The Power of Giving

So I was in Las Vegas for a guy's weekend a couple of months ago. In making my room reservations at Planet Hollywood, I'm told that my room package includes several bonus items not normally offered. Upon checking in, I'm offered a free bottle of liquor per day (not the little mini-bar size, mind you), as well as a $75 credit and several meal vouchers.

Now, I understand (more than most) how badly Vegas is hurting these days, but I was astounded by the creativity of the package, and without a doubt feel a sense of loyalty to Planet Hollywood based on both the offer and the incredible service I experienced. It also brought to light a trend that I wish more brands (especially those not in significant financial distress) have yet to tap into...

The proliferation of more publicized corporate philanthropic efforts and environmental awareness/sustainability are perhaps the two most significant influences in marketing messaging over the last five years. The benefits for those brands whose efforts are perceived as genuine and intuitive in these areas has been well documented.

At the core of either a green or philanthropic effort is the idea of giving without expecting return, is what makes it successful. Where too many marketers continue to make the leap is that the same principle now applies to marketing in general. There's a post on Dosh Dosh that does a great job of illustrating just how important and still widely missed the principle is.

From an Account Service perspective, it's a scary thought to bring your clients ideas about giving that are ultimately intended to sell. It goes against every Marketing 101 formula most clients have seen. It doesn't have to cost much though. It can be an iPhone app, an inspirational quote, a recipe, a helpful hint....it just has to be genuine.

Remind yourself and your client that marketing is about emotional engagement that leads to action. Think about your reaction to receiving a useful gift. A sense of loyalty is immediate, and it can overcome rational objections. While I don't necessarily recommend bottles of liquor, useful "gifts" for consumers with no strings attached are a quick way to a consumer's heart.