Every man knows that the only rule of pregnancy is: "when your wife has a craving, you do what you can to address it."
About 12 years ago, when my wife (aka the "NFO") was pregnant with our first child, she had only one craving...Luna Bars.
One night, around 8.30pm, she tells me "I really want a Luna bar."
"Where do you get them?"
"Well, you can usually go to store A, but they close at 8, so you need to go to store B..which is about 5 miles away."
Ugh, I thought, "you can make it," I said. "You can get it tomorrow."
I didn't go.
Yeah, I know. Not a good way to score many points.
So, they next day, I decided to try and make it for her.
Keep in mind that this is pre-social media, but the following day, I decided to call the company.
I make my way to a Marketing person and say, "so, you guys market yourself as a nutrition bar for women, right?"
"Yes, we do," he answered.
"Well, you'll be glad to know that my wife's sole craving during her pregnancy is for Luna bars."
"So, hey, I was wondering...would you guys like to be the official corporate sponsor of my wife's pregnancy?"
"Uh, we don't really have a program for that," the guy answered.
"Tell you what," I said. "How about you send a few Luna bars, a t-shirt or something, and I'll make you the official corporate sponsor."
"Sure, we can do that."
A few days later, I get a box with some Luna Bars, a few coupons, and whatever else. Great, I know.
But, here's the rub.
My wife is fiercely BRAND LOYAL to Luna Bars now. By my estimation, we have spent nearly $3000 on Luna bars (if not more) in the time since the they became corporate sponsors of my wife's pregnancy.
And my wife is a mega-brand evangelist...telling everyone how much she loves the product and creating additonal sales for them that way.
Bottom line: I think that the ROI on this particular sponsorship was very high for them ;-)
Now, I have to go back to them for her upcoming Bat Mitzvah!