Old school marketing, with gift wrap
December 21, 2009When was the last time you got a handwritten letter in the mail? We don’t see many handwritten letters anymore, or printed letters carefully laid out on beautiful stationery. It’s a treat when it happens. You get a little thrill when a package arrives in the mail, even if it’s something you bought and paid for yourself.
In my imagination, a new bank starts up. They send me a yo-yo, with the word “Steady…” engraved on the face. The introductory letter says something like, “We know how it feels, watching the ups and downs of the economy. We’re here to help you plan sensibly for a more secure future, so you can enjoy today.”
I know. A bank run by real people instead of profit-crazed bureaucrats. Fat chance. But a yo-yo, that would be cool. There is something truly magical about being in a state of Yo.
Imagine you receive a formal invitation to a tea party at an artist’s studio, printed on pristine white card stock, in flowing script, as if you were being invited to visit the Queen. Or a coupon for a new Asian restaurant, printed on the wrapper of a pair of chopsticks. Bring them in and get an appetizer for half price.
I may have an overdeveloped sense of fun, or maybe I like high-end gimmicks.
Or perhaps it’s a finely tuned sense of the tactile.
Kids interact with the world by touching things. It’s one of the ways they learn. Parents tell them not to touch, to keep them safe and to teach them about social norms. But we never outgrow our need for it. That’s why pet therapy is so effective. It’s one of the reasons wrapping your hands around your favourite coffee mug is so satisfying.
So what if you went old school and literally put something in the hands of a customer? Create a carefully crafted message that’s short, sweet, to the point and perfectly aligned with your personal style. Something sent to a chosen few.
Make a series of cartoons; number each one in the series. Each is part of a story that will be revealed when recipients bring their cartoon to a party. Or, if you and your customers are tech-savvy, arrange a private online event for everyone to upload the cartoon you sent them by email.
Engaging someone’s imagination, their sense of touch, their sense of fun, is a powerful way to connect. Treat their attention like a gift—because it is.
What kind of message would delight you?
Stacey, right you are, again!
For every one of my exhibits I design and print an announcement with one of the photos that will be in the exhibit and relevant information (dates, place, etc.).
I print them on photo paper and the photos look as good as I can make them. About two weeks before the exhbit, I print out a bunch and give one to anyone who’s interested, and mail them to a select audience. People are surprised that the announcements are free and comment on the paper quality.
Theyre tactile and people are thrilled to have them.
Years later I find out that people save them, sometimes cutting out the photo, somtimes framing them, hanging them in their workspaces. What a compliment!
I don’t make a cent from doing this but the goodwill! It helps my reputation as a photographer and people always look forward to my next exhibit.
[Reply]
Stacey Cornelius Reply:
December 21st, 2009 at 2:30 pm
That’s a great idea, Sally. I have a couple of those from a past exhibition that are awaiting frames.
[Reply]
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