There’s a fancy steakhouse in Philadelphia called Barclay Prime. They have an item on the menu called the $100 Cheesesteak. However, it’s not just any street corner cheesesteak. It’s made with wagyu beef layered on a handmade sesame roll garnished with foie gras mousse, truffle butter and truffles. Then it’s topped with some Velveeta. Kidding. The cheese is over the top, too. It’s an Italian Caciotta al Tartufo cheese created with a unique blend of cow's and sheep's milk, and truffles. Plus, your get the wash it all down with the included half bottle of fancy champagne.
When the restaurant opened this item was placed on the menu to generate a buzz and give customers what professor and author Jonah Burger calls “social currency” in his book Contagious. Social currency is created when an item, an experience, a moment is so impactful it makes people want to share this others. This is also known as word of mouth marketing… the most powerful form of marketing.
So I ask you this: what is your business’s $100 cheesesteak? What are you offering, showing or doing on a daily basis to give customers a pocket full of social currency they want to share with others? It doesn’t have to be a super expensive item or even the same thing everyday. It could be wishing them an amazing day as they exit the store, going above and beyond with customer service or a follow up to ensure they are happy. Make it fun, make it unique, but above all else make it memorable.