Digiday
posted a blog recently about brands that have surprised their fans or followers.
It was all about companies that are tracking their social media fans and taking
advantage of opportunities to thank them – through unexpected means. The
gestures weren’t over-the-top or expensive (Milano cookies, a custom iPhone
cover, and shelter from the cold were three of the
examples). But they were thoughtful and targeted, yet completely unexpected and
appreciated.
I shared this post with fellow coworkers and was quickly reminded
that a “surprise and delight” moment lasts far beyond the initial touch point.
They shared occasions that were, in some cases, a year or more ago, yet still
considered it special and – perhaps the best benefit to a brand – are loyalists
to this day.
One received a free pair of running shoes from Mizuno and
was signed up to be a shoe tester.
Another got free Jimmy Johns (it’s the little things,
right?).
Another’s cousin got an entire case of chocolate-flavored
Chobani yogurt.
Of course, there are plenty of people who try to take
advantage of this, and will after they see this post. Who wouldn’t want free
Milano cookies, after all?
The point I want to make, though, is that every brand, every
company really, can take advantage of the benefits of ‘surprise and delight.’
For example...give banking customers a roll of quarters just because – who
doesn’t need quarters for parking? Give hospital visitors flowers too, instead
of only the patients. Offer a free month (with no strings attached) of a new
service before anyone else can try. Mail out umbrellas before a big forecast of
rain in a customer’s area. If you know someone is going on vacation, call ahead
and book something extra – a bike rental, a complimentary bottle of wine,
whatever.
All it takes is a little creativity, planning and desire.
But I bet people remember it and talk about it, including through social media
channels, long after that day.
Erin Watson is VP of Marketing & Communications at Kaleidoscope
Youth & Family Marketing, and the current president of SCPRSA. Connect with her at
@easmithwatson.
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