Kindness as a marketing strategy, a growing trend among brands and companies

One of the key elements of the plot of Amélie , the French film that became an influence for so many things a few years ago (and was one of the clear examples of the boom of ‘buenrrollismo’), were the acts of kindness that the protagonist. Without looking for more interest than making others happy, Amélie carried out different positive actions that improved the lives of other people, chosen from her environment. Amélie’s acts of kindness served to develop the plot and can now serve as marketing lessons for companies. Because the latest trend in marketing is that application of good roll: companies have to perform acts of kindness in order to reach the hearts of their consumers Greece Mobile Database. The rules of the game are clear. Companies do not have to choose the protagonists of these campaigns for commercial reasons. These acts of kindness are not a matter of loyalty card points or spending amounts.

Not exceeding X euros on the shopping list do you get these results: the choice is random, it is almost random and depends a lot on luck (or on factors that go beyond marketing elements, at least apparently). The objective has to be clear: the brand has to be trying to make its consumers happier. And period. These types of campaigns should not be used to achieve (apparently) other things. It is not worth doing an act of kindness and when the consumer is jumping for joy, having him cover a form to turn it into a lead. One of the clear examples of this type of campaign and one of the most popular is the campaign that KLM developed a few years ago . He christened it KLM Surprise and followed his consumers on social networks to offer them little details at the airport. It was a real bombshell. They got (and we are talking about 2012) one million impressions on Twitter.

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It was not the only airline that understood the value of these types of actions. Spanair (long before he disappeared) ran a Christmas campaign that was also very successful: his travelers on a Christmas flight did not receive their luggage. They received Christmas gifts from the company. Years later, this idea has spread to many more sectors and has become an emerging element. As noted in a column in The Drum , small kind acts were one of the big trends of 2015 when it comes to brands and became a concept that more and more companies are willing to use (or have already used) to reach consumers. The brands also took advantage Brother Cell Phone List, at least in the Anglo-Saxon world, so inclined to create ‘days of’, specific days dedicated to this, such as the Random Acts of Kindness Day (the day of random acts of kindness).

In 2016 it is expected that a world day will be created for this and one that brands will be able to take advantage of in a massive way. Kindness has an explanation This good roll has a clear explanation or, rather, a few. In the first place, it is directly related to one of the principles that consumers now take for granted that companies must have. Companies have to go beyond doing business, they have to establish emotional ties with their consumers and they have to seek the common good. Second, brands are able to generate highly memorable experiences in this way.

Consumers are increasingly obsessed with living things, with consumption being something experiential, and this type of action covers it directly. On the other hand, these types of actions have a direct impact on the brand and on the image they generate in other consumers. Thus, when Samsung answered the child who asked for a smartphone and paid him with a drawing of a dragon by sending him a special edition dragon smartphone, he managed to generate an effect on other consumers. Something similar happened with Lego, which responded brilliantly to a child who went to customer service after losing one of the figurines from one of the games on a visit to the supermarket. Campaigns quickly go viral and everyone is talking about them, which becomes a new addition to why companies have indulged in acts of kindness.

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In a world in which everyone wants to be a trending topic, brands achieve it in a fairly organic way with these campaigns, which powerfully attract the attention of consumers, who are in charge of spreading them and making them known. But, yes, it is not worth just trying to be nice These campaigns can also work as a double-edged sword if not done right. There is the case of the ING cake , a good roll campaign that became material for derision. ING wanted to celebrate its birthday in Spain by inviting consumers to cake, who only had to enter a website, see how their piece was cut and sent to them and wait to receive it at home. The campaign became a source of criticism, since even those who armed themselves with patience and waited hours did not see their turn coming to get their piece of cake. Buenrrollismo not only has to be careful in technical matters, but you also have to watch what is done and how. The campaign has to make sense and really be worth it.

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