1. RANDOM ACTS OF KINDNESSnew trend to foster customer loyalty

2. WHAT IS RELATIONSHIP MARKETING? Not transaction-based Emphasizes customer retention and satisfaction Builds trust and commitment Recognizes long-term value of customer relationships 3. SOCIAL EXCHANGE THEORY Relationships formed through Cost-Benefit Analysisand Comparison of Alternatives Based in economics, psychology, and sociology, Benefits are material or financial gains, socialstatus, and emotional comforts 4. NORM OF RECIPROCITY Social expectation that people will react to eachother based on certain behaviors 5. RANDOM ACTS OF KINDNESS Characterized by open communications both withand between consumers in a way that surprisesand delights them, for no particular reason andoften involves some type of gift. 3 drivers of success: Human touch, putting it outthere, and pass it on 6. THE HUMAN TOUCH 71% of people make it a point to buy brands fromcompanies whose values are similar to [their] own. People want to see not just generosity, but acts ofcompassion, humanity, or even just somepersonality. 7. PUTTING IT OUT THERE Companies know where you are, how youfeel, what you like, and what you are doing Opportunity to react in real-time, showingconsumers they are listening 8. PASS IT ON RAK recipients will likely share theirexperience, making their reach even greater thanthe one person who experienced it Over 500 million active Facebook users [ aresharing] over 30 billion pieces of content per month 9. RAK 101 Be genuine. Be personal, but not too personal. Be compassionate, not crass. Make it shareable. Be generous. Have meaning and purpose. Get real. Dont intrude, or be pushy, or sell. Dont make R.A.K. too frequent. 10. EXAMPLES-BIOTHERM Reaching out to tired Twitter users and offeringthem free product samples of their Skin.Ergeticanti-fatigue range from their @BioThermBeautyaccount. 11. EXAMPLES-INTERFLORA UK Launched social media campaign in the UKdesigned to brighten up the lives of Twitter users bysending them flowers. Interflora monitored Twitterlooking for users that needed cheering up. Oncefound, the users were contacted and sent abouquet of flowers as a surprise 12. EXAMPLES-KLM KLM ran an experimentalcampaign called HowHappiness Spreads "Surprise Team" to givepassengerstailored, unexpected giftsat the airport As soon as someonechecked-in at a KLMFoursquare location, theSurprise Team wentonline to find morebackground informationabout theperson, decided upon asuitable gift and gave itthem before they flew 13. EXAMPLES-WHEAT THINS Wheat Thins launched the The Crunch is Calling"campaign, featuring a Wheat Thins van trackingdown and surprising tweeters who had indicatedtheir attachment to the crackers. 14. EXAMPLES-SPANAIR Spain based airline Spanair collaborated withcreative agency Shackleton Group to surprisepassengers on one of its late Christmas Eve flights.As the passengers waited to pick up their luggageat the carousel, the airline sent out personalizedpresents to everyone who was onboard as a way ofcelebrating the holiday. 15. EXAMPLES-SWEETGREEN Washington based eco-conscious restaurantchain Sweetgreen employs a street team to performRandom Acts of Sweetness for its customers.Previous acts include covering peoples bike seatswhen it rains, or leaving gift certificates for driverswhove received parking tickets 16. EXAMPLES-CIROC VODKA Ciroc Vodka launched a campaign in New York inassociation with rapper Sean Combs and NYCDOT. The Safe Rides Program saw Ciroc staffteams distribute pre-paid gift cards to consumersthat could be redeemed for taxi rides-working likemobile credit 17. EXAMPLES-BOTANY TOWN CENTRE Botany Town Centre, a New Zealand basedshopping mall, launched Freebruary in February2011. Shoppers who were snapped byphotographers as they were purchasingsomething, could keep the product for free 18. EXAMPLES-HYATT Members of Hyatts Gold Passport loyalty programalready enjoy numerous benefits Now will be encouraging employees to perform RAK CEO Mark Hoplamazian said, So, dont be surprisedif Gold Passport picks up your bar tab, comps yourmassage or treats your family to breakfast. Its part ofbringing authentic hospitality to life and making youfeel more than welcome. 19. RANDOM ACTS OF KINDNESS Trend that is here to stay Reinforces relationship marketing and buildingcustomer loyalty Doesnt demand a wholesale strategic shift, or longand expensive discussion, but simply the rightattitude