Uglue: Co-Create S’More Customer-Attracting Events

From Palm Springs to Puerto Rico s’mores were being served poolside, at the bar and outdoor fire pitsand as self-serve "s'more-gasbords" and for children’s “cooking” demos by hoteliers and and restaurateurs – all in celebration of National S’mores Day on August 10th.

Together they created more buzz for this enticing reason to dine than

any one of them could on their own – and so can you.

And they could have generated even more visibility if they’d involved more

partners.

As any former Girl Scout like me fondly recalls this snack of roasted marshmallows and melted chocolate, sandwiched between graham crackers was a part of our campfire tradition.

Imagine if the associations of restaurants and of hotels had invited the makers of those ingredients and the Girls Scouts to join in the celebration – plus an inspiring unlikely ally.

Some restaurants, for example, might have offered free s’mores as deserts that day to any group of that chose to dine with them when one of the group could show proof that she was once a Girl Scout.

As well, what if next year’s celebration was announced with an insert offer in the packages of the ingredients – good for a free s’more desert at any participating restaurant or hotel?

Another partners' package insert might include a “How to Hold Your Own S’mores Party.”

Both the offer and the “how-to” guide would also be available on the web sites and described in the social media campaigns of all partners.

Together the partners:

• Multiply the number of prospective customers they reach.

• Dramatically reduce their promotional costs.

• Are more likely to attract media coverage for their “first ever” story.

Besides a fun, interactive event that includes a free offer usually attracts more interest and participation than an advertisement.

Most any consumer-serving business could suggest that its industry association coordinate a day in which all members and other partners join forces around a single kind of customer-attracting experience.

Think of a demonstration by a celebrity expert, ritual, “best of…” contest or a share-and-compare or speed-consulting event that taps a trend.

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Accomplishing greater things

with others than one can alone...

Kare speaks, writes and consults on connective communication and collaboration – vital traits in this increasingly bottom-up, complex, connected world. This Emmy-winning former NBC and Wall Street Journal reporter was the Obama campaign's Team Collaboration Director. She’s the author of Walk Your Talk and Resolving Conflict Sooner. Voted one of Top 5 speakers on Communication: http://speaking.com/top5/ Two of her blogs are featured on http://collaboration.alltop.com/ and another, Say it Better, on http://lifehacks.alltop.com/