I'm sitting here watching Oprah with my daughter. I hardly ever watch Oprah, but this particular episode she was spotlighting a company called American Girl. If you own a company you would be doing your customers a disservice, if you didn't spend as much time as you can, learning how American Girl is a true Lovemark.
Dolls are big business and American Girl seems to have taken it to a whole new level. I'm learning the lengths this company is going to create a life long customer. Here are some examples:
- Each doll comes with a real book, not a brochure, about its life, based on some period of American history.
- When you purchase a doll you can have a professional portrait taken with the two of you
- American Girl has what they call a Doll Hospital. When your doll has an accident this department performs all the medical procedures necessary to fix the problem
- Your doll's lifestyle would not be complete without additional clothing, furniture and accessories.
Here's where the Lovemark comes into play. They make buying an American Girl doll an experience beyond the customers wildest expectation. There is a social aspect to the products. The company is 100% dedicated to making sure their doll owners get the red carpet treatment. The value of one young girl convincing her friends to buy an American Girl doll is priceless.
Take time to wow your customers. Take time to listen to what they want. Take time to give them what they want. Learn from your customers. Use what ever social and viral marketing is available.
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