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Message & Media : Let the Good Times Roll

Use celebrations to boost messaging opportunities and sales

July 2011 By Pat Friesen
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Have you noticed how much people love celebrations? I think it's because a celebration is happiness made tangible. For direct marketers, celebrations are opportunities to engage with our customers.

For example, as I write this column, people are in the streets celebrating major league baseball victories, as well as the capture and demise of the 9/11 mastermind. And by the time you read this, millions of Americans will have celebrated July Fourth watching fireworks displays. It's one of the most popular observances in our country.

In the best and worst of times, it's human nature to want to honor milestones, commemorate historic events and revel in good news.

So direct marketers take note: Celebrations are also a marketing tool that can help bump up flat sales, solidify relationships, and call attention to your company and products. The best news is that you don't have to wait for Hallmark to make your celebrations official. You can create your own reasons to make merry.

• Good News. I recently received an email form Hello Direct with the subject line: See what just won 'Product of the Year!' I opened the email to the headline, "Celebrate with Us! Our new Speak™ 410 Won Product of the Year! Save $30 Instantly on the Speak™ 410! Get yours now!" Hello Direct transformed an industry honor into an attention-getting sales event for its newest speakerphone.

• Anniversaries. It can be your anniversary or your customers'. Make customers feel important and appreciated by remembering their first, second, third, even 24th anniversary of doing business with you. Honor them with anniversary cards, free gifts or special discounts. Customer anniversaries are an opportunity to say thank you and acknowledge how much you value loyalty.

On the flip side, company anniversaries can be powerful marketing tools when translated into customer benefits. For example, a bank that's celebrating its 100th year can use this centennial to reinforce a message of financial stability: "We've been around for a 100 years and plan to be here for 100 more." It's also an opportunity to make special centennial offers to both loyal and prospective customers—honoring the past and future.

• Birthdays. Whether you sell to B-to-B customers or consumers, a birthday card is always appropriate and always appreciated because it's personal. That's why companies like Southwest Airlines send so many birthday cards each year to Rapid Rewards members who travel with them for business and pleasure. One cautionary note: Once we leave our 20s, few of us appreciate being reminded of exactly how many years we're celebrating. Even if you have the data, I don't recommend sending "Happy 40th" or "Happy 60th" birthday greetings. Let family and friends do that.

 

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