In this wild fluctuation in the world wide field of normalcy, there has been an opportunity to solidify ones position in the marketplace. In other words, brand domination in the minds of their clients. This domination was the result of the heart and soul of the management, and their emphasis was understanding more than ever that this was a time to care even more.
Here is an example of brand domination done in style and with great regard for human needs in these times of confusion and perceived shortages. We have watched Trader Joe's become the heroes in the grocery marketplace surpassing all 4 big chains that have a solid foothold in Santa Barbara County. They hired more people to make sure that care was not neglected in any aspect of their service.
While standing in short lines (no more than 10 -15 minutes in either senior or regular time), we have listened to people discussing the various stores they visit, and the winner is all three of the Trader Joe's stores in town.
They were the first to disinfect all the carts big and small, hand out disinfectant soap and wipes, and keep their roll of disinfectant paper full outside their stores. They were the first to establish protocols for easy social distancing with courtesy and kindness.
They have crews talking to those in line engaging their customers in smiles and laughter. They even went as far as decorating their windows with Santa Barbara County interesting trivia facts with pictures and stories, so that no one would get too bored in line.
They were the first to replenish their TP supplies as well as their cleaning supplies. Inside, the store, they have crews to guide you, and if you cannot find something, one the guys or gals will bring to you, all you have to do is ask. On sunny hot days, they brought in shade umbrellas and handed out water bottles, and on rainy days they handed out umbrellas.
Last Saturday night, SB County Health Authority made masks mandatory for shopping at the market. Sunday morning when we were there, TJ's crews handed out masks to those of us who had not heard the news. Neither one of us can stop thanking them enough for the calm in the madness..
How can this apply to real estate or any other business? Care will win everytime regardless of the situation one finds themselves in. We remember during the Montecito floods and mud slides how an 80 plus woman started a bucket brigade to haul mud out of homes, when all heavy equipment was tied up cleaning the freeway and the channels.
And, we were so proud of our real estate clients who joined the bucket brigade, and worked for hours on end...People remember those moments! We would have joined them, if the access to Montecito was not closed.
Can you understand why some succeed and some don't...high tech becomes lots of blah, blah, when the power is out, Amazon and other etailers has run out of TP, and self serving headlines, emails are bombarding the Internet.!
People will remember the drive-by birthday serenades, the special cookies baked by loved ones let at the door, and the ingenious ways that many have stayed in business rather than claim unemployment...We salute them all, and we will remember them and continue to be their loyal customers and clients...That is what we refer to as brand domination...