Peppermint Patty Loyalty

Aug 31, 2011

When I was in college I was fortunate to have an inspiring Creative Writing professor who always encouraged us to explore our creativity in new ways. One assignment in particular is especially memorable–the York Peppermint Pattie writing exercise.

Each of us was given a small candy and asked to describe what we saw, heard, felt, smelled, and, lastly, tasted—then, we each wrote a short paragraph about our experience and shared it with our peers. I recall how interesting and innovative the responses were—a whole new perspective I had never even conceived, all based on a piece of candy the size of a silver dollar. I was so intrigued; I eventually used the same exercise in my short stint as an English teacher a few years later.

So what does this have to do with Loyalty? Everything, it’s the customer experience after all.

Consumers want tangible benefits, an emotional association and a true experience. As marketers we should strive to create memorable programs that inspire our customers to be engaged. Studies have proven that a sensory marketing approach can increase a brand’s influence on customer behavior and loyalty. The fact is, using the senses as media can provide sustainable opportunities to boost consumer brand memory, intensify consumer relationships and motivate the immediate purchase of your products.

If I were given my favorite program today, wrapped in foil, and asked to describe it as a peppermint patty, I would say it is Simple by design, Stimulating, Fresh, Satisfying, Refreshing and, finally, Rewarding.

Thank you, Kim. I’m still inspired—countless calories and a decade later.