Saturday, March 22, 2008

Did you remember to put a prize in your Cracker Jack box?

Thanks Michael Parekh for linking to this blog post about "internationalizing" your iPhone.

This simple story about the discovery of a not-so-monumental but hugely appreciated bonus feature is a marvelous example of the Cracker Jack joy factor that Apple, Honda, Nike and, sadly, few other marketers still understand and value today.

That's too bad. Because there's so much residual goodwill to be created when a customer discovers --much to their delight-- a surprise inside their package. It doesn't have to be big. And it doesn't have to cost a lot. In fact, the opposite seems to be true. The value is in the pure demonstration of caring to make the customer's life better, more enjoyable, not the cost involved.

Your package doesn't even have to have a package to qualify. Think about the effect of an unexpected reward intentionally buried at the end of a long article or ad copy. Or even, dare I suggest, a blog post. A little something extra to pay you back for sticking with the story this long. Just a nod and a wink (wink, wink) between author and reader. Thanks for giving your time to get here. I hope you found it useful. And that maybe you'll pay it forward the next time you get the chance. The smile you create will come back to you many times over.

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