SuperPHANTOM is a two-way street. ??

Happy Halloween! ??

For today only, CX no longer stands for customer experience…

It stands for CANDY experience!

In case you missed it, I counted down the top 5 most experiential candies of all time on my social accounts last week. ?? Candy is supposed to be fun, so I’ve always admired the brands that differentiate themselves with unique packaging and surprising elements.

When you can create an exciting experience that encourages your customers to spend more time with your product, you’re much more likely to be remembered and, most importantly, shared. After all, there are tons of candy, but which ones create experiences you remember and tell your friends about (or experience together with your friends in real time!)?

Catch the video here and let me know if I missed any!?

P.S. don’t come at me for the candy corn take.?

I love seeing brands from all industries participating in Halloween trends. No matter what you’re selling, there’s always an opportunity to tap into the near-universal emotions of excitement and nostalgia that your customers are feeling at this time of year.?

Here are a few of my favorite Halloween brand campaigns and stunts so far:

Liquid Death makes their cardboard cases into masks - a brilliant way for customers to spend more time with the packaging and promote the brand around their neighborhoods.?

M&M's partners with delivery platform Gopuff to deliver FREE, last-minute candy refills .??Beginning at 3pm ET today, if you run out of candy and live in an area covered by Gopuff, you can contact the M&M's Halloween Rescue Squad for free refills. Keep your eyes out for the new Campfire S’Mores flavor! ??

Angel Soft has partnered with celebs and influencers on Instagram, including Shannon Doherty, to promote a last-minute, DIY costume idea. Participants can post their costumes using Angel Soft toilet paper for the chance to win $500. Not the most environmentally friendly idea, but neither are the fast-fashion pieces you’d be ordering off Amazon. And props for trying to reclaim toilet paper’s relationship with Halloween from a ubiquitous trick to a DIY treat.

Zillow has created a series of spooky homeowner stories on their social media accounts that provide helpful tips for preparing your house for the winter. A clever way to engage its audience and share valuable info. Remember, superPHANTOM is a two-way street. ?? You’re more likely to be top of mind with your customers when you show that they’re top of mind for you.

Pom Wonderful, the pomegranate juice brand, created TV spots showcasing free radicals as monsters, ghosts, and vampires. ??♂?

Margaret Keene, Chief Creative Officer at Wonderful Agency, explained: “We needed to make it really simple, light and fun, but also get the point across: there’s some stuff out there that you need to combat in your everyday life, and this is the juice that can help you do that.”

Wanna hear something scary? What if I told you the way that you think about recruiting, hiring, onboarding, training, and retaining your team members could be wrong? ??

My guest on this week's episode of the Creating Superfans podcast is my good friend, Joey Coleman. Joey is a two-time Wall Street Journal bestseller and the author of one of my favorite new books, Never Lose An Employee Again. He's an award-winning speaker who's worked with organizations ranging from small start-ups to global brands, such as Whirlpool, Volkswagen Australia, and Zappos.? In today's episode, we talk about how your employees are a much bigger piece of the puzzle than you may have realized and the things that you need to do to get them to advocate on your behalf.

Listen below, or search for Creating Superfans wherever you get your podcasts!

I (obviously!) saved my favorite part of this email for last. If you’ve ever seen me try to fill time on stage because of a tech glitch or something else happening, you know my go-to is silly jokes. Whether you’re trying to entertain toddlers or adults, trust me: these are spooky good! Or maybe spooky bad. Either way, you’re welcome. ??

How did the zombie become great at trick-or-treating? Dead-ication.

Why don't skeletons like Halloween candy? They don't have the stomach for it.

Why didn't the mom let the little witch go trick or treating with her friends? She was ex-spelled from school.

How many real vampires are there? None. Unless you count Dracula.

Why shouldn't you date a mummy? They're too wrapped up in themselves.

Why do cemeteries have fences? Because everyone's dying to get in.