A lot of ink (and pixels) have been used to teach companies the secrets of remarkable marketing. But sometimes, being remarkable isn’t about how you run your Twitter account, or that new ad campaign you’re about to run. Sometimes, it’s something that you never even meant to be public. In this case, it wasn’t even directed at a customer (or likely potential customer).
Remarkable marketing to one person
A little boy in New York wrote a letter to the Mars Company as part of a school project. He wanted the recipe for Twix, his favorite candy bar.
A few months ago, he received a large package from the W. P. & R. S. Mars Company, with a handwritten letter inside. It said,
Thanks so much for your letter. We are not the Mars Candy Company. We are a Midwestern supplier of industrial equipment. So, I am sorry that we can’t tell you how Twix are made. However, we can send you some. Hope they make it to New York in one piece.”
Inside the box were two extra large size Twix bars, a pizza cutter, and a key chain.
Seems his dad had looked up the wrong address. The industrial Mars company had nothing to gain by sending goodies to a little boy, unless he grows up to open a pizza place.
But, they took the time to respond (with a handwritten note) and send him a present that would make him smile. It was remarkable enough that his dad wrote to the New York Times Metropolitan Diary column to share the story. And remarkable enough that they published it and I’m sharing it here.
What can you do to be remarkable? Or what are you doing that’s worth talking about?
And does anyone have any spare candy bars? This post is making me hungry.
Jodi, thanks for sharing this story- made me smile. Also made me think when people stumble upon our path, misguided, misdirected, how we choose to treat them.
It also goes to show what real “class” and integrity is. They had no idea that their gift would become public. They didn’t do it for PR or for glory, they did it because it made them (and the little boy) smile.
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