How surprise and delight were defeated by a Can of Sardines - Insurance Finances

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You have to be a killer to not smile at the story of Ritz-Carlton hotel workers reunite a boy with Joshie, his beloved stuffed giraffe.

The story is a prime example of surprise and delight. When the Ritz-Carlton employees saw that the young guest had left behind his favorite toy, they decided to take the opportunity to go the extra mile. They photographed Joshie enjoying an epic adventure at the hotel, including a spa visit, before returning the toy to its cheerful owner.

Brands that want to get noticed on social media are increasingly trying to use surprise and delight as a marketing tactic. These acts of kindness bring much joy to the lucky recipients, and the incident caused a stir on social networks in an instant. And while people may enjoy the story of a stuffed giraffe finding its way home, this tactic is more of a marketing ploy than a marketing plan. Instead of gambling with your brand, focus your efforts on building triggers real talk – stories that people can't help but share with their networks.

Chat triggers are differentiators of activity that all customers can experience every time they interact with your brand. It may be nearly unrecognizable and probably won't go viral, but it will spark a story about your brand that people continue to share.

#TalkTriggers are operational differences that all customers can experience every time they interact with your brand. Click to Tweet

Repetition power is underrated

The clue to the demise of surprise and delight lies in its name. To surprise customers, a special event or gift must be once in a lifetime. If the Ritz-Carlton reunited stuffed animals with their owners every day, we probably wouldn't care. did not appear to have had a major impact on the Ritz-Carlton's brand value. The toy giraffe's adventure drew a lot of attention while it was going, but the story ended as soon as Joshie returned home. As a result, any long-term effects on the Ritz-Carlton brand are minimal.

The difference between a pleasant surprise and a conversational trigger is repetition. Chat triggers are designed to impress consumers consistently and reliably. They don't rely on a lottery approach to pick one lucky person; rather, they must be experienced by every customer. A real chat trigger catalyzes long-term conversations, allowing brands to hone the effectiveness of their messages over time.

The difference between pleasant surprise and conversation-triggering is repetition. Chat tools really catalyze long-term conversations, allowing brands to hone the effectiveness of their messages over time. Click to Tweet

The freshly baked cookies that greet every guest at the DoubleTree by Hilton hotel are a perfect example of the power of repetition. Based on research for my new book, we found that 34 percent of guests mention DoubleTree cookies when talking about staying at one of the chain's hotels – that's about 25,500 people every day. cookie chat date. This wouldn't have happened if DoubleTree had just handed out cookies on Wednesdays or ditched the cupcakes for a grand contest with amazing prizes. Word of mouth works because customers do the marketing for you and the best way to make that happen is for all customers have the opportunity to experience the same thing.

The case of the tiny fish

One brand that has embraced repetition to stand out from the crowd is Lisbon's Clube de Jornalistas. This popular press club is very popular with the city's professionals, building its brand on culinary excellence and hospitality. That is why Clube de Jornalistas has engaged its customers in a continuous story since its inception. Chef Ivan Fernandes started this conversation when he decided to give each of his patrons a small gift after the visit. luggage tag. Guests carry these high-quality branded items as they travel around town (and the region), proudly displaying the club's name. What really catalyzed this conversation, however, was when Fernandes decided to introduce sardines.

Yes, sardines. A local favorite, customers frequently order the humble sardines at Clube de Jornalistas. Because fish is so popular, the chef never put it on the menu. The missing sardines have become a laughing stock within the club and, Fernandes realized, an ideal conversation starter.

Instead of adding fish to his menu, he decided to tailor a can of sardines — tastefully wrapped in a local newspaper to match the restaurant's theme — tailored to each diner. There's nothing fancy about the fish, but they're certainly out of the ordinary and certainly motivate people to share the story of what's missing from the menu. This chat trigger works because it's unexpected – but it's super effective because all patrons get their own sardines.

Whether it's a can of oily fish or a small and similarly meaningful gesture, brands can benefit more from conversation triggers than lavish, mere gestures. once in a lifetime. As engaging as Joshie's giraffe adventures, the strategy of surprise and delight is present today and will be gone tomorrow. The key to ongoing conversations is repetition. Keep your customers talking and sharing your brand story and you're sure to enjoy the benefits for decades to come.

This content is inspired by studies and case studies contained in “ Chat Triggers: The Complete Guide to Creating Customers with Word of Word ,” new book by Jay Baer and Daniel Lemin.

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