When Going for Word of Mouth, Sweat the Small Stuff!

It’s easy to ignore an acceptable business transaction, one that fulfills all or most of a customers expectations. But if a company can deliver the must-haves first AND surprise the customer with more, it will be hard for the customer to avoid spreading the word.
I ordered some business cards from Moo the other day. They are not like other web based printing companies and that’s a good thing. The thing that made my experience really fun and memorable, and the reason I’m writing about it now, is what happened days after I left their website.
Moo.com is not for everyone. The cards are expensive compared to other vendors online and the turnaround time is an unimpressive 5 business days. The design choices are neat but have very limited options for customization and there is no phone support. From a logical, features point of view, the site really doesn’t cut it. But Marketing is not all about logic.
It was easy enough to get my cards designed and I finished my order feeling okay about the whole process. They even sent me order confirmation details from a fictional personality named Little Moo, using snarky, sarcastic language. Fun, but a lot of people are doing that these days.
My view of Moo went from ordinary to remarkable when I got my cards in the mail.

Instead of packing the cards into a big brown box, they were delivered in a sturdy, handsome desktop display. The Moo logo is subtly included on the box in silver foil and my cards look great stacked inside. True to their personality, they also included an extra business card printed with a meeting crossword game, just for fun.
The effect was that I immediately wanted to show them off. It feels good to see your name on a high quality item and I was excited about the display. It was unexpected. The carrier itself makes you want to slide out a few cards and start handing them out.
For companies producing personalized products, the moment of unboxing is critical. When I was shopping around for a business card vendor, I compared the features like a rational shopper. But when I was opening up the packaging, I was excited to see what I would receive – at a fulcrum point for potential experiences. By nailing the product packaging and including surprise extras, Moo left a great final impression.
The attention to detail may cost a little more in materials and product development time. But the differentiation created and emotions produced make it worth it.

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