Sure, we talk a lot about what’s happening in the world of social media and how that impacts word of mouth. But there’s a lot that you do to produce positive buzz through offline activity as well.
I was inspired to write this short entry after reading an article on the Consumerist entitled “Free Ice Cream Doesn’t Heal Broken Leg, But It Helps.” The article recounts the story of Michael from Maryland who broke his leg while rushing to cash in on a “free scoop of ice cream” promotion that Bruster’s Real Ice Cream was running. After contacting the company and explaining his situation, a Bruster’s delivery truck drove to his house and dropped off four pints of free ice cream…just because.
In his letter to the Consumerist, Michael closes by saying, “Bruster’s, in this one motion, has earned my brand loyalty forever. I tell my story to everyone who comes to visit.”
A free ice cream coupon certainly would have been enough to keep Michael happy with his Bruster’s relationship. But the company took it a step further. It went above and beyond to produce a story that was ripe for sharing – not only among family/friends, but through mass media.
I’ve lived in Maryland my whole life and have never heard of Bruster’s. But you better believe I’ll keep my eyes peeled for them after reading this heart-warming story.
Think about what you can do to make every customer experience one worth sharing. What are people going to remember? What brand experiences are they going to share with family and friends? And, most importantly, what can you do to make a mark on someone’s life?
It doesn’t take a lot – just remember that even the simplest of experiences (either positive or negative) can have huge implications for your business.
- Ryan, @ryanatmgh
