Embracing the trends: Random Acts of Kindness

Cited as one of Trendwatching's 2011 major trends, Random Acts of Kindness (RAK), is part of a plethora of trends such as Generation G (Generosity), crowdsourcing and indeed the entire social media hive can be said to be in part driven by the desire to give and share.

So - how are you embracing this trend for your business?

Random Acts of Kindness can be a way to express your brand, gain awareness and loyalty with target customers and actually give back at the same time. Businesses with Corporate Social Responsibility programmes have been shown to have better profitability and staff retention, so this is a multi-faceted approach for the business.

Here's 5 ideas to get you started:

1. How do you make a difference in people's lives - is it the supply of stationery so they can communicate, the supply of energy so they and their family stay warm? Find people at the edges of this - those who show a small struggle to pay their bill or those who love pink pens and surprise them with a little extra based on this. A family pack of slippers, a $10 credit, a pack of pink notes to go with the pink pens? Vodafone once surprised me (mid-contract) with a 3 month magazine subscription, which highlighted their unique brand position and definitely increased my brand preference.
2. If you have a supermarket product - ask your merchandising team to buy a random customer one of your products that may be suitable for the customer and give it to a random stranger.
3. If you have a service, catch up with your customer over coffee and ask them 'what else'? What else would they really like to do if they had the time / resource? Then work with them to make it happen, maybe with a free-start to help them achieve it, maybe making some calls to find other supporters to split the cost. A coffee, a few calls and it may make a world of difference!
4. Find your best customers. Surprise them with a hand-written thank you card.
5. Find a not-for profit that people in your team believe in (there will be one) and volunteer your team for a day. Invite some of your customers to join in the fun.

Interflora and KLM have great examples (covered in the original Trendwatching article). One brand that is defined by their Random Acts of Kindness? The Ritz Carlton. Employees going above and beyond for guests is the stuff of legend, the stories being told again and again.

The above ideas may not be completely random, but do build support and give permission for spontaneity. The rest is up to you and your fantastic team!

You? What Random Act of Kindness will you do today?

Successful is risky

As one of my favourite writers, Seth Godin, once said, not taking risks is risky.

So you pull together a marketing plan, using the data, calculating the ROI and working with agencies to maximise your reach and NPS. And launch a campaign that is bullet-proofed to deliver to objectives.

Your competitor launches at the same time...using the same data...and with a similar campaign.

ROI squashed as cut-through, brand-linkage and call to action lost in the confusion.

Safe is risky.

Guaranteed you have great ideas that are a little left of centre. Talk to some customers, ask them what they think. Guaranteed they are going to make those great ideas even better.

What better way to get 'risky' ideas over the line than customer say-so?

YOU? what innovative campaign ideas have you tried? What did your customers think?