several certificates sitting on the wall displaying the credentials of the baristas advertising that they trained under the watch of the coffee supplier. True to their certification, the coffees were fantastic - just like we’d got them straight from the supplier’s cafe!
The moral of this story is two-fold:
Help your customer to be a better business!
That’s right, build a loyalty to your product or service by helping your customer be the best they can, which is done in turn, by you understanding their customer.
Help people understand more about their problem
By simply displaying their 'accreditation’ and telling me they did, in fact understand that being a barista is a learned skill, I felt better assured that my $4.50 was being well spent (let’s face it, everyone charges that much, whether they can make a coffee or not), and took away my learned fear of getting served a bad coffee from a good machine. They advertised that they knew how to use the machine, and they backed it up with a great coffee.
By supplying the cafe with their branded signage, and then ensuring that their customer was trained properly in how to use their product, I’ll now always look for that brand coffee when I’m away from my usual haunts.