Gift Memories

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You’ve crafted an environment customers love; thoughtfully placed tables, warm lighting, and a detail you're particularly proud of — mugs that are a delight to hold. You feel it every time you hold the mug yourself. You're constantly receiving praise from your customers. You nailed it, and you know it.

Have you considered giving them away?

Maybe it's a wild proposal, but perhaps not as unfathomable as it first sounds. Your mugs are coveted by your customers, so why shouldn't you gift them?

Typical loyalty programs follow a buy-10-get-1-free scheme, and while useful, don't lean on the most powerful driver of human behaviour — emotion.

Memories outlive transactions. Think about it. It’s the morning they tried your flat white and loved it. It’s the afternoon they sat at your window table, laughing with a friend. It’s the third space you’ve created for them. A home from home. A free coffee disappears; a mug recalls memories.

We're talking about coffee shops right now, but this can apply to all sorts of businsses. The idea is to create positive, uplifting outcomes for human experiences and human relationships. Think about what you've created. What draws people to you? Can you give them a piece to take home?

It’s sentimental, and we believe it’s smart marketing. Mug on their desk? Free advertising. Coaster on their coffee table? Conversation starter. (“Where’d you get that?”)

Business, like life, is all about how you make people feel. It’s that simple, and it’s that hard.

— Will Guidara

How to create joy