Tuesday, December 11, 2012
It's that time of year again, yes the holiday season. Marketers, this is your Super Bowl and we know that the stakes couldn’t be higher. However, this year, I would like to invite you to channel your inner marketing zen and truly make a difference in your company by not only winning the holiday, but winning over a customer for life.
To further explain, let’s take a look at Lego, where one of their fans, 11 year old James Groccia, had a dream to own a specific Emerald Train set. His parents, instilling sound personal finance principles at such a young age, told him he could purchase the set – once he had the money saved. So save he did! For 2 years he put money away to buy that train set. Yet, when the time came to purchase, the product was no longer manufactured and could only be found on eBay as a collectible – for $250!
Heartbroken, James’ persistence to own this set led him to write a letter to Lego Corporate, and their answer is nothing short of greatness. During this busy holiday season, a marketer looked up from his reporting and stepped out of a meeting to mail James that train set. Have a look at the video below – I promise it will make your day:
Sure, the family was nice enough to record the unboxing and post it to you Youtube (which now has over a million views), and since then the act has gone viral across Facebook, Twitter, Pinterest etc. While this has turned into a great PR campaign for Lego, this wasn’t the objective and couldn’t have been possible without taking initiative to think outside of the box. I’ve always loved marketing because, aside from the metrics, adding shareholder value, and increasing ROI, we have the ability to inspire, to truly change someone’s life through a product or an experience.
Kudos to that Lego employee who went above and beyond. He’s helping Lego to not only win the Holiday, but a fan for life!
I’d love to hear – what are you doing this holiday season to win a fan for life? Let me know in the comments below!