Expect the Unexpected - Finding Profitability In Random Acts of Kindness

A couple of weeks ago I happened upon a fascinating article in the New York Times Magazine by Rob Walker called Favor Enhancement.

It seems the Hyatt hotel chain is engaged in a marketing experiment in which employees of the mammoth hotel chain are being empowered to unexpectedly pick up the tab for a guest’s bar bill or spa treatments. Hyatt executives call the program “random acts of generosity” and it’s based upon psychological principals long employed in business “ particularly in the consumer packaged goods industry.

“The idea,” writes Walker, “is that the unexpected nature of the ‘gifts’ will leave the customer not just pleased but also grateful, and gratitude is a powerful and potentially quite profitable emotion to inspire."

New research published this month in the Journal of American Marketing seems to bear this out. The research team from the University of Washington concludes, “A customer who is made to feel grateful most likely becomes enduringly loyal as a result.” Gratitude, as the paper puts it “can increase purchase intention, sales growth and share of wallet.” But things are not quite that simple...

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Terry Marco Garcia

EXPERIENCE

Terry is an accomplished marketing manager with a history of success building strong brands across the home furnishings, gift and entertainment industries. Her extensive product development experience and results-oriented focus coupled with solid business development and operations skills have driven the success of multiple line introductions and exceptional relationships with some of the world’s leading retailers. Terry also has extensive brand licensing experience and has a strong history of accomplishment directing licensed programs from contract negotiation through product development, sell-through and launch.

CAREER HIGHLIGHTS

As Marketing-Brand Manager for Royal Doulton USA, Terry was responsible for creating and maintaining the brand strategy for the Royal Albert and Minton brands. In this position she developed and introduced more than 100 new products annually and led the company’s most successful new product launch in decades, generating record breaking intitial sales and increasing sales at key accounts 25% in one year. As the Product Development and Sales Manager at Bill Blass Home, Terry generated $500K in sales over six months for the company’s licensed breast cancer awareness product line. As the Director of Marketing for The Singing Machine Company, she was responsible for the marketing and licensing departments as well as the music division for the #1 karaoke machine manufacturer in the U.S. In this position she established the company’s first marketing and licensing departments and was instrumental in driving a significant sales increase ($5M to $100M) over 5 years, obtaining licenses for music and machines with MTV, Nickelodeon, Hard Rock Academy and Motown. Serving as Marketing Manager for Monogram International, Inc., Terry directed the development and marketing of licensed products to the gift and mass-market channels, working with such licensors as Disney and Warner Brothers and developing the company’s first stationary product, generating over $5M in the first year.

The Insight Generation

MISSION

The Insight Generation is an elite specialty consultancy that supports energetic and enthusiastic clients with strategies to navigate intergenerational storms through successful organizational communication. The company partners with their clients to craft productive and enjoyable work environments that welcome the talents of generations ranging from Traditionalists, Baby Boomers, and Generation Xers all the way to Millennials/Generation Y who are just entering the workforce. By welcoming and harnessing the talents of multiple generations, clients are able to transfer and retain a strong knowledge base, recruit and develop a pipeline of talent in support of future workforce needs, and continue to successfully serve their customers by staying one step ahead of the trends.

SPECIAL SERVICES

The Insight Generation provides solutions to clients that starts with identifying the actual needs to be met and understanding the organizational culture that supports all operations. Their approach starts with customized assessments designed to probe, engage, and serve as the catalyst for prioritized, targeted programs and solutions that work. The focus of their work is to create manageable opportunities for gradual, sustainable changes that support all generations involved. The company works with their clients to create communities that value individual contributions, intergenerational team development, and building organizations capable of operating in the present and growing into the future. Specific consulting services include knowledge transfer solutions, work/life balance and remote work programs, results-oriented coaching and/or mentoring opportunities, appropriate use of online social networking and related options, intergenerational team and leadership development, and more.

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