🎥 10ᵉ episode: Mère l'Info's recipes
Today you have a date with our friendly Mère l'Info, who will be revealing the secrets of her signature recipe. So fire up your ovens and let us wish you "Buon appetito"!
Storytelling
She's irresistible, isn't she?
You've got to admit, our Mère l'Info is irresistible, with her disconcerting naturalness, her pretty, bright kitchen, her infectious enthusiasm and her superb chef's hat! You can imagine that she even knows how to seduce her customers, making them sing along with the cicadas thanks to her unique magic formula. Her whole world is sure to delight. With her Italian accent, can you smell the perfume of basil, oregano and olive oil? Let's toast with an excellent Piedmontese Barolo on a lively terrace. This chef really makes me dream. 😋
My Granny
And here I am, remembering my Grandmother, my Mémé, who used to prepare for us, like no one else, little cockerels with fresh tarragon. Just the right amount of cream and, of course, authentic homemade croquettes. There was also bread for dipping in the sauce, of course. Fresh bread was available every day. But at our Granny's, the stale, baked bread was the star. A huge loaf weighing over 2 kilos, which she would put on her board and cut by hand. It was just too good!
What's your madeleine?
What's your favourite Proust madeleine? Close your eyes, what mood would you like to be taken back to? To your childhood, your adolescence? On holiday with the memory of a magnificent land bursting with flavour and sunshine? What else would make your mouth water? Of course, a recipe calls on your taste, but also on the atmosphere, the colours, the scents, and even the tablecloth and china on the beautifully laid table. It's all made up of 1001 details that titillate your memories and tickle your nostrils!
I can see you smiling, that's great! Make the most of this moment and recharge your batteries with all these simple pleasures!
And then?
What does reading the above suggest to you? It's that an experience is extraordinary when it awakens all your senses: sight, smell, taste, touch and even your hearing, because yes, you've heard them, the cicadas of Mother Info, haven't you?
So when you want to buy something, it's all the same. And your customers also expect to have a unique experience when they choose your business! Like you, they want to discover a unique and wonderful customer experience that awakens all their senses!
What appeals to you appeals to your customers just as much! So it's up to you to keep them enthralled throughout their customer journey with you!
Advice
What if it wasn't a question of price?
What weapons can SMEs use to combat price supremacy?
Consumer expectations have changed! They are becoming increasingly demanding, even when it comes to "low cost" products, forgetting all too quickly that not everything can be included at low prices!
This behaviour is logical, as we are constantly bombarded with advertising boasting the best prices: 1 + 1 free, promotions, pre-discounts, mega-discounts, super-discounts, sales, Black Friday, and other days with conditions advertised as exceptional!
The price and the feeling of a bargain sometimes get the better of our desires...
Think back to your last purchase. Did you really need it? I'm not sure! On the other hand, you let yourself be surprised because you were approached, informed and certainly tempted by a communication. attractive extolling its virtues!
A battle lost in advance, yes, but ...
Let's face it, at the moment, an SME can't compete with the sales giants on price. The battle is lost in advance, especially as these giants have mastered all the advantages offered by their highly advanced logistics and digitisation. For example, they can offer free delivery, exchanges and returns in unbelievable timescales - impossible without this automated management and all that goes with it!
Your differentiation, your huge advantage!
Fortunately for you, dear entrepreneurs committed to service, quality and excellence, there is, or still is, another type of customer. These are certainly well-informed customers who, rather than looking for the "best" price or an impossible deadline, are looking for a purchasing experience, a pleasant adventure from start to finish, during which every detail will have received particular attention. And that's where your expertise, attention to detail and competitive edge can really make the difference when it comes to price!
A human listening to another human...
This type of customer is, on the one hand, prepared to pay more and, on the other, more demanding because they are looking for other 'sensations' that only SMEs with 'differentiated' products and services can offer. How can you do this? By keeping your authenticity, capitalising on your values and everything that makes up your company's DNA: your passion, your taste for novelty, your ability to reinvent yourself and your attention to detail.
Your human-sized team has the opportunity to understand and interact with another human being, your customer!
Have you ever wondered why, in many supermarkets, "cut-up" counters presented by human beings are back in force, next to shelves stocked with similar pre-packaged products? What a paradox!
You offer a complete service, so let people know about it!
So how can you offer your customers a "unique experience"?
In my opinion, most SMEs that share the quality philosophy already have everything they need to offer their customers excellence. But... because there is a but, they have a major communication deficit, both with their customers and their prospects.
You often wonder about the usefulness of good communication, and even more about the wisdom of investing in your digital visibility. After all, why should you inform your prospective customers when you know all the best practices and requirements of your business?
Because your uninformed prospects won't know the quality of your products and services until they've tried them out! Remember that they always start by consulting the internet, that great guru "Google", before walking through your door!
The same goes for your loyal customers, who are often unaware of the extent of the services you offer! How many times have you been told: " What a shame, I just bought this type of item or service on the internet because I didn't know I could also order it from you!"
A unique experience
Think back to the Mère l'Info episode: what attracted you?
On the one hand, by communicating what Mère l'Info has to offer through a video. and also on its content reflecting the whole customer experience that you could share with it. The recipe alone would not have been enough. It had to be accompanied by a little staging made up of a scenario, an atmosphere, her outfit, and ... the promise that her cuisine would give you. Can you hear yourself singing along with the cicadas 😉
A whole host of "recipes" can be created to boost your online visibility!
In a future article, I'll flesh out what I have to say with a few practical examples. See you soon!
Making-of
Stay tuned!
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