A Lesson in Overcoming Fear: Optimism for Turbulent Times
• Right after Sept. 11, when Mason & Geller Direct still was located in New York, a few clients called to stop their mailings, worried that they wouldn't work while America was grieving. One client asked my opinion, though, and I encouraged him to mail even more pieces for his New York City business. And just as I expected, people responded with a 30 percent lift.
• Customer retention is important, and sometimes gifts and letters will keep them buying. Often, clients say they can't afford to spend money on loyalty gimmicks, but I've seen them work extremely well far too many times to believe that.
• The holidays are coming, and most companies will send out the same old gifts. The gifts Amy sent in her Guilt Relationship Marketing Program came from outstanding small companies I'd never heard of, and they were perfect--carefully wrapped, unusual and unusually interesting.
• Even a small gift shows someone you care. But please spare your clients from gifts with your logos on them. That's all about you, not them.
Lois Geller is founder and president of Mason & Geller Direct, an advertising agency based in Hollywood, Fla. Prior to founding her own company, Geller served as president of several ad agencies. In New York she headed AC&R Direct, a Saatchi and Saatchi agency, and Geller Direct, a TBWA subsidiary. In Toronto, Geller led J. Walter Thompson.