This great post from Church of the Customer Blog caught my eye today. In it, Jackie Huba tells the “tale of two birthday cards” - a little slice of life look at the direct mail pieces she received from retailers who knew it was her birthday and wanted to not only connect but entice her into spending some of that hard-earned birthday bread on their stuff. The pieces mailed to her show the difference between companies (or bands, or artists…you get the point) who just send out a generic message, and those who really get how to customize and differentiate their outreach.
The takeaway: ”It’s easy for anyone to print a postcard. It’s a bigger challenge to create something that demonstrates your ability to connect with someone at an emotional level.”
Not surprising that Anthropologie wins the customer love from Jackie. They get how to engage us. Their globe-trotting art director/cool-object-for-store-buyer, Keith Johnson, has developed an uncanny knack for populating the stores with objects that speak to customers’ lifestyle aspirations and make the brand stand out among the herd. ”The hardest thing,” says Johnson, ”is finding something that’ll really surprise me, something that’ll delight customers. There has to be a certain level of delight, whether an object is from India or Bali or the U.S.”
Remember that next time you’re brainstorming a direct mail piece, unique CD or DVD offering, or limited-edition package for fans: surprise and delight. Whatever you’re offering up to fans, friends or potential followers: surprise, and delight. Repeat, repeat…
Here’s the post, in its original context.
Church of the Customer Blog
February 04, 2010, 03:48 PM
A tale of 2 birthday cards
It was my birthday this week, so that usually means birthday-related direct mail from women’s retail stores. I have two examples that showcase distinct differences between doing the minimum amount and doing something worth buzz.
Ann Taylor delivered a typical postcard: 15% off a one-time purchase in February. “On your special day, treat yourself with your Birthday Bonus,” says. “It’s your birthday. May all of your wishes come true.”
Anthropologie sent a card in a odd-sized bubble pouch featuring a perforated cupcake with a candle on it. The candle is part of a necklace. It, too, offers 15% for a one-time purchase in February.
“Happy Birthday! Make a wish. And treat yourself to something special…Your candle necklace is for you to keep,” it says. “This little gift is for you and only you. And cannot be turned into chocolate, flowers or cash. It’s a one-time treat….”
If there’s a card that leaves a lasting impression, both of the brand and how I could possibly talk about and show to others, it’s easily the Anthropologie card. From the non-standard packaging to a necklace that you can keep to the non-boring copy, it’s a winner.
It’s easy for anyone to print a postcard. It’s a bigger challenge to create something that demonstrates your ability to connect with someone at an emotional level.
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