After discussing how to go about providing unexpected delight to brand ambassadors, and those who share common passions as your brand, we must discuss how to choose what that unexpected, delightful experience actually will be. The first step is to understand what kind of things actually motivate your target.

This is mostly likely not an ipad2 or even cash. The delightful gesture has to show them that you understand their passion, whether that passion is directly for your brand or a shared interest. The danger is that the understanding of the passion has to be authentic. If your gesture is off the mark it alienates because your brand seems to be pandering.

After you have confirmed that you truly understand the passion and by the way you can’t do this yourself. It has to be an outside voice. Even if the passion is your brand you may not understand people’s passion for it. Your brand isn’t what you want it to be it is what your target thinks it is.

So, after you have confirmed that you truly understand the passion you can design experiences that bring delight. The best way to guarantee your brand get’s full credit is to provide something that cannot be obtained anywhere else. Any brand can offer $10k but what does that say about your brand?

If we are to refer to the Caribbean seafood restaurant from the previous post it might be letting Caribbean artists display their art in your waiting area or design your menu. We aren’t talking about an open contest here, just simply finding someone and giving them unsolicited access to your brand.

Take stock of what access your brand has to offer. Start with the people that work at your brand, where you spend your advertising dollars and what groups you sponsor. It is possible that you might have such incredible access to something that it will inform the criteria you use to select the random person to receive the gesture. If your access is a week in the test kitchen you might chose someone who checked-in at your restaurant and is also posting about how tough their second year of culinary school is.

Be genuine, true passion not poser passion, inside access.

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