A friend recently said that when it comes to rewarding customers, surprise leads to delight. I think he’s absolutely right, and I believe all brands should include a positive unexpected tactic in their marketing plan. That’s right, you have to plan for the unexpected, or at least develop a framework for how this can come to life in your organization.
When I worked for the Walt Disney Company, we called these ‘Magical Moments,’ and they were actually scheduled into our shifts by the computer system that deployed us. One of my favorite ”Magical Moments” was inviting a family to skip the line for one of the popular attractions. Following the experience, we would present a personalized certificate to the kids and then get back to our work. The cost? Ten minutes and a buck for the certificate. The return? Priceless.
There’s always been a benefit to this type of activity, but now that “mobile and social” trends amplify messages in real-time, creating magical moments becomes exponentially more valuable.
To read the rest of this post and the other insights from the Walmart experience, visit The GY&K Marketing Innovation Blog.