Yesterday we were out in the afternoon and had planned lunch outside. We wanted something vegetarian and had contemplated to go to 'Up South', a south indian delicacy store. We were on Bannerghatta road and we were discussing lunch when my 5 year old son popped-up an idea. 'Why don't we go to the mall nearby and have our lunch at Mc D instead?' Both me and my wife did not like the idea although we could get veg. meals at Mc D too. But my son persisted and being too hungry as well we gave-in and went to Mc Donald's for our lunch. At Mc D we all got our expected and unexpected delights - my son got a Ra.One toy, we tried the newish Mc Flurry, besides our chosen burgers.
In short kids these days are well-informed and most of the times influence purchase decisions. And for parents the world revolves around their kids and family. The combination effect is that organizations approach of 'engaging' only the individual customer or employee will not work anymore. 'Engaging' the family, especially the kids is very significant. Recently a company organized a painting contest for the kids of their employees, another organized a picnic and yet another a free family health check-up camp. Onsite creches, scholarships for the bright kids of employees, social-service clubs for employee's spouses, sports-day for employees and their kids, mother's day, father's day, wishing family members of employees on their birthdays, sponsoring lunch/dinner on wedding anniversary of an employee, family's day-out in the office...there could be tons of such ideas.
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