This past weekend my husband and I had a little escape to Napa and Sonoma. It’s always nice to sneak away and unwind for a few days. Tasting fabulous wine isn’t too bad either ….
Twice in Sonoma we experienced great examples of “surprise and delight” marketing. What exactly is Surprise and Delight Marketing? It’s as easy as it sounds. Find a way to cut through the regular every day normal and go above and beyond, therefore surprising and delighting your client.
1. Saturday we experienced a lovely Estate Tour & Tasting at Jordan Winery. We spent three hours touring their beautiful property while enjoying the chef’s amazing food pairings all while sipping their Chardonnay and Cabernet Sauvignon. The views, food (prepared on site by Estate Executive Chef Todd Knoll) and wine were to be remembered on their own, but it was unexpected, surprise for later, take home gift that sealed the deal for me. When we were leaving, our host, Claire, handed us each a departure gift:
I certainly wasn’t expecting this token … but it did what it was supposed to do: surprise and delight.
2. Saturday evening we decided to go all out and indulge in Chef’s Louis Maldonao’s Tasting Menu at Spoonbar. I may dream about the scallop noodles, spring peas and fermented chili dish for years to come. Our server, Josh, was charming and informative and answered any of the zillion food and wine questions I asked. Everything – from the food to the wine – was outstanding. And then, when we were leaving, Josh handed us a surprise for later gift … a serving of house made granola to enjoy the next morning:
Have these “little surprises left for later” worked? Let’s see … I have already passed along the information to both Jordan and Spoonbar to my friends (also known as: referrals to new customers). Without question, when we return to Healdsburg, we will visit them both the vineyard and the restaurant again (also known as: custom loyalty). So yes, Surprise and Delight marketing does work.
How are you surprising and delighting your clients by leaving little gifts for later?
Don’t believe me? Check out this article from the Harvard Business Review: http://blogs.hbr.org/2013/05/surprise-is-still-the-most-powerful/