This is really interesting – Johanna explains how traditional use of demographics is no longer applicable in marketing and explores how women are leading the way in social media.

I’m constantly telling people about this TED Talk. Derek’s entertaining video clip and clever narration is inspirational and well worth 6 minutes of your time! Here’s to supporting lone nuts…

What Is It?

A chain of coffee shops called ‘Cilantro’ from Egypt located at 106 Tottenham Court Road and 193 Piccadilly Street, London.

What Makes It Remarkable?

Firstly, their refreshing tag line is ‘Appetite For Life’.

Secondly, they want you to feel ‘really at home’ and achieve this by offering free wifi, mobile phone charging, an expansive menu, excellent service and allow you to either have your food and drink to go, order it from the counter or sit down and relax and they will serve you at your table. Nothing is too much trouble.

Thirdly, their attention to small detail and additional value. They have created a pocket sized monthly ‘Cilantro Gig Guide’ listing music, film, theatre and art events in London – great for tourists and locals alike. 

Beautifully designed graphics and print material gives them an edge – they do things slightly differently and you notice. Like their free standing notice board with a map of central London, daily newspapers, their in-house magazine and posters of local events. Plus they have shelves with a range of novels – classic and top ten for customers to read while having coffee.

Then there is ‘The Big Red Book’, a gorgeously designed large blank page book for customers to write or draw in, without rules. People write messages for other people, comments and feedback for Cilantro, poems, tips about what to do in London, quotes, snippets of inspiration….

It’s a great place to get away from the hectic pace of the surrounding area, useful for informal meetings or as a base to get some work done between clients.

What little thing could you do in your business to provide remarkable value to your customer and got them talking about you?

During the course of the length of a customer’s stay in London, each time they refer to Cilantro’s gig guide they are seeing Cilantro’s logo and building a connection with their brand. The brand that cared enough to give them something over and above coffee and cake to make their time in London more enjoyable.

What is an inexpensive service that you could offer for free to attract customers?

When I’m in that area and need internet access for my netbook I know where I go (and I buy coffee and food while I’m there).