Most public transportation services have a chocolate problem — everyone’s already heard of them and there’s not much else to talk about. For example, buying a subway ticket is a mundane, daily occurrence for some commuters in Moscow. But to celebrate their country hosting the 2014 Winter Olympics, Moscow’s subway systems installed a machine that…
Tag Archives: surprise marketing
WOM Tip #321: Hide fun stuff for customers to find
A 404 error page can be a frustrating place to land when you find a broken link or a missing page on a company’s site. But if that page makes you smile, maybe it’s not so frustrating after all. Maybe it’s something you would tell a friend about. That’s why some companies have chosen to…
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Much ado about nothing
This guest post is from Andy Nulman — President of Just for Laughs and author of “Pow! Right Between the Eyes: Profiting from the Power of Surprise.” See the original post this was adapted from and more like it on his blog. Radiohead did it six years ago, Alfalfa and the rest of the Little Rascals did…
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Word of Mouth Tip #112: Do something funny with your legalese
Look for the overlooked, the forgotten, the boring, and the routine parts of doing business. These are your best opportunities to surprise customers with some personality. That’s why legalese is so great. Every other marketer you’re competing with is ignoring it — which means you’ve got a chance to do something worth talking about. GameStation…
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How Airborne Mobile got an entire conference talking about them for $1
A couple of years ago, I wrote a book—a really great one, I must admit immodestly—about the power of the element of Surprise. In it, I praised the uber-effectiveness and efficiency of Word of Mouth Marketing, and the ying-yang relationship it has with Surprise. “Despite its influence,” I wrote, “WOM is not self-starter. It needs a…
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