78 | Business World Magazine |
March 2014
considered “Detractors,” who can damage
or impede a brand through negative word of
mouth; those replying with scores of 7 or 8
are labeled “Passives,” who are satisfied but
unenthusiastic and could be vulnerable to
competition; and those leaving scores of 9 or
10 are branded as “Promoters,” or loyal en-
thusiasts who will keep buying and referring
others.
“We create a value-added experience, and
all the little things go into that,” Bean says.
“It starts at the front door by introducing
yourself, making the customer feel welcome,
providing quality products at a fair price and
ends with sincerely saying thank you and that
we really appreciate a customer’s business.
People are miffed when they leave someplace
and no one says thank you. I know I am. It’s
the biggest marketing thing that you can do,
and it doesn’t cost anyone a dime.”
Bean says the Big Frog franchise concept
has done particularly well in upper middle-
class strip retail centers that are home to at
least one big-box anchor store. The individu-
al stores are permitted some minor variance
in their in-store design, but the overarching
elements of warmth and friendliness are a
must.
“The theme is George of the Jungle meets
the Jetsons,” he says. “We want to be over
the top technology-wise and we want to be
warm, friendly and green. It’s a friendly, bou-
tique feel, a lot different than you’d get walk-
ing into a massive silk-screener in an indus-
