How much influence can a single cupcake (or mocha latte) have? You might be surprised.
Several years ago I was running a tradeshow booth at Gartner ITXPO where we were giving out little IQ-test gizmos for anyone who would fill out one of our surveys (a pre-qualification device for subsequent sales calls.) We had purchased the IQ games in bulk for about $15 a pop. We could have branded them with our logo, but they would have cost a lot more, plus our product was called “IQ” anyway. Besides, their main purpose was to get people to fill out the forms.
On the second day of the Expo, we ran out of games. Booth traffic dropped off to next to nothing, as we sat and watched hundreds of potential customers go by. So one of my colleagues and I dashed over to Sam’s Club and bought a couple of crates of candy bars. Fill out a survey; get a free chocolate bar. Unit cost: less than a buck.
We doubled our survey numbers that day and for the rest of the show. A 75-cent Hershey bar was a far bigger motivator than a $15 Amazing Gizmo.
On this week’s show we explore the little things that can make a big difference. As we continue to witness a convergence of social media, mobile communications, and a barrage of messages that our customers, our partners, and our own people are subject to every minute, we face the ongoing question of how do we get through? What can we do to express appreciation, stimulate interest, or motivate behavior? Welcome to the age of the microgift! Todd Horton joins us to discuss micro-gifting.
About Our Guest
Todd is the is the co-founder and CEO of KangoGift, which is an up-and-coming player in this emerging market space. Todd comes to KangoGift having held a variety of roles at Monster Worldwide: he was the marketing director for JobKorea in Seoul, Korea (which is part of the Monster.com family) and helped Monster enter Turkey, Russia, Mexico, and Brazil. Before that, Todd was one of the earliest employees of Salary.com which went public in 2007.
Products Todd has brought to market have won many accolades and awards from leading consumer and trade press.
He holds a B.A. degree from Boston College, and an MBA from Yale.
Join us live Wednesday September 28 at 2 PM EDT / 11 AM PDT or access the show archive via the player above.
If you’re having trouble with the player you can also listen at our page on Blog Talk Radio.
Our music is Semi-Funk by Kevin MacLeod