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Engagement Marketing: How Small Business Wins in a Socially Connected World by Gail F. Goodman

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CHAPTER 1

The Engagement Marketing Cycle

A couple traveled to the Boston area to attend a wedding, and their host—who lived in the area—booked them a room at a gorgeous bed and breakfast. The B&B’s website featured fabulous photography of its stunning location, so the bride felt good about choosing this particular B&B. She requested a room on the first floor and informed the person handling the reservation that the husband had trouble climbing stairs due to a physical disability.

When the couple arrived, they learned that no first floor rooms were available; instead, they had been given a room two flights up at the back of the B&B. You know how this works. You don’t like to make a fuss, so you say, “Okay, we’ll deal with it.” The room, although difficult to access, was lovely. After attending the wedding, however, the couple returned to their room to find a freshly made bed . . . and a pile of wet towels on the floor. When the couple reported the mess to the front desk receptionist, they got a blank stare and a shoulder shrug.

This is the negative TripAdvisor.com review that I—and thousands of others like me—read about the B&B “[that] didn’t care enough to give us a first floor room even though one was specifically requested due to physical disability.” I found this review while looking for a place for friends to stay while visiting my town. Do you think I booked a room at this B&B? No! And I’m willing to bet that many other viewers followed suit.

Compare this to a grateful bride’s ...

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