Written by Baron Manett on May 23, 2012
in Customer Experience

I wasn’t really sure what I was getting myself into when I pledged money toward a startup company called More Real. The company posted an ad on Kickstarter, a site designed to help entrepreneurs’ drum-up cash to get their businesses off the ground. What really caught my eye was the passion of the owner. It was clear from his pitch video  that the entrepreneur and industrial designer, Don Lehman, was passionate about his product.He was seeking an investment of $73,276 to produce touchscreen stylus that “… turns a Sharpie, a Bic, or a Pilot Fineliner into a touchscreen stylus that works with any capacitive touch screen.” He had already had about 1000 people from around the world pledging between $5 and $290 to be one of the first to get their hands on his invention. I was intrigued. This guy was definitely on to something.

More than a great product   

Don took the time to really think through each customer touch point and transform them into memorable moments. For instance, when I first signed up to support the initiative, I found out they were out of stock. I was disappointed.

But, about a week later I received a personal note from Don thanking me for my support. He also said they had extra styluses on hand and that I should expect to receive one in the next few weeks.

Brilliant! I was soon to be the proud owner of my very own More Real touchscreen Stylus. True to Don’s word, I promptly received my package in the mail two weeks after his note. I couldn’t have been more delighted. The package was well thought out – from the personal message of thanks on the inside flap and the description of the Stylus’ environmental footprint, to the list of people who made the project possible. It seemed they had thought of everything.

What impressed me even more was the fact that they gave me a note to pass along to a friend.   By passing the note onto my friends, not only would I be looked at like a “great guy” but I’d also be endorsing the brand.  That was okay with me because my expectations were pleasantly exceeded. I was more than willing to pass along the good will. I’ve told about 40 people to date!

Up-front work pays off

More Real has built a cult like following through word of mouth because they really thought through their customer’s journey. Word of Mouth. Yep. The three little words all marketers dream of. If a start up with no cash can do it, your brand can too.

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