The Magic Castle Hotel (located in Los Angeles) is a converted two-story apartment complex built in the ‘50s.
Painted canary yellow, it resembles a budget motel.
Out of the hundreds of Los Angeles hotels, it's one of the three highest-rated.
With more than 2,900 reviews on Trip Advisor, 93% of guests rate it with high marks.
So how does the Magic Castle Hotel earn better ratings than its famous competition, like the Four Seasons and Ritz-Carlton?
What’s their secret?
It’s not the property. The swimming pool is tiny, the rooms are dated, and the furnishings are spare.
It’s also not cheap, with pricing comparable to Hilton or Marriott hotels.
So how did it become one of the top-rated hotels?
You might be surprised...
The owners learned how to harness the power of moments.
If you visit the swimming pool, you’ll find a cherry-red phone mounted to a nearby wall. When you pick it up, someone on the other end answers, “Hello, Popsicle Hotline.”
After you place an order, a staffer appears wearing white gloves. They hand-deliver cherry, orange, and grape popsicles on a silver tray. For free.
They also offer other special touches across the hotel property: free unlimited snacks, magicians at breakfast, free laundry service.
Add it all together, and it’s obvious why their guest reviews are off the charts.
The Magic Castle Hotel realized customers will forgive small swimming pools and underwhelming rooms as long as they experience magical moments.
“Customers will forgive many things as long as they experience magical moments.”
Now think about your business. How are you creating magical moments for customers?
Opportunities reside in the small, day-to-day details.
Look closer at your processes and let your imagination run wild. It will separate you from competitors.
3 WAYS TO STICK OUT FROM YOUR COMPETITORS
1.
Surprise your customers with something unexpected
Maybe a popsicle hotline doesn't work for your business, but you can utilize the same principle.
Recently, I ate lunch at a local BBQ restaurant and ordered one of their meal combos. The drink came in a yellow collectible cup with the restaurant name on it.
I brought the plastic cup home, and it now sits in my cupboard reminding me of that delish BBQ. I think about that restaurant every time I open the cabinet.
How much did the restaurant spend to give me that cup? Probably a few cents. But the simple gesture garnered both goodwill and ongoing marketing.
A take-home cup is an unexpected surprise.
Now think about your business. How can you surprise customers?
You can make an impact with minimal cost:
What if you sent a proposal with a personalized video explanation?
What if you put a lollipop inside your invoice envelopes?
What if you gave away magnetic vehicle stickers?
What if you created a customized webpage to thank a customer for their business?
What if you texted a Starbucks discount code?
Do something unexpected for customers. You’ll stick out from the competitors who never do anything out of the ordinary.
Practical Takeaway:
When it comes to your marketing, highlight your unique surprises. Tell stories and show pictures/videos of people’s responses.
2.
Overdeliver when it comes to industry standards
The idea of visiting a car wash doesn’t excite most people. But Mega Auto Spa seeks to change your expectations.
Based in Williamsburg, Virginia, imagine a car wash and coffee shop having a love child. That’s Mega Auto Spa.
Once your vehicle rumbles through the high-tech wash, you can choose to have it professionally detailed on the inside and out, for only a few extra dollars.
And this is where they overdeliver.
While your car is being cleaned, you’re led to a spacious waiting room. Large windows stretch the width of the room so you can watch the workers do their magic.
To help you relax, the open space offers large leather seats, Wifi, a big screen tv, newspapers, and Keurig coffee.
For the next twenty minutes, you can enjoy a break during a hectic day — while your car is professionally cleaned.
Many car washes don’t offer such amenities, and they continue operating with old equipment, cramped spaces, and outdated waiting rooms.
It’s time to start thinking like Mega Auto Spa. Look at your business and constantly ask, “How can I better impress my clients?”
Maybe it includes hand-written notes. Or faster delivery time. Or offering more than customers paid for. Perhaps it involves human touch instead of automated customer service.
“Break through static industry norms and consider what your customer will enjoy.”
Overdelivery isn’t limited to your services. It can also happen as you resolve customer complaints.
When you handle issues quickly and generously, you can transform a disgruntled customer into a lifetime customer.
That’s why overdelivery is a unique competitive advantage. It helps you stick out from the guys down the street.
Practical Takeaway:
With your marketing copy, request testimonials from people who have experienced your over-the-top customer service. Ask them to submit a Google business review. When these stories pick up momentum, they spread like wildfire.
3.
Feed the social media machine
Several months ago, we purchased a vehicle from Car Max.
Before we drove the car off the lot, they “staged" it for us. It was parked in a garage area with a huge red bow attached. A prominent Car Max logo was displayed.
What did we do? Took a picture, of course.
And what do most people do with those kinds of pictures? Post them on social media.
Hello, Instagram. Hello, free publicity.
Just like that, Car Max sells a car and receives social media love. Imagine how much free advertising they receive from simply placing a bow on each car.
What about your business?
What if you put a cool photo backdrop in your showroom?
What if you promoted a branded hashtag?
What if you used social sharing buttons on your website?
What if you held a photo submission contest?
What if you gave away free products and took pictures of the winners?
Any business can do it.
For instance, there’s an upscale restaurant in my town that’s famous for their gourmet burgers.
They do something unique by branding their logo into the top bun.
When the meal arrives, it’s a beautiful presentation. And it gives customers the feels.
What do most people do before eating their branded burger? They grab their phones and snap a pic.
And soon, the burger — with its edible restaurant logo — lands on social media feeds everywhere.
Whether you sell cars or burgers, amaze customers and they'll post about their experience with you.
Practical Takeaway:
Give your customers easy ways to share about your company on their social channels. Many of these opportunities can be created with minimal effort.
The story of the Magic Castle Hotel is edited from "The Power Of Moments” by Chip Heath and Dan Heath.
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About Me
Hey, I’m Brian, co-founder of Genie Jar Marketing. Born a Tar Heel but now a Virginian, I can do a great moonwalk on a slick floor. If you need help with your small business marketing, check out these resources for either your start-up or established business.
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