Having worked at agencies and currently on the brand side in marketing, I know how much brands care for their audience, their consumers, and their loyalists. On the flip side, being a consumer, I’ve had the opportunity to feel the love from some brands that have truly left an impression on me. Those are the brands I won’t forget so easily, and will be even more loyal to (or a new loyalist) because of how they appreciate and treat their consumers.
I encountered brands like Banana Republic who sent me gift cards just by choosing true fans off of social media to surprise and delight with rewards. It was unexpected and a great chance to get consumers to come back in the store and remember how much they loved their products.
Nordstrom, reached out with a personal shopper, and provided a guided experience with items that were specific to my taste based on my previous shopping behavior. It was curated just for me in a special and unique way.
Amex has always had amazing customer service. Anytime I ever had even the smallest of issues, they were able to resolve it right away and/or did their best to get to the bottom of the issue with little strain to me. That is clutch with such little time in our lives to be on the phone with customer service.
Mostly recently, I had an experience with Peloton, which was beyond remarkable. To caveat, I am a peloton enthusiast, who rides her bike on the regular, and posts about the brand and my dedication to my health and wellness. I also promote their content, products, and share content about their instructors who I admire and inspire me to be better each day. My favorite being, Emma Lovewell, who has a way of making me smile and excited every time I work out. Well…Peloton reached out to me and selected me to do an appreciation video/photo shoot for Emma to surprise her. They picked me up, brought me to the studio, and everything. To be chosen to surprise my favorite instructor was an honor to say the least.
Now here’s the clincher….the surprise was really for me (and the other honored peloton members who were invited). Emma was there and surprised me on set, in the middle of my video interview. She even brought out a cake for my bday (which was later that week). It was probably one of the coolest moments of my life, outside of maybe meeting Brad Pitt (still waiting on that one).
When brands take a moment and think through what will our customers appreciate beyond the product or service…that’s when they make an impact. When they think about what can we do to show our customers how special they are, that’s when they make an impact. Whether it’s a curated experience, great customer service, a surprise gift card, or an experience in person… small or big, they are all memorable and impactful.