It does TWO clearly distinct things.
a) By capitalizing on highly-public information (people are already talking about Gordon Ramsay) it enters the conversation that’s already going on in your customers’ heads.
(…so you don’t have to interrupt what they’re thinking…you’re just joining in the conversation, and ‘leveraging’ off what’s currently water-cooler talk.)
b) It highlights the process. Most businesses assume their customers are only interested in the result, the final product.
But there is magic in the detail….there is MONEY in the story of how you deliver what your customers are buying.
Now, if you haven’t done so already, replace restaurant with salon. What can YOU do to tell the story of your process? – a story that addresses what your customers are fearful and anxious about when making a decision about whether to do business with you?
Are your products sourced using a suddenly rediscovered formula developed by primitive tribes in the steamy jungles of Burma?
Does one of your treatments originate from the desert rituals of Bedouin tribes in ancient Mesopotamia? (I’m exaggerating for effect, but you get the picture.)
There are tons of ways you can be telling your “behind the scenes” stories.
* Instagram is a great platform for that. Photos and videos showing you and your team doing things like (for example) preparing color, or getting a treatment room ready, even such seemingly bland tasks as cleaning, give a sense of “making the invisible visible”.
* Same can be said for Facebook…so much of what I see on these social media platforms is so “me-too”, just copying everything everyone else is doing.
* On your YouTube Channel – quirky short videos that you can also use on social media.
* On your own website (hint: just ‘re-purpose’ content you’ve used on the other platforms.)