The Art of Building Customer Loyalty
No matter what a company offers—whether it’s a product or a service—the way it makes people feel is its greatest asset. Marketing, at its core, is about creating connections—moments that resonate and linger in people’s minds.
Unreasonable Hospitality, a concept popularised by Will Guidara, embodies this idea: exceeding expectations to build memorable, meaningful experiences that forge lasting relationships.
One Size Fits One
Marketing isn’t just about communicating value—it’s about delivering it in a way that feels personal. It’s not one-size-fits-all; it’s one-size-fits-one. People remember how you made them feel, and a brand's ability to foster a sense of belonging and joy defines its success.
Take Spotify Wrapped, for example. The campaign uses personal listening data to create something unique for each user, transforming what could have been a mundane year-end review into a highly shareable, personalised celebration. The addition of personal touches, like a video message from a favourite artist, builds emotional connections and inspires users to advocate for the brand organically.
Creating Communities, Not Just Customers
Unreasonable hospitality also means creating spaces where people feel they belong. Brands that embrace this philosophy don’t just sell—they cultivate a sense of community. For example, Minor Figures creates immersive events for coffee lovers. These aren’t just marketing initiatives—they’re shared experiences that connect the brand to its audience on a deeper level, sparking stories participants love to share.
Community-building can also extend to digital spaces, loyalty programs, and interactive campaigns. By fostering shared experiences, brands create a sense of unity that resonates beyond individual transactions.
The Art of the Unexpected
Small, thoughtful gestures often make the biggest impact. In Unreasonable Hospitality, Will Guidara shares the story of a guest dining at Eleven Madison Park who casually mentioned he was missing his favourite food—hot dogs from a New York cart. Recognising this as an opportunity to delight, Guidara's team sprang into action. When the guest finished his meal, they surprised him with a beautifully plated hot dog, complete with the restaurant’s signature elegance. This simple, thoughtful gesture turned a fleeting comment into an unforgettable moment, demonstrating the power of listening and responding with care.
Similarly, Apple elevates the experience of buying a product with its signature "unboxing" moments. Every detail, from the packaging to the tactile joy of opening it, evokes excitement and creates memorable feelings that turn customers into lifelong fans.
Exceeding Expectations to Build Loyalty
Exceeding expectations isn’t about grand gestures—it’s about showing customers they matter. Dove’s "Real Beauty" campaign exemplifies this by challenging traditional beauty standards and celebrating authenticity. It didn’t just market products—it created a deeply emotional connection, fostering trust and loyalty.
Brands that go above and beyond in their marketing strategies create bonds that withstand competition. They inspire audiences to remain loyal, not just because of the product itself, but because of how the brand makes them feel.
Building Relationships That Last
At the heart of unreasonable hospitality in marketing is the understanding that relationships are the foundation of lasting success. These take time to build, but the rewards are unmatched. By prioritising trust, loyalty, and emotional connections, brands can inspire customers to share their positive experiences, amplifying their reach and impact.
When companies go beyond the expected and create meaningful moments, they move beyond transactions to build genuine connections. This approach fosters trust, inspires loyalty, and ensures the brand’s story lingers long after the initial interaction.
Ultimately, it’s not just about what you sell—it’s about how you make people feel. Make every touchpoint remarkable, and you’ll create stories worth sharing, advocates worth celebrating, and a brand that truly stands the test of time.