This time it’s personal

THE PRINCIPLE

What feels tailor-made is profitable

Here’s how Joanna Wivell described her business to me:

‘Having lived in Madrid for six years, I decided it was time to make the most of the fact that I am an English person and Spanish aficionado living in Spain. So the idea was to set up something which bridges the two cultures.’

Her company is called Insider’s Madrid (www.insidersmadrid.com) and she organises trips and events for large and small groups of English speakers visiting Spain. She says, ‘Although I guide people through flamenco dancing, bullfighting, and tapas tours myself, I have been busy making contact with people who specialise in different areas to help me do it.’

The venues the company uses, as well as the guides, reflect a variety of interests. For instance, she says, ‘I have just met an aristocrat who used to accommodate The Rolling Stones in his country house when they used to play in the North of Spain. We are planning on cocktail parties in his house in Madrid.’ Another option is a Real Madrid night at the Bernabeu Stadium with pre-match cocktails.

If you’re a fan of rock music, flamenco dancing, football or one of the other specialities on their books, doesn’t that sound more interesting than the typical tour?

The key is to make the customers feel like the service was designed just for them. Not only will they be willing to pay a premium, it’s something they’ll talk about to all their friends when they get home – and that’s priceless word-of-mouth advertising.

image

..................Content has been hidden....................

You can't read the all page of ebook, please click here login for view all page.
Reset
18.232.169.110