The Premier Inn chain have really 'got it'. I think they're a great example of a business that has focussed on what it's about and worked hard to demonstrate that in their marketing, their operations and their people.
I stayed at the Premier Inn in Welwyn Garden City yesterday before speaking at a conference there and was very pleasantly surprised. It's a 'solid', no - nonsense approach that focuses on the 'core' offering of simplicity, comfort, consistency and good value. I can't help thinking that they work hard on managing customer expectations and do simple little things to reinforce that - consistently.
The staff were very welcoming and helpful, check in was simple and swift, the room was nice and spacious, facilities were clean and comforting, and even the signs helped reinforce their 'warmth'!
From their 'up front' TV advertising campaing with Lenny Henry, to very clear and upfront pricing, they also offer a 'Guarantee of a good night's sleep' to back it all up! It's a great example of 'positioning'.
No, this is not an paid advertisement for Premier Inns, it's just a great example of a business that has 'set it's stall out' and concentrated on doing those things right.
The result? People like me tell other people like you!
So, a couple of questions for you:
- What does your business 'stand for'?
- How do you demonstrate that in all your activities?
Yes.... I said ALL of your activities!