When was the last time you did something spontaneous?
By Catherine Keywan, IIDA, RDI
When was the last time you did something spontaneous? The protective nature of the pandemic meant we lived lives of preplanned experiences. Eating out on a whim? Reservation needed. Last minute weekend getaway? Better pass this test. As we look forward to life after the pandemic, I’m sure I’m not the only one saying that I long for the return of spontaneity, chance and wonderful surprise to my everyday life .
Are you ready to welcome them back? Thrills of the unknown?
In 2019, I heard about a “secret hotel” in upstate New York from The Dutchwoman , who provides nothing more on their website than a “contact us” form that gets everyone thinking. No photos, no address – the ultimate unknown awaits. Likewise, Cabin Rental Short Breaks plays with the heart of the curious consumer by only revealing the location of their tiny home in the depths of the forest after the guest has made a reservation. Entertainment Company, East Boston Oysters(EBO) is known for hosting over-the-top themed dinner parties where the venues are revealed exclusively to attendees on the day of the event in the form of jigsaw pieces to make it your experience. Product Level Unusual James sells “Mystery Boxes” for a set price, promising that the undisclosed jewelry inside is worth more than the price of the box.
What makes these brands successful? For one, they use curiosity as a marketing technique to attract customers and make their brand stand out. This curiosity gap technique, based on academic George Lowenstein’s “information gap theory of curiosity,” occurs when people perceive a gap between what they currently know and what they know they want to know .
How far would you go to express your curiosity?
Curiosity gaps drive people to action. Customers will connect with a secret hotel by asking questions. People attend an event or buy a mystery box to enjoy the thrill of “being in the loop” and boosting their spontaneity by participating in the mystery. These actions and emotions foster a personal connection with the brand, and we can’t help but think we’re all looking for more random thrills in life.
Are you ready to surprise and delight your guests? In our post-pandemic world , brands have a huge opportunity to reinvigorate their experience with wonder and intrigue to spark curiosity and fulfill our cravings for the unexpected. Brands should still value continued safe and courteous service, but the key to differentiate yourself from the competition is to add unexpected guest experience elements to exceed customer expectations while enhancing the overall brand experience.
Subsequently, what good is a secret if no one knows about it? Effectively marketing these surprises is critical to the continued success of the brand. Humans are naturally curious creatures, but when these tactics are overplayed, there is little room for guest curiosity.
Challenge your brand to be consciously bold by capturing a customer’s interest while leaving them wanting more.
Opportunity awaits… Curious to know more?
