The “Miracle On 34th Street” Factor
The video above is one of the best examples I have seen of feel-good viral marketing. This idea didn’t just affect the people who experienced it in person, but the multitudes who have watched it online. I know it made me feel happy just watching it and thirsty for a Coke!
I think videos and marketing like this have the “Miracle on 34th Street” factor. If you have ever seen the movie then you probably know what I’m talking about. If you haven’t, then go rent it! The effect happens when the Macy’s Santa Clause began sending people to Gimbell’s because Macy’s didn’t have what they were looking for. You would think this behavior counter-productive to sales, but it had the reverse effect. People felt like they could trust Macy’s and it strengthened their relationship and loyalty with the store. In turn they were more likely to spend their dollars at Macy’s instead of store they felt just wanted their money. Now, I know this example is from Hollywood, but I think there is a lesson that we can learn from it.
When consumers feel like you care about them, instead of just trying to sell them something, they will respond.
I’m a lot more likely to buy from Sears & Ford since they donate their products/services on shows like “Extreme Home Makeover.” Whether or not they do, it makes me feel like they care and because I feel that way I will buy from them before I will from other stores. I think more of this style of marketing would be extremely effective for companies/businesses trying to earn our dollars in tough economic times and a jaded society.
Microsoft unveiled it’s latest mobile software yesterday and I have to say I’m impressed. This past summer I moved from a Windows Mobile phone to iPhone and I can’t say for one moment I have missed that phone. If Microsoft delivers on what looks to be a very promising product, it could have me moving on when my contract is up with AT&T. 
