Have you experienced Random Acts of Kindness? I don’t necessarily mean a stranger keeping the door open for you to walk through, but a brand unexpectedly contacting you with a gift – just for being you.
Apparently this is a hot trend for 2011.
The premise of it I think is great and done wisely could really drive WOM – everyone loves a bit of love and delight.
I think small, independent brands have an advantage as they are much more flexible and to implement you don’t have the legal and logistical rigmarole to go through. Imagine as a coffee shop sending a tweet (to anyone saying the need a sugar hit) telling them they can have a free cake if they come in for a coffee. All they need to do is show up and show you the tweet. How would you as a customer feel? Even if you weren’t a regular; that’s be pretty special. And you’d probably go back.
The problem for big companies is getting something like this off the ground. They need one of two things: a dedicated social media person or the confidence to allow individual branches to undertake a campaign like this.
One thing to consider carefully is how you do it and how often; promote it too much or do it too often and it loses value and people start to expect it (and don’t appreciate it).
For some pure altruism inspiration, here is a video of the FREE HUGS campaign