I’m thinking about buying a Mini-Cooper. Nothing too midlife crisis-ish, but nice. And, of course, blue.
Anyway, I was on the company web site the other day and when I went to fill out the form at the end to have a dealer contact me, I came upon the the “terms” that I had to agree to before submitting my information. Pretty standard stuff through the first paragraph … but then I saw the bullet points.
They were fantastic (see image at right or click here to see the entire page)! Funny, playing off the “mini” brand, and completely unexpected.
To me, that’s a critical piece of what authentic marketing is all about — looking beyond the obvious opportunities (i.e. in the “marketing materials”). In this case, burying this in a place where most people will never see it. The ones who do get this far, incidentally, are the serious customers (why else would you be on this page?) and the people who will benefit most from one last, authentic push.
And the thing is, it’s just not that hard to do. You just have to remember to do it.
So, how about you? Where can you leave these little surprises for your prospective customers?