In a season of high expectation to receive a gift, giving an unexpected one is highly appreciated. I saw an excellent example of this today when I walked into the Golden Leaf Café. The owner was thanking a group as they left the meeting room and handing each of them a small beautifully wrapped packet of mint chocolate beads. “Thank you for your business this year,” she said. “We look forward to serving you next year, too.”
Each packet was tied with a note that stated: “We thank you! Please accept our gratitude for allowing us to serve you in 2014. We wish you and your family a happy, prosperous New Year and look forward to seeing you throughout 2015 and coming years. Golden Leaf Café.”
The ladies thanked the owner profusely on their way out the door. After they left, the owner saw me entering and offered me a packet, too. “You support our business. Please take one.”
“Thank you,” I replied as I accepted a packet. On my way to my table, I read the accompanying note.
Nice job, I thought. Before I left, I thanked her for giving me this week’s Insight.
Her marketing effort worked in three ways. First, the packet was a sweet thank you. Customers love being thanked and recognized for their patronage. Thanking customers makes an impression that they will remember. You can’t do too much thanking of customers.
Second, the packet served as a sample of chocolates she sold at the store. Thus, she gave customers an opportunity to taste them. Hopefully, they liked the mint chocolate beads and will buy them in the future.
Most importantly, she surprised her customers. While customers love being thanked and enjoy samples, they are thrilled by the unexpected. Receiving something unexpected is special. She increased the value of the thank you by surprising customers with it. She added to their memorability of her restaurant. She heightened the likelihood that they will spread good comments to their friends and neighbors about her place.
When was the last time you surprised your customers? What can you offer as a surprise? How can you give them the surprise?
This week's marketing trivia challenge is What surprise have you given your customers or received as a customer? E-mail me your answer.
Each packet was tied with a note that stated: “We thank you! Please accept our gratitude for allowing us to serve you in 2014. We wish you and your family a happy, prosperous New Year and look forward to seeing you throughout 2015 and coming years. Golden Leaf Café.”
The ladies thanked the owner profusely on their way out the door. After they left, the owner saw me entering and offered me a packet, too. “You support our business. Please take one.”
“Thank you,” I replied as I accepted a packet. On my way to my table, I read the accompanying note.
Nice job, I thought. Before I left, I thanked her for giving me this week’s Insight.
Her marketing effort worked in three ways. First, the packet was a sweet thank you. Customers love being thanked and recognized for their patronage. Thanking customers makes an impression that they will remember. You can’t do too much thanking of customers.
Second, the packet served as a sample of chocolates she sold at the store. Thus, she gave customers an opportunity to taste them. Hopefully, they liked the mint chocolate beads and will buy them in the future.
Most importantly, she surprised her customers. While customers love being thanked and enjoy samples, they are thrilled by the unexpected. Receiving something unexpected is special. She increased the value of the thank you by surprising customers with it. She added to their memorability of her restaurant. She heightened the likelihood that they will spread good comments to their friends and neighbors about her place.
When was the last time you surprised your customers? What can you offer as a surprise? How can you give them the surprise?
This week's marketing trivia challenge is What surprise have you given your customers or received as a customer? E-mail me your answer.
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