The Value of Surprise
I had to exchange a pair of running shoes last week because they were a little small. Same brand, same style, same size as last time – but my toes were hitting the end when I ran.
After making sure I indeed needed a larger size by running in them a couple more times, I called up Road Runner Sports on day 60 of the 60 day return window to exchange the 9.5s for 10s. All the while thinking that maybe I should go back to buying at a store – where I can make sure each new model is sized the same way by trying them on.
Five days later UPS pulled up with my brand spanking new Asics Gel-Cumulus 11s. I immediately opened them to make sure everything was in order. While swooning over the new running shoe smell I noticed that something was rattling around in the outer packing bag. I turned it upside down and out dropped a free sample of a new product.
No one at RRS told me it was coming. No postcard. No sticker on the outside of the box. No “…and look for a free gift when your shoes arrive!” It was just there. A quiet little surprise. Maybe everyone who ordered on that day got one – but that didn’t matter. It made me smile. I was a fan all over again.
Giving something away for free is absolutely worth promoting, especially when trying to raise awareness or bring new customers into the fold.
For those who are already fans, however, the rules can and should be different. Yes, you still need to court them, but it can be more subtle. I don’t call my wife and tell her I’m buying flowers for her. They’re just on the table when she gets home. The unexpected surprise says that you appreciate them so much you don’t need to talk about it. It says “thanks” without calling attention to yourself.
Is there something you can give your regular customers to surprise them? (I’m not talking another useless tchotchke. No more pens, thank you.) How about an appetizer with their drinks? Or a front-end alignment with their new tires? Find something they will value, that builds on the relationship they have chosen to have with you and give it – no strings attached. And like the 0.5oz sample of “Chafe Free”, it doesn’t have to break the bank to have lasting value.
Comment with Facebook
Posted by:
Bruce Kaechele
Email the author:
brucek@fathom.net
Leave a Comment
Right on Bruce!
We are so used to being proud of ourselves when offer up something for free, but here you had an experience of a freebie that was unexpected and guess what?
You’re talking about it for them. And on the greatest blog ever!