A few weeks ago Mike Stopforth mentioned in an article that one of his goals before he dies is to drive an Aston Martin. Aston Martin, who was obviously tracking their buzz, saw this and sent Mike an email offering him a day with an Aston Martin. Now, Mike and all the other people that saw this story that are interested in exotic automobiles are now evangelists for life. Aston Martin did not have to do this, as Mike was already an evangelist. But they did and in the process created a little buzz for themselves and also possibly won over a few new customers, or at least future customers.
In his article, Mike mentions one of the reasons he likes Aston Martin so much is the way they have always treated him, this story included. Even though he has never been in the position to buy one of these cars (yet) everyone in the company has always treated him as an equal, something he mentions other exotic automobile brands have failed to do. I can back that statement up, as I’ve always felt welcome inside Aston Martin dealerships.
Not every company makes a product that people actually make one of their life goals to purchase or even use. But if you are tracking your buzz and you come across someone that shows interest in trying one of your products, why not reach out to them and offer them a test run or even a freebie? Even a company with such high-ticket items like Aston Martin sees the value in monitoring and responding to their buzz, does your company?
By the way, I’d also love to spend the day driving an Aston Martin, hint-hint.
[via: Church of the Customer ]