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.
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!