Fresh Tamales and “The Customer Journey”

image is not property of Riley James Copy

What is a customer journey?

And why should you care?

Recently, I experienced my own customer journey, and it might shed some light on the success/lack-of-success for some of your board game marketing attempts…

image is not property of Riley James Copy

So a few weeks ago my wife and I were walking along a neighborhood called Kendall Yards.

It’s a newer development of townhomes and shops that overlook the Spokane river and the perfect place for an evening stroll after dinner. I had intentionally had a lighter dinner, with the expectation of getting a little something after our walk…

A tamale at the new tamale place.

Tamales take a long time to make at home, so it’s not a food I frequent. I visited the website which, while sparse, was clear and easy to navigate. It led me to an article in a local magazine which shared a charming story of the owners. But the kicker was that my friends said it was good.

Long story short: I was eager to find an excuse to give them a try. So riiiiiiight before we turn around to head back to our car, I scamper on over into “Tamale Box”.

I behold a put together but modest little establishment. A few indoor tables, a single small counter, and a short menu. To me, that’s a sign that this place knows tamales really, REALLY well.

My choices were:

• 5 tamale options

• Rice & beans or chips

• 3 salsas

• 5 drinks

It was near closing, so I had to do a little “Um… hello?” to get the friendly gentleman in the back to come to the counter.

I ask them to give me whichever one they think is best. No sides. No salsas. No drinks. I order one, lonely, single tamale and head right back out the door to finish my walk.

It’s not until I get home that I take a bite, and I don’t finish it until the next day.

The verdict?

Real good!

Prefer tacos, but definitely worth another visit!

image is not property of Riley James Copy

Ok, so maybe that isn’t the most interesting story in the world, but I want to zero in on the customer journey this tamale place had.

Here’s the steps I took from A) completely unaware they exist to B) wanting to order more.

1. They open the store to a little fanfare

2. My friends who live hear about it and tell us.

3. I look up reviews online, see their website, and read an article

4. I wait for a time when its convenient

5. I go in and order one thing

6. I like the experience

7. I plan to return and make a REAL order (tamales, salsas, drinks, etc.) that will make them much more profit.

First thing, notice the NUMBER of touchpoints.

A touchpoint is a marketing term referring to any interaction your brand has with a customer. Everything from a small interactions like seeing a flyer on a telephone pole to an hour long conversation with the owner. If they are interacting with the brand, it’s a touchpoint.

image is not property of Riley James Copy

I had 1) my friends, 2) google reviews, 3) the website, 4) Inlander article, 5) the sign outside the store, 6) the menu, 7) the person taking my order.

If any ONE of those touchpoints was bad, I may not have gone.

Second thing, notice that only SOME of their marketing was needed to make me a customer.

Now I don’t know the entire marketing strategy of Tamale Box. Maybe they do instagram ads. Maybe they are start to send emails. Maybe they were on a local radio station. No idea.

But I didn’t need ALL of those things to become a customer.

All those things can be good, and usually I suggest a “more the merrier” approach when it comes to marketing.

But a customer doesn’t need to hit every single touchpoint in the right order to become a customer. In general, the more touchpoints you have, the more avenues there are for people to become customers.

Third thing, that process took 2 MONTHS.

It took time for my “desire for a tamale” to become great enough for me to actually go to the place!

And that is normal!

Not everyone is ready to purchase right away… they might not be ready for weeks, months, or years!

But that doesn’t mean you stop communicating with them.

You keep in contact, keep them informed, “warming them up”, knowing that eventually you’ll make the sale!