I’ve been dipping in and out of a book I found lying around the office, The Big Moo.
Edited by Bluewire deity Seth Godin, the book is a hugely successful collection of ideas from a slew of the top business brains around the world.
The particular excerpt that got me excited this afternoon is an idea dreamed up and implemented by Ron Johnson, the senior Vice-President of Retail Operations at Apple Inc. (Yep, Apple impresses again.)
What Johnson did was, well…genius. He started “bars” across Apple shop fronts which rather than selling drinks, dealt out free tech support. He called the concept “The Genius Bar”.
Rather than understaffing, using the cheapest staff possible, or not training their staff properly, Johnson ensured the Genius Bar offered the highest level of service possible. So when millions of people (Apple product owners and the uninitiated alike) stepped foot in Apple stores, they expercienced the company to be helpful and personal.
So often public relations and marketing is self-serving and one dimensional. But this willingness to share the knowledge base of their company for free is a fabulous example of Apple’s ongoing ability to position themselves in the role of the trusted advisor.
What could your company offer others for free?
Web Strategy Brisbane: Bluewire Media has a free one page web strategy plan, endorsed by David Meerman Scott. That’s our gift to you. To discuss implementing the ideas that come out of this resource, call us on 1300 258 394.