Consider including a bit of mystery in your overall marketing strategy. Brands often indulge in creating mystery and a little controversy as a by-product to get effectively noticed. For start-ups and relatively unknown brands, such marketing techniques help them stand out. Of course, the strategy requires considering all the risk factors and possible repercussions.
The idea is to make your customers happy and surprise them when they least expect it.
When used on a specific segment of customers or during strategic days of the year, the shock and awe marketing tactic creates a long-lasting business relationship and loyalty.
Example of Shock and Awe Strategy –
Create a few mystery coupon codes applicable to low-value but high-demand products that you can afford to give away for free. For special days such as Black Friday or Cyber Monday, have a mystery budget of $500 or$ 1000. When applied at the checkout, the mystery coupon code will make the product free.
You can tell customers that they have unlocked a secret deal ‘Enjoy the product for free, along with a message that asks them to share the coupon code with more people on social media.
For caution, make the coupon code applicable only once per user per quantity. Set the limit of code usage per item. Have this mystery offer valid for a very short window. You can always add the ‘exclusions apply‘ tag on the offer.
The coupon code with your brand name would go viral on social media if promoted well, and more and more people would visit your website to unlock such mystery deals to get free products.
Acquisition and Loyalty through Mystery Marketing
The most important aspect of such a marketing tactic is building an email subscribers list, social media followers, and PR visibility. Don’t forget to inform and provide your new customers with Reward Points (or Cashback), which they can use on their next purchase to enable repeat purchases.
If you have a close relationship with clients, send them a surprise kit of your selected products on special occasions to make them feel special and cared for. Gillette has been sending free razors to young men for their 18th birthdays since the 1990s. The strategy has helped the company build a brand name and grow its market share over time. Many young men still remember the pleasant surprise they received from Gillette on their 18th birthday.
Surprise in Marketing Mix
People often enjoy surprises and the euphoria of winning something, no matter the product’s value. It creates special memories which they cherish and share with others for a long time.
