So I’m parked at a Sonic, ordering my kidlet some chicken strips and tater tots when she suddenly starts bouncing up and down in the back seat hollering, “Look, Mom! It’s one of those Geek Squad cars…!”
She got all excited about spotting the black and white VW parked nearby because “it’s just like the ones on TV!” Ah, how proud I am to be raising such a brand-aware little consumer.
Then came the surprise.
As we’re waiting for the carhop to bring our order, a very geeky guy in a white shirt, skinny necktie and black pants knocks on my window. He says, “Your little girl caught my attention. Do you mind if I give her a Geek Squad t-shirt?”
Aside from being a cool story to tell, why was this significant? My daughter might now be a fan of Geeks for life. And I was keenly aware of (and impressed by) an effective random act of marketing.
Go, Geek Squad!
Technorati tags: marketing customer relationships Geek Squad
And just like that, Geek Squad gave a blogger for one of the internet’s fastest-growing marketing blogs the incentive to write about a positive brand interaction with Geek Squad.
A fan for life and exposure via the headline post on Daily Fix. All for the cost of a t-shirt. Not bad!
Great story, Shelley. Of course, the “random act” was actually an employee who liked his job and company enough to evangelize it! Compare him to a unmotivated drone who doesn’t really understand the powerful role he or she can play….that’s the real story of your post.
Great story and great example of building a brand from the inside/out. I love it!
Shelley,
Unbelievable that Best Buy can get the geeks incentivized to perform such random acts. Kudos to Best Buy. My biggest issue with Geek Squad branding is the word “Geek”. There’s Geeks on Call, Neighborhood Geeks, Call-A-Geek and Geeks By Minute all driving unique looking cars. Talk about brand dillution and confusion. I guess in your case however Geek Squad stopped being a geek and turned into a real brand.
Elie Ashery
President & CEO
Gold Lasso, LLC
http://www.goldlasso.com/Company/Executive-Blogs/
Thanks, Elie! The remarkable thing about our experience is that is didn’t *feel* like an incentivized action. Whether or not our Geek was trained to spread glad tidings of XL t-shirts to curious kids, his gift came across as spontaneous and genuinely friendly. You’re right — it was a great moment for the brand.
What a fun story — thanks! It seems to me that many marketing firms are watching our kids to see what really works. Not sure the story is always a good one for the customer — as it was for your daughter. What do you think?
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What a nice way of marketing.. What a tremendous change in marketing field.. Without knowing ourselves they are marketing on ourselves..
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jaydon
Social Media Marketing – 636074187.138697
http://www.widecircles.com