Under Promise And Over Deliver
I recently had the unique opportunity to interview George Zimmer, founder of The Men’s Wearhouse. If you recall, he’s the guy on all of the TV and radio ads with his deep voice and twenty year old tagline: “You’re going to like the way you look. I guarantee it!” My interview with George was over the phone from his office in California. Throughout our thirty-minute discussion his Brander-In-Chief qualities became transparent.
On the subject of how a company brands itself, he said, “I believe if you keep telling people the same thing over and over again, and stay consistent with that, a brand will occur?assuming that you are delivering a great product, great service at a reasonable price.” Hmm, sounds simple to me! The magic word here is “consistent.” Too many business owners change their presentation every six months, thus destroying any possible memorable connection between the customer and the brand message.
Another question I asked was: “Mr. Zimmer, what advice can you give to the young entrepreneur starting a business?” His answer: “Under promise and over deliver. If you do that you’ll do just fine.” He makes it sound pretty elementary, doesn’t he? I have to say it again, “Under promise and over deliver.”
Don’t we as advertisers try to inject the “Over Deliver” part of this simple equation into our advertising? The Men’s Wearhouse has created the most incredible customer service experience in the retail industry. George calls it “Team Selling.” While you’re in the dressing room trying on pants and a jacket, a second associate is putting together shirts, ties and other accessories to go with your suit of choice. I shop there all the time and am very aware of this approach. However, in The Men’s Wearhouse ads you never hear about this incredible service.
George realized that the consumers need to discover that part for themselves. He knows he can consistently deliver on his promise that you’ll look good and save money compared to other stores, but his stores over deliver on the service experience.
Too many local advertisers want to shout about their great service and the systems they have in place but, if you do that, it’s too easy to fall short on that promise. So keep it simple by under promising and then over delivering on the customers’ expectations when they experience your business. Talk to you next week!
Joe Kiedinger is Brander in Chief of Prophit Marketing, a unique and vision-driven marketing organization that helps small to medium-sized business succeed by adhering to the Prophit Marketing System. The Prophit Marketing System is a process based approach that combines corporate culture with strategy and finally advertising. The emphasis starts with leadership and flows from there. Joe’s message has been heard by many through his unique Prophit Marketing Road Show, an entertaining informative presentation that leaves audiences with an action plan for success. Joe also authors Wisdom on Wednesday, a weekly email newsletter which will enlighten and challenge you to get the most out of your marketing efforts.
Visit http://ProphitMarketing.com to learn more about the Prophit Marketing system or http://WisdomonWednesday.com to subscribe to Joe’s weekly email newsletter.
Useful Links:
Look slim and fabulous in that Prada outfit!
