With the rise of social media, people have become more comfortable and willing to share personal details about themselves and their experiences online. As a result, a new type of marketing has emerged that combines customer service with word-of-mouth referrals to create meaningful moments that get people talking. Forward-thinking companies have already demonstrated success in generating new business and positive brand awareness simply by investing in going above and beyond for their customers. In 2013, Canadian airline WestJet created one of the most meaningful moments in B2C history when the company asked 250 of its passengers what they wanted for Christmas as they boarded their flight and then surprised them five hours later at the baggage claim with everything on their wish list, from socks to a big-screen TV. The promotion was a huge deviation from a traditional display ad or TV commercial, but it paid off in a big way. The story was covered both nationally and internationally, and to-date over 45 million people have watched WestJet's YouTube video that documented the whole thing. Not to mention, the 250 people flying that day will likely be WestJet customers for life and no doubt have told countless friends and family members about their positive experience with the company. Entrepreneur Gary Vaynerchuck has also used this strategy in his online business, Wine Library. After looking up a customer on Twitter and learning of his affinity for Chicago Bears quarterback Jay Cutler, Gary asked his customer service team to scour eBay for a signed Cutler jersey to send to this customer along with a heartfelt thank-you from the team at Wine Library. The cost of the jersey far exceeded the profit Wine Library made on the order, but Gary believed in the importance of creating a meaningful moment with his customer. While the customer never replied to Wine Library, months later a large order came in from a friend of the customer who had heard about his story and felt compelled to support the business. Jacksonville-based retailer Natural Life gained positive brand exposure and a customer for life when they went above and beyond for a mother buying gifts to send with her girls on a mission trip. Not only did they expedite shipping in response to the customer's need, they also took the opportunity to create a meaningful connection by relating their own experiences serving on mission trips and sending a complimentary second box of gifts for the family to distribute.       The purpose of this type of promotion is not to expect anything in return. Rather, it's about using advertising dollars to invest in making customers feel valued and understanding that when we do that, the return on our investment will far exceed any traditional form of advertising. Imagine what would happen if an expectant couple built a home with you and on move-in day found a baby gift and handwritten thank-you note waiting for them inside. What would their word-of-mouth referral sound like? We'd love to see home builders create their own meaningful moments for their homebuyers and see what kind of positive word-of-mouth referrals they generate both on and offline. If you try this with your future customers, send us a note and let us know how it goes!