Here is Mr. Kearny’s letter:

Your editorial (July 21) against the “clever” idea of opening up highway emergency signs to advertising was too tepid and cautious. The genius of that idea is how many other openings for easy state funding it opens up.

Think of fire engines — those lights, those sirens, those long sides cluttered with ladders instead of ads. And why should they make that god-awful screech when they could be playing a Pepsi jingle instead?

And the roadways themselves. Those endless 10-foot-wide ribbons of boring asphalt and concrete could be jazzed up with the genius of Madison Avenue.

Or how about a two-track 911: “If you would like to expedite service, please press 1 and have your credit card handy. Otherwise, stay on the line and one of our dispatchers will be with you shortly”?

Our highways are befouled by too many billboards. Instead of adding more, we should tax them by the square foot, using the money to remove obsolete and unprofitable signs, to beautify the roads and to promote the tourist industry. Instead of privatizing yet another public asset, we should charge private industry when it encroaches on the commons — our beautiful Penn’s Woods.

To this I responded with the following:

I love the idea of the jingle playing when the fire engine is coming down the street! But Pepsi? Why not make a local tie in with the Hershey “Sweetest Place on Earth” jingle. That way we’ll be reminded how great this area is during times of tragedy.

Lastly, I think you forgot the annoying cross-walk sound. Instead of “beep beep” it could be “Metro bank gives you dog treats” or “Capital Blue Cross-we care about your health, so cross cautiously”. You sir, are a genius!

Think "outside" the box.

Mr. Kearney,

Unlike a lot of people are able to do in this day and age, you THINK outside of the box. Without knowing it (or maybe you do), your demonstration of marketing thought processes should be rewarded (no matter how tongue-in-cheek). Too many businesses these days care more about painting inside the lines and copying their competition, that truly imaginative advertising is few and far between. I commend your ability to brain storm and I hope you are involved with the advertising industry.

Business owners take note, be creative, don’t just “run an ad” — turn some heads!  I bet a fire-truck blasting “ba-da-da-da-da, I’m loving it” would get a second look.

Here are 5 ways your business can begin creating a more positive and memorable customer experience. The bonus:  these things are relatively free to execute!

1. Fragrance: The sense of smell is a huge memory trigger. If your store has a signature fragrance, it will remain in their minds. This can be as simple as lighting a candle or burning fragrance oil. Vary the scent toward the mood you want to create. (i.e. sultry, clean, lively, or understated)
2. Music: Music can change a mood faster than anything! Make sure the music you are playing is reflecting the type of emotions you want your customers to feel while in your store and remain true to your brand image.
3. Samples: Sampling will allow your customer to imagine what it would be like to own your product. Encourage your customers to try on clothes or jewelry, sample the perfume, or have a taste of a new dessert.
4. Greet your customers: No one wants to be bombarded by a sales person when they walk through the door, but being met with a warm, cheerful smile and greeting can do wonders to set the tone! I have walked into stores countless times and have been met with a disgruntled employee. Despite the merchandise, the mood has already been set.
5. Gain a piece of information about your customers: Ask your customers what their names are and learn them! Ask any number of questions (without being over-bearing and annoying, of course)…Are they local? Have they been in the store before? Are they shopping for something special? Make mental notes of each piece of information you gather to remember next time they come in. It will make your customers feel so special when you remember them next time.

Feel free to add your tips and suggestions of other ways businesses can create a positive customer experience.

The List, A New Business Intelligence company that helps businesses with lead generation and business prospecting based out of Atlanta, Georgia put out a great publication entitled: Prevailing: Strategies for Marketing in a Recession. In this article, Mark Mears the CMO of the Cheesecake Factory was discussing the ways their company has remained strong with their restaurant’s marketing efforts in this economy.

According to this article, “One way the company has reemphasized its unique points in a non-traditional fashion is through the celebration of its 30th anniversary. Instead of doing direct mail, or a coupon or advertisement in the newspaper, The Cheesecake Factory reached out individually to guests through a multi-paneled print piece detailing its heritage, signature cheesecake and philanthropic efforts. The company has also offered destination sweepstakes contests and instant win games, where guests can win free meals at The Cheesecake Factory restaurants in various cities.

‘Instead of dropping a coupon, we’re telling a story. We’re trying to get them to understand how special they are by inviting them to celebrate our 30^th anniversary with us, engaging them in online sweepstakes and having them come in on future visits and receiving something that we know they love,’ Mears said. ‘A non-traditional way we’re marketing The Cheesecake Factory brand is in a way that builds on the brand’s heritage and unique culture as opposed to discounting the brand.’”

Remember when you are tempted to use price as your draw:

• You do not create any unique value propositions: Instead of selling based on price, if you sell based on what makes you unique you will be extremely more competitive.

• When you create a low price mentality, people are not loyal: As soon as another coupon from a competitor rolls around, your business will be lost to your competition.

• You miss out on word-of mouth advertising opportunities: Instead of focusing on the “one-time hit” of someone using a coupon, focus your efforts on “wow-ing” your current customers and turning those people into your biggest fans.

• You are missing out on long-term benefits: Discounts and couponing are short-sighted methods. Once the coupons go away, you run the risk of your business going with them. Long-term value and unique experiences will last much longer and foster repeat business.

Notice I said a happy customer, not a satisfied customer. A customer EXPECTS satisfaction. They expect good food, good service, and a good experience. The process cannot end here. Word of Mouth advertising (the most powerful form of advertising) is only truly activated in full force when a customer becomes dazzled, delighted, and happy.

A great business man I know is in a retail business where delivery is offered to his customers at no charge. He once told me a strategy of his was to tell his customers (especially new customers) their product would be delivered one or two days after the date he knew for sure he would have it delivered by. This seems simple, however, the level of customer happiness greatly increased!

It is surprising how small gestures and offers greatly impact a customer’s mindset and take their level from satisfied to dazzled.

These simple suggestions will help your business take your customer’s satisfaction to the next level:

1) Start Practicing an “Open Hand Policy”

In the book, “9 Lies that are Holding Your Business Back: And the Truth that Will Set It Free” by Steve Chandler and Sam Beckford (which I greatly recommend), lie number 6 states that, “You have to be tightfisted.” The exact opposite is true! They use a wonderful example about holding sand. While holding sand, if you squeeze your hand most of the sand is lost. Likewise, when your hand is open you can hold the most.

The same goes for business. Tightfisted businesses that have stingy refund policies, do not show appreciation to their patrons, and are not willing to spend a couple extra dollars to really dazzle their customers will end up losing the most customers in the long run. They have no emotional connection to you! They are not impressed. When a competitors’ coupon shows up in the mail, they will be more likely to leave you.

2) Do Not Have a Short-Sighted Mentality

Businesses that see customers as a one-time hit will not be concerned with dazzling their customers. Do not become short-sighted. Although it may seem like a pain to offer that unsatisfied customer a complimentary meal, do not forget about the people that person communicates with in a day and the people he/she will tell about you. Every customer is more valuable than their one-time purchase.

3) Think “Dazzle”

Next time a customer walks through your door do not think “satisfy this person” think “dazzle them.” Write down a list of things you and your employees can start doing that will get your customers excited and talking. Perhaps offer a complimentary gift card to some of the faces you see on a regular basis or offer a special gift with a purchase. Make customer “dazzling” a company culture and stick to it. You will not be disappointed.