This week’s Smart Marketing Move goes to Ghost Tour of Philadelphia.
Philadelphia has many tours for tourists, and locals, to enjoy. There are multiple ghost tours too, but we decided to take this one.
We got our tickets and moved to the Signers Garden, where we had to wait for the tour guide. Our tour guide was right on time, but he made a grand entrance. Dressed in a black cloak and carrying a candle-lit lantern, he went into the middle of the garden and didn’t say a word. This really set the scene for a walking ghost tour. I’ve seen other ghost tours walking around and the guides just wear glow in the dark sticks. That doesn’t scream “good tour” to me.
At the very beginning of the tour, we were told by the luminous tour guide, ”The stories I will be telling you are from many interviews, extensive research and various books. We pride ourselves on being storytellers, not paranormal investigators. And, that’s just what I’ll be doing here tonight, telling you stories…ghost stories.” Unlike the Dumb Marketing Move from the Mural Arts Tour (click here to read) this tour guide knew the facts and stories by heart, the real ghost stories. He didn’t ask if there were any questions, but personally, I don’t think it was necessary.
Our tour guide was entertaining and kept everyone’s attention. The stories he told were enough to make skeptics enjoy the tour. At the end of the tour, I said thank you to the tour guide and learned that he was an actor and that all of the tour guides with Ghost Tour of Philadelphia go through a training process. Smart!
Lesson Learned: A key element of marketing is customer service, it is also one of the easiest things to improve at the least cost. Employees need to be trained to think customer service all the time, when they do they will shine through and your company will more than likely receive a bad review either online or through word of mouth. Remember, your employees are an integral part of your marketing; proper training can make or break you. How can your employees improve? Who needs training? A smart company has a two way conduit for its employees to share ideas that will improve the customer experience. In doing so, you will dramatically enhance one of the most powerful marketing tools in existence today, Word of Mouth Approval and Recommendation and once you tap into that, your company can maintain a steady income as well as happy returning customers.