Posted on Apr 2, 2012

Delivering unexpected value with surprise

Effective marketing requires a winning combination of strategy and execution that delivers value to customers, employees and also shareholders.

It’s even better if it’s unexpected value.

The brothers Chip and Dan Heath wrote about the unexpected in their bestseller book, Made to Stick. It’s one of six key qualities they propose that cause an idea to stick.

According to the authors, most award winning ads fit into this category.

There is a long history in the field of advertising of finding creative ways to grab the attention of consumers. The thinking is that if you can grab someone’s attention you can then convey your message. This might occur through shocking visuals, or loud sounds. It might also occur using a combination of methods to engage consumers in an experiential way.

But as the Heath brothers point out about the unexpected, “We can’t demand attention. We must attract it.” This is where the value of surprise can play an important role.

The Value of Surprise

As a differentiating value, Surprise literally means the unexpected. But it also means to cause wonder, amazement or astonishment.

To be effective, a surprise needs to be about something very specific. It requires a laser-like focus to highlight the one thing that matters.

Surprises show us what we don’t know. They also address the gaps between what we know (or thought we knew) and the unexplained.

A surprise can create a link to your brand or message through an experience. If you know your customers well, then you can plan surprises that are engaging and appreciated.

Surprises provide customers with something needed at a time they weren’t expecting it. It’s also about creating something that is both personal and valuable to them.

But to execute with the value of surprise, it requires creativity. And you need to consistently change things up. As soon as it becomes predictable, the value of the surprise is lost.

Thankfully, there are a number of organizations that have successful demonstrated their ability to surprise us, communicate a message, and build their brand.

Examples of Surprise

Coke is one company that has learned to continually apply the value of surprise in their marketing.

The video of the Coke Happiness Machine, providing unexpected surprises to college students, went viral. They then extended this concept with the Coca-Cola Happiness Truck, travelling to Brazil and thus making it global.

Coke has even incorporated surprise into one of its drinks. The commercial for Coke Zero shows how surprise is a part of the drink, by focusing on the word ‘AND.’

At Zappos, the foundation of their brand is customer service. But they have also embraced the value of surprise to provide some unexpected value. One of many examples was a giveaway of free flip-flops with every order, as part of a partnership with The Learning Channel (TLC). And it looks like the employees might even be more excited about this idea than the customers…

Zappos is also a great example of how a company uses the value of surprise to enhance its brand internally. At Zappos, they might choose to promote someone with a big surprise or bring in a marching band for an employee’s birthday party. At this company, employees can expect the unexpected, and it still feels good.

Sometimes surprise borders on odd. But odd can work well for the right audience, especially if it helps separate you from your competition. That’s what Sony PlayStation did back in 2007 with this unique ad “Get on Board Little Children.” It sure was an unexpected way to promote gaming.

But what better surprise is there than to experience a flash mob dance in a public setting. In 2009 T-Mobile caught the early wave of this trend with a smart mob dance at the Liverpool Train Station in London, England. The video of this well-executed event gained them global attention.

So, if you want to embrace the value of surprise in your marketing execution, you don’t have to look far for some great examples. As you work towards delivering unexpected value, just remember the proven saying “under-promise and over-deliver”.