Do you remember Judy Garland singing "Somewhere Over the Rainbow" in "The Wizard of Oz?" Do you remember when Danny met Sandy wearing a letterman's sweater and she was dressed in leather from head to toe - and then they drove into the clouds in Greased Lightning? Do you remember Rocky running up the stairs of the Museum of Art in Philadelphia, hands raised triumphantly? And that moment in "The Sixth Sense" when you finally realized that Bruce Willis' character.....well, I won't spoil it, but if you saw the movie you know which one I mean.
Of course you remember. These were defining moments in those movies - full of surprise, passion, delight, excitement, intensity. More importantly, these are the moments everyone leaves the theater talking about! These are the moments that create BUZZ for the movie and encourage more people to buy a ticket.
It's when you can create those kinds of positive movie moments for your customers - unexpected go-the-extra-mile surprise and delight kind of moments - that they will begin to buzz about you and your business.
Here are some examples:
- A friend of mine recently told me about a time he was going out to a late dinner with his date. They arrived at their restaurant of choice, only to be told by the manager that "Sorry, they were closed." Disappointed, they turned to find another restaurant only to be stopped by the manager. "On second thought" he said, "why don't you come in?" He got them seated and the staff at the restaurant proceeded to bring out every single dish they still had in the kitchen - appetizers, entrees, deserts. He entertained them while his team continued closing the restaurant. They were so surprised and had such a great time (here it comes...) they TOLD EVERYONE THEY KNOW! That restaurant has no less than 30 new regular customers because that manager created a movie moment for my friend and his date.
Jack Canfield, author of the Chicken Soup for the Soul series, and several books including one of my favorites, The Success Principles, told me the following story. He was on book tour and got to his hotel room at the Ritz Carlton past midnight. He was tired and hungry - and not sure where he would get something to eat. When he arrived at his hotel room there was a thermos on the table filled with hot, homemade Chicken Noodle Soup. There was a bowl, a napkin, a spoon and a note that read "Here's some Chicken Soup for Jack Canfield's body and soul." In his words, "I was so touched that they knew who I was and reached out to personalize my room in that special way." He has shared this story in his books, his speeches, and in The Celebrity Experience.
- An audience member recently told me about a "movie moment" she experienced with a clothing store. As she tells it, she shops at stores for plus size women. She always felt tied to one particular store and never found anything she really liked. Recently she found another store (I'm wishing I could remember the name) that sold clothing she really loved and in her size. She bought a couple of outfits and wrote to the CEO of the store exclaiming how happy she was to have found them. A short while later she arrived home to find a box at her doorstep. It was filled with several outfits, in her size, from that very store. The note read: "We are also glad you found us and am thrilled to have you as a new customer. Please enjoy these outfits with our compliments. We look forward to seeing you again!" Think she'll go back? Absolutely...and she tells everyone she knows about this experience.
Want positive buzz about your business? Create Movie Moments for your customers and soon you'll "have them at hello" and they'll be "showing you the money!"
So my friends, let me ask you, when was the movie moment you've experienced?
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