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The Element of Surprise as a Marketing Strategy

Where has the element of surprise gone? We spend so much time meticulously planning out marketing campaigns. Subscribers know when to expect our emails. How can you shock and amaze your customers in an era of knowing what’s coming next?

Surprise them!

Do something out of the ordinary that will get their attention. It doesn’t have to be expensive. For example, for my marketing firm, Egg Marketing, I sent all my customers (and a few good contacts I felt could turn into customers) a small box that contained one plastic egg and some Easter grass. Inside the egg was candy, and in the box was a letter with my springtime promotion. Imagine people’s surprise when opening the box! I got more than one comment on how it made someone’s day and put a smile on their faces!

I also send clients a birthday gift…for Egg’s birthday each year. It’s my way of showing customer appreciation and making my brand memorable.

If your marketing budget is small, you don’t have to outsource a promotion like this. Consider sending your contacts a sample of your product with a personal note. Or surprise a client by showing up with lunch for their office one day. Even an e-card can be an effective way to say you’re more than a customer to me; I value you!

You can even use digital tactics: share a client’s blog post or social update, or leave a great review for a B2B client on Yelp. Send an email with a link to an article that made you think of the contact or follow up to see how her surgery went. It’s about breaking out of that businesslike mode and finding human connection that makes your company more relatable and lovable.

Susan Guillory

Susan Guillory is the President of Egg Marketing & Communications, a content marketing firm based in San Diego. She’s written several business books, and frequently blogs about small business and marketing on sites including Forbes, AllBusiness, and Cision. Follow her on Twitter @eggmarketing.

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