Target Marketing

You will be automatically redirected to targetmarketingmag in 20 seconds.
Skip this advertisement.

Advertisement
Open Enrollment | Subscribe to Target Marketing HERE
Connect
Follow us on
Advertisement
 
Carolyn Goodman

The Power Punch

By Carolyn Goodman

About Carolyn

A blog that challenges B-to-B marketers to learn, share, question, and focus on getting it right—the first time.

Carolyn Goodman is President/Creative Director of Goodman Marketing Partners. An award-winning creative director, writer and in-demand speaker, Carolyn has spent her 30-year career helping both B-to-B and B-to-C clients cut through business challenges in order to deliver strategically sound, creatively brilliant marketing solutions that deliver on program objectives. To keep her mind sharp, Carolyn can be found most evenings in the boxing ring, practicing various combinations.

You can find her at the Goodman Marketing website, on LinkedIn, or on Twitter @CarolynGoodman.

 

Here's What Counts

Chuck McLeester
Mindset and Measurement
Jul 2, 2014

In her book, "Mindset: The New Psychology of Success," Stanford University Professor Carol Dweck purports that people possess one of...



Direct Mail for the Modern Marketer

Summer Gould
Is Every Door Direct Mail Right for You?
Jul 24, 2014

Every Door Direct Mail is a service designed by the USPS to help businesses reach every address in a neighborhood....



Brand Matters

Andrea Syverson
Linger Longer: A Branding Imperative
Jul 23, 2014

"Summer afternoon—summer afternoon; to me those have always been the two most beautiful words in the English language," wrote Henry...



Reinventing Direct

Gary Hennerberg
Stimulating Action With Color
Jul 22, 2014

There is growing scientific evidence of how the brain processes color and how color impacts our feelings and how we...



Marketing Sustainably

Chet Dalzell
The Mailboxes of My Memory
Jul 21, 2014

In my life, I've had a lot of mailboxes. My current box (New York, N.Y.) is part of an apartment...



Big Data, Small Data, Clean Data, Messy Data

Stephen  H. Yu
Big Data Must Get Smaller
Jul 17, 2014

Like many folks who worked in the data business for a long time, I don't even like the words "Big...



Marketing Nuggets

Michael Lowenstein
Avoiding the One-Night Stand
Jul 15, 2014

Stating that all customers are not created equal is hardly an oversimplification. But, just like the pigs in Orwell's "Animal...



The Integrated Email

Cyndie Shaffstall
Collaborating With Sales for Sales
Jul 14, 2014

I presented the Bottoms-Up Marketing webinar a couple weeks ago, and following the event found the same question had been...



Making Social Sell

Jeff Molander
LinkedIn Prospecting: What Should You Post on LinkedIn and When?
Jul 11, 2014

What should you post on LinkedIn and when should you post it? These are common questions for B-to-B marketers and...



Ruthless B-to-B Marketing

Ruth P.  Stevens
B-to-B Marketing Is Falling Down on the Job
Jul 9, 2014

I heard a horror story the other day—a consumer packaged goods executive ranting about a meeting with a vendor. "I...



Keeping Search Profitable

Amanda G. Watlington, Ph.D.
Google: The Elephant for Search Marketers
Jul 8, 2014

Pierre Trudeau, the former Canadian Prime Minister, once remarked about the United States: "Living next to you is in some...



Muscle Marketing

Wendy Montes de Oca
How to Create High Performing Sweepstakes for Lead-Gen Efforts
Jul 1, 2014

OK, I know what you're thinking … viable leads typically don't come from sweepstakes and contests. And when not done...



Online Video Marketing Deep Dive

Eve Grey
Are Your Videos Champions of Your Brand?
Feb 3, 2014

If you advertise in an ordinary way, it's safe to expect ordinary results. However, when you take the extreme and...



Think Mobility

Greg Hickman
‘I Can't Because, I Need ... ’
Oct 7, 2013

Does this sound like you? Have you ever set up a goal, but then realized (either quickly or too late)...



Triple Venti Dolce Data...

Vince Pickett
Clue Me In, Please
Aug 21, 2013

So here we are, halfway through 2013. You, along with everyone, are still trying to find that magic formula to...



Yblog

Yory Wurmser
Privacy in the Age of Big Data
Jul 10, 2013

Consumers reveal more than ever before consciously through social media and, just as importantly, unconsciously through their behaviors. This data...



Who's Your Data?

Rio Longacre
Instagram: Does It Matter That It Will Make Money on Your Pics?
Dec 19, 2012

Instagram announced the company will soon begin using your content to sell targeted advertising products to the highest bidder. Does...



The Whole Magilla

Ken Magill
What Marketers Can Learn From Maine's Political Email Idiocy
Feb 24, 2012

It finally happened. Politicians' idiotic email practices had a measurable negative effect. "Maine Republican Party chairman Charlie Webster has admitted...



Denny Hatch's Blog

Denny Hatch
The Internet Can Make You a Chump—Forever!
Sep 25, 2010

Trouble is, the Internet is rife with misinformation and if you get caught advertently or inadvertently propagating this nonsense in...



SEO & Content Marketing Revue

Heather Lloyd-Martin
5 Tips for Top Positioning (And Converting) Page Titles
Aug 11, 2010

Wondering about a SEO content strategy that offers the biggest impact in the shortest time? Try tweaking your page titles....



Do Birthday Acknowledgements Build Brand Relationships?

5
 

Asking a customer for birth date information is a very intimate question, and one that I tell clients to consider carefully before including on any registration form.

If you have a legitimate reason for collection (identification, age requirement, etc.), then no one thinks twice about providing it—and accurately. But many brands only collect for analysis purposes—which means they'll often get useless, incorrect data—while others note that they have a special birthday program, and for those consumers who like freebies, they provide that data point willingly.

When I celebrated my birthday in early December, I received all sorts of interesting emails and direct mail wishes and offers from a variety of brands. So which ones left me feeling warm, fuzzy and loved, thereby achieving their objective of deepening my relationship with them, and which ones left me in the cold?

Here's my assessment:

  • 5 Stars to Chico's: In the week before my birthday, I received a birthday card in the mail with a coupon for X percent off on my next purchase. However, when I got to the store, I failed to bring the coupon with me. Not an issue for Chico's! Their database showed I had the birthday discount available and the clerk applied it to my purchase. Love that.
  • 4 Stars to Sharebuilder: I've been a loyal Sharebuilder customer since their inception, over 12 or 15 years ago. The weekend before my special day, I got an email acknowledging my birthday and an offer for a free "buy" trade on my account. All I had to do was click on the link provided and enter a promo code. Easy... which mimics their brand essence.
  • 3 Stars to Starbucks: As a Gold Account holder, Starbucks used to send me postcards after every 15 lattes for a free drink (which I loved). About a month before my special day, they sent me an email that my freebies would now to credited to my card automatically (fabulous!). However, about 2 weeks before my birthday, I got a birthday email telling me I'd get a freebie. When I got to Starbucks, however, it turns out I had to TELL the barista that it was my birthday, otherwise it's not automatically tied to my card. Bizarre.
  • 2 Stars to ING: On my birthday I got a Happy Birthday message and a link to a video... which wasn't really about birthdays, but more about being happy. I love ING, but judging from all the comments left from previous birthday viewers, they thought it was as strange as I did.
  • 1 Star to Wells Fargo: For a few ATM visits in early December, I got a "Happy Birthday" message on the ATM screen. No "extra" credit to my savings account. No waiver on an overdraft. No nothing. Gee, thanks.

Of course there's always one party pooper. In this case, it's the "Hey It's Free" guy who assembled all his birthday freebies and posted them for everyone to see on his website. Guess who's feeling not so special after all?

Did any of these efforts endear me to their brand? Or cause me to rethink my relationship? I can honestly say that they all made me feel a little special and loved in their own way. And they certainly help me to think twice about forgiving them for a future screw up. So as a marketer who knows how hard it is to sustain client loyalty, that's certainly worth all the candles on my cake.

Companies Mentioned:

5

COMMENTS

Click here to leave a comment...
Comment *
Most Recent Comments: