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This weekend the population of Wichita will experience a temporary burp of expansion as 42,000 women descend upon the city for the Women’s International Bowling Congress.
These ladies should have no problem finding their way around. The city of Wichita has created nearly 100 new blue traffic signs with letters and arrows that may seem foreign to Wichita residents, but are crystal clear to members of the WIBC. “Forty frames” refers to the forty-frame tournament at one bowling alley. Signs reading “D/S” are directing bowlers to where they compete in doubles and singles. The “WIBC” signs direct teams to another competition.
Wichita’s Marketing Director Jessica Johnson explains the reason for the signage:
“That signage is part of rolling out the welcome mat and making sure everybody knows where they are going, and hopefully so we can relive this so they will remember how great they were treated here in Wichita, and they will want to come back.”
A nice backward marketing plan – say thank you first, then say please…. as in please return very soon.
Cost of the signage? About $10,000. Estimated boost to Wichita’s economy? About $40 million. A small investment with big returns.
What are you doing in your business to ensure the care of your customer? Are you making it as easy as possible for your customer to find you, reach you, and do business with you? Are you saying “thank you” first, “please” second? Imagine how delighted those 42,000 women are going to be when they arrive in Wichita, finding signs that relieve some of the stress of travel in an unfamiliar town. How can you do the same for your customer?
Michele Miller is a writer, speaker, and consultant on ways to capture the heart of the female customer. The co-author of The Soccer Mom Myth, she consults with businesses of all sizes across North America
Very cool, very wise. Counter-intuition rox!
Nice find, Michele
Should have noted above, what Wichita did isn’t really “counter” to anything except the prevailing cortex-centric procedural fetish. I’m sure you agree it’s simple common sense if we allow ourselves to admit that connecting with people, or helping them connect with others, is the grail and the golden goose.
It would appear that “backwards marketing” is yet another form of “relationship marketing”. The idea is to get to know the people first, offering them assistance, and thanks, before ever selling them anything. Showing care for your potential customers and clients, even if they never turn into paying customers, is a good idea. Help first.
WonderBranding: Marketing to Women: The Right Way to Do It Backward
Place Branding gurus, take note of what Wichita is doing to make itself as friendly as possible to the Women’s International Bowling Congress. Michele has also come up with a phrase I’ve never heard before: Backward Marketing. It’s essentially the
When I came across the excerpt of this post in NewsGator, I immediately thought of that great line from the movie Arthur where John Gielgud meets Liza Minelli for the first time and says, “One must usually go to a bowling alley to meet a woman of your stature.”
The mind works in funny ways, doesn’t it?
It’s a great story.
WonderBranding: Marketing to Women: The Right Way to Do It Backward
Place Branding gurus, take note of what Wichita is doing to make itself as friendly as possible to the Women’s International Bowling Congress. Michele has also come up with a phrase I’ve never heard before: Backward Marketing. It’s essentially the