It’s the little things

The last few years have caused all of us to tighten our pocketbooks and cut back on the non-essentials.

When was the last time you saw nuts on the bar during happy hour? Airlines have not only stopped giving meals, they charge for checked bags now. Heck, my favorite restaurant even stopped bringing me a mint with the check.

So, when I come across a product or brand that hasn’t cut to the bone, I’m super impressed. Doubletree Hotels still give you a warm cookie when you check in. Costco still provides a full meal of bite-sized samples. On Southwest, bags still fly free.

But it doesn’t have to be a giveaway to win my heart. All I’m yearning for these days are brands that show me they haven’t sacrificed their identity to save a little money. Brands like Dove Chocolate, Splenda and Sweet Leaf bottled teas are three great examples.

If you’ve had Dove Chocolate recently, you’ve probably discovered that their foil packaging contains fortune cookie-esque inspirational words of wisdom. Today, mine read, “Too much of a good thing is wonderful.” Bingo. And if you’re like me, you’re looking to that little bite-sized morsel for a quick burst of happiness and satisfaction. The whimsical musings are an enhancement.

“When you’re smiling, it makes people wonder why.” That quote greeted me under the cap of my Sweet Leaf tea the other day. I actually kept the cap. It made me grin. I wonder if it made someone around me wonder why…

Another example (and maybe this makes me a sap) but I look forward to seeing what’s on my Splenda packet at Dunkin’ Donuts every morning. Today? “Smile. Pass it on.”

Moral of the story? Pay attention to the little things that don’t cost much for your brand to execute, yet make your customers smile and remember who you are – and more importantly, why they fell in love with you in the first place. It doesn’t take much, just a nod that you haven’t forgotten about your patrons, the folks who choose you over someone else.