Last night, I read the most recent issue of the Springwise e-newsletter. It contained a brilliant example of evidential marketing (that is, providing proof of performance while serving a customer).
The story was about a flower shop that not only delivered a bouquet to the recipient; they delivered a digital photo of the actual bouquet to the customer that ordered it.
Implications: Isn’t this a perfectly simple and ingenious idea? How many times have you wondered whether the bouquet you sent was wilted on arrival? (After all, one often orders a floral arrangement on the web or by phone, never actually seeing the bouquet.) This shop has gone beyond the claim of freshness. They’re demonstrating their quality with visual evidence.
Consumer confidence isn't just a matter of how people feel about the future of the economy. You can influence the confidence of your consumers by the way you serve them.
Mike Anderson
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