Unreasonable Hospitality in Product Marketing: Elevating Your Positioning and Messaging
The world of B2B SaaS product marketing is fiercely competitive. To stand out and truly connect with your target audience, you need more than just a great product – you need a marketing approach that goes above and beyond. This is where the concept of "unreasonable hospitality" comes into play.
Unreasonable hospitality, a term popularized by restaurateur Will Guidara, refers to the practice of providing service that goes far beyond what's expected or reasonable. While this concept originated in the hospitality industry, its principles can be powerfully applied to product marketing, particularly in positioning and messaging.
In this blog post, we'll explore how embracing unreasonable hospitality concepts can transform your product marketing efforts, helping you create messaging that resonates deeply with your audience and positioning that sets you apart in a crowded market.
The Essence of Unreasonable Hospitality
At its core, unreasonable hospitality is about creating memorable experiences that exceed expectations. It's about paying attention to the smallest details and finding opportunities to surprise and delight customers in ways they never anticipated.
In the context of product marketing, this translates to going beyond feature lists and benefit statements. It's about understanding your customers on a deeper level and crafting messaging and positioning that speaks to their needs, aspirations, and pain points in unexpectedly powerful ways.
Applying Unreasonable Hospitality to Product Positioning
Deep Customer Understanding
Unreasonable hospitality starts with an intimate understanding of your customers. In product marketing, this means going beyond basic market research:
Conduct in-depth interviews with customers to uncover their unspoken needs and desires.
Spend time in your customers' environments to truly understand their day-to-day challenges.
Analyze customer support interactions to identify common pain points and areas of delight.
By gaining this deep understanding, you can position your product not just as a solution, but as an integral part of your customers' success story.
Emotional Resonance
Unreasonable hospitality is about creating emotional connections. In your positioning:
Identify the emotional benefits your product provides, not just the functional ones.
Craft a brand story that resonates with your customers' values and aspirations.
Use language and imagery that evokes the desired emotional response.
For example, instead of positioning your project management software as a tool for task organization, position it as a way to reduce stress, increase team harmony, and give managers more time to mentor and develop their team members.
Unexpected Value Propositions
Unreasonable hospitality often involves providing value in unexpected ways. In your positioning:
Identify unique ways your product solves problems that competitors overlook.
Highlight secondary benefits that might be particularly meaningful to your target audience.
Position your product as part of a larger transformation or aspiration for your customers.
For instance, a data analytics tool could be positioned not just as a way to gain insights, but as a tool that empowers non-technical team members to contribute to data-driven decisions, fostering a more inclusive and innovative company culture.
Personalization at Scale
A key aspect of unreasonable hospitality is making each customer feel special. In product positioning:
Develop distinct positioning for different customer segments or industries.
Create customizable messaging frameworks that allow for personalization in marketing materials.
Use dynamic content in digital marketing to tailor your positioning to individual prospects.
Applying Unreasonable Hospitality to Messaging
Clarity and Simplicity
Great hospitality makes guests feel at ease. In your messaging:
Use clear, jargon-free language that your customers can easily understand and relate to.
Break down complex concepts into simple, digestible ideas.
Use analogies and metaphors that resonate with your audience's experiences.
Storytelling
Unreasonable hospitality often involves creating memorable moments. In your messaging:
Use customer success stories to illustrate your product's impact in real-world scenarios.
Craft a compelling brand narrative that customers want to be part of.
Use storytelling techniques to make your features and benefits more engaging and memorable.
Anticipating Needs
Great hospitality involves anticipating guests' needs before they arise. In your messaging:
Address potential objections or concerns proactively.
Provide information and resources that customers might need at different stages of their journey.
Use predictive analytics to tailor messaging to where customers are in their buying process.
Consistency Across Touchpoints
Unreasonable hospitality requires consistent excellence across all interactions. In your messaging:
Ensure your tone, style, and key messages are consistent across all marketing channels.
Train all customer-facing teams to understand and reinforce your key messages.
Create a comprehensive messaging guide that covers various scenarios and customer types.
Going Above and Beyond
The heart of unreasonable hospitality is exceeding expectations. In your messaging:
Offer unexpected resources or insights that provide value beyond your product.
Create content that helps customers succeed in their broader goals, not just in using your product.
Provide exceptional responsiveness and engagement in your communication channels.
Implementing Unreasonable Hospitality in Product Marketing
Foster a Customer-Centric Culture
To truly embrace unreasonable hospitality in your product marketing:
Make customer empathy a core value in your marketing team.
Encourage marketers to have direct interactions with customers regularly.
Celebrate and share examples of exceptional customer-centric marketing within your organization.
Empower Your Team
Unreasonable hospitality often requires on-the-spot decision-making:
Give your marketing team the autonomy to make decisions that benefit the customer.
Provide guidelines rather than strict rules for customer interactions.
Encourage creative problem-solving and innovative approaches to marketing challenges.
Measure the Impact
While unreasonable hospitality is about going above and beyond, it's still important to measure its impact:
Track customer satisfaction and loyalty metrics.
Monitor engagement rates with your marketing content.
Analyze the impact on conversion rates and sales cycles.
Gather qualitative feedback on how your messaging resonates with customers.
Continuous Improvement
Unreasonable hospitality requires ongoing effort and refinement:
Regularly review and update your positioning and messaging based on customer feedback and market changes.
Encourage your team to share ideas for improving your marketing approach.
Stay informed about industry trends and new marketing technologies that could enhance your efforts.
Collaborate Across Departments
To deliver truly exceptional experiences:
Work closely with product development to ensure your messaging aligns with product capabilities and roadmap.
Collaborate with customer success teams to understand the full customer journey and identify opportunities for delight.
Partner with sales to ensure your messaging resonates in real-world customer interactions.
Challenges and Considerations
While embracing unreasonable hospitality in product marketing can yield significant benefits, it's important to be aware of potential challenges:
Scalability: Providing personalized, above-and-beyond experiences can be challenging at scale. Focus on identifying key moments where unreasonable hospitality can have the most impact.
Consistency: Maintaining a high level of service across all touchpoints requires ongoing effort and training.
Setting Expectations: Be careful not to set expectations that you can't consistently meet. It's better to consistently exceed reasonable expectations than to occasionally hit unreasonable ones.
Resource Allocation: Unreasonable hospitality may require additional resources. Ensure you're investing in areas that provide the most value to your customers and your business.
Measuring ROI: Some aspects of unreasonable hospitality may be difficult to quantify. Develop a balanced approach to measuring both quantitative and qualitative impacts.
Case Study: Airbnb: Redefining Hospitality Through Unreasonable Product Marketing
Background: Airbnb, founded in 2008, disrupted the traditional hospitality industry by allowing homeowners to rent out their spaces to travelers. Their success stems not just from their innovative business model, but also from their approach to product marketing that embodies the concept of "unreasonable hospitality."
Unreasonable Hospitality in Action:
Personalized Experiences: Airbnb went beyond just offering accommodation. They marketed unique, local experiences hosted by residents, allowing travelers to immerse themselves in the culture of their destination. This "unreasonable" level of personalization set them apart from traditional hotels.
Storytelling Through User-Generated Content: The company leveraged user-generated content in their marketing, showcasing real stories from hosts and guests. This authentic approach built trust and created emotional connections with potential customers.
Design-Driven Marketing: Airbnb invested heavily in design, creating a visually appealing and user-friendly platform. Their attention to aesthetic details in their marketing materials reflected the unique and beautiful spaces available on their platform.
Crisis Response: During the COVID-19 pandemic, Airbnb quickly pivoted their marketing to focus on local getaways and longer-term stays. They also launched an initiative to provide free or subsidized housing to healthcare workers, showcasing their commitment to community support.
Host Empowerment: Airbnb's marketing often focuses on empowering hosts, providing them with tools and resources to succeed. This "unreasonable" level of support for their suppliers (hosts) indirectly markets the quality of their service to potential guests.
Results:
Airbnb's valuation grew from a startup to over $100 billion at its IPO in 2020.
The platform has hosted over 1 billion guest arrivals since its inception.
Airbnb's brand became synonymous with unique travel experiences, disrupting the traditional hospitality industry.
Key Takeaways:
Personalization at Scale: Airbnb shows how to offer personalized experiences on a global platform.
Authenticity in Marketing: User-generated content and real stories create trust and emotional connections.
Design as a Differentiator: Investing in design can set a product apart in marketing materials and user experience.
Adaptability: Quick pivots in marketing strategy can help navigate crises and changing market conditions.
Stakeholder Empowerment: Supporting and showcasing suppliers (hosts) can be a powerful indirect marketing tool.
Conclusion
Incorporating the principles of unreasonable hospitality into your product marketing strategy can transform how you position and message your product. By focusing on deep customer understanding, emotional resonance, and going above and beyond in your marketing efforts, you can create a unique and compelling presence in the market.
Remember, unreasonable hospitality in product marketing isn't about grand gestures or unsustainable practices. It's about consistently finding ways to exceed customer expectations, anticipate their needs, and create memorable experiences throughout their journey with your brand.
As we discussed in our previous blog post, "The Power of Positioning: Making Your Product Stand Out in a Crowded Market," effective positioning is crucial for success in the B2B SaaS world. By adding the element of unreasonable hospitality to your positioning and messaging strategy, you can take your product marketing to the next level, creating lasting connections with your customers and standing out in a crowded marketplace.
At BlindSpot Consulting, we specialize in helping B2B SaaS companies develop innovative marketing strategies that drive results. If you're looking to elevate your product marketing with the principles of unreasonable hospitality, we're here to help. Contact us today to learn how we can support your journey to marketing excellence.
