While the marketing world swirls over the "potential" of connecting via the social cyber world of mass email (note: annoyance does not equal long term customer relationship), FB and Twitter I'll share an equally compelling story.
I enjoy the outdoors, but could hardly be called an "avid" outdoorsman. I don't really hunt, and only fish and camp on ocassion. Yet, here I am in the local Cabella's store looking for a $8.75 kayak paddle clip. As a normal American consumer, I also found several other "handy things" I deemed "necessary" and proceeded to check out where I was greeted with the typical "would you like to use your Cabella card today?"
"No, just Master Card"
"Do you have a Cabella card? I can give you $15 off today, a free Cabella cap and you'll earn $10 toward a future purchase. It only takes 5 minutes"
This outdoor retailer apparently knows how to bait a hook...and land their catch. 5 minutes later I'm walking out with a Cabella's branded credit card that will be in my wallet for Lord knows how long and a rather simple, but nice Cabella cap. Two branded, promotional items!
Weeks later, while browsing the daily mail I encounter a "lumpy" envelope. The bank statements, donation requests, and insurance envelopes get neglected in favor of the intriguing "lumpy" envelope. It contains a follow up "thank you" from Cabella's along with a mini "leatherman-ish" multi tool...that is branded with the Cabellas logo. Another promotional item!
What the genius marketing people at Cabellas could not possibly know is that very evening I was organizing a mini tackle box for my kayak (the same thing that brought me into their store) so I can fish when the mood strikes me....and THAT mini, Cabella branded, multi purpose tool was the PERFECT thing, at the ideal time, for completing my little essential fishing gear tackle box. And guess how long that Cabella logo will be in my fishing gear--forever! I challenge anyone to spend promotional dollars more wisely than Cabella's just did....and I'm not even an "avid" outdoorsman. (print is Cabella green intensionally)
I'm quite certain that at some time, I'll get those intrusive emails inviting me to follow Cabellas on Twitter and/or Facebook...it's as inevitable as will be my declining the invitation. I've got better things to do with my life than be "consumed" by constantly reading through an endless stream of special offers. No thanks.
But I will show up back at your store when I need something because a) I was treated nicely by a person in your store b) you gave me branded promotional gifts and c) I'll be bumping into the Cabella reminders on them for likely the next 30 years (God willing).
Have a great summer and if cruising a lake on your kayak, take the moment of solitude to reflect on how to improve your marketing mix in a manner that actually builds legitimate, sustainable relationships.
* Want to be a hero? Try sending an ice scraper out 2 days before the first winter storm; or an umbrella before the forecast calls for rain. They will never forget you.
Subscribe to:
Post Comments (Atom)
0 comments:
Post a Comment