Surprise and delight marketing has become a focal point to some marketing campaigns. It could be a vehicle in a rebranding strategy for some, while others may use it as an incentive for their current customers to purchase more and foster more brand loyalty. 

What IS a Surprise and Delight Campaign?

This is a marketing strategy that provides unexpected rewards to gain customers and foster product loyalty. While this can be a useful strategy, there are a few factors you need to consider. 

Reward Your Consumer; Don’t Bribe Them

The purpose of surprise and delight marketing is to recognize and thank your customers for being loyal to your business. A social media shoutout isn’t enough. How much of a gift would that be? It doesn’t have to be anything big or boisterous; a simple gift card to your customer can go a long way in generating goodwill. 

Authentic Consumers

Make sure you’re providing these surprise and delight services to consumers who have had some positive interactions with your brand or have shown engagement in your brand community. The last thing you want to do is give it to someone who doesn’t fully appreciate what you’re doing. 

Keep It Personal

Make sure you’re offering something that will really benefit your consumer. If you know your brand community loves their road bikes, don’t send one of your consumers mountain bike accessories for your campaign. It seems insignificant, but missing the mark on this can really backfire for your campaign. But do it right and it will lead to years of brand advocacy on the part of the consumer. 

These are just some of the factors to consider when exploring the opportunities in a surprise and delight marketing campaign. Want to learn about other marketing strategies you could implement? Always remember that AFEUSA is a dedicated resource through which you can explore many different marketing campaigns you can easily implement n your own business.