This from page 88 of The Big Moo in describing Apple’s Genius Bar concept…
Apple creates the chance for an intimate, powerful conversation. The stores are not just profitable, they are extraordinarily effective ambassadors…This is a very rich and significant idea, especially in our so called “people” business. So, as you finalize your marketing plan for next year…change it. Reduce the ad and direct mail budget by at least 50% and spend more money and time getting to know your customers…and their friends. Don’t just send sales people to trade shows. Get some (or all) of your key leaders involved. Host exclusive parties for your best clients…offer to do it in their homes!
Find ways to start conversations.