Cast Your Bread Upon the Waters
When you think about your holiday cards and gifts, or the "surprise and delight" trinkets and notes you could be sending any time of the year, try to come up with something that reflects who you are. Most of us are afraid of looking foolish or making a mistake, but if you don't try to be different, you'll never break through all the clutter.
One more thing—make sure you thank everyone who helps you. I owe many Target Marketing readers a big thank you for their letters and e-mails sharing ideas and making suggestions. Here are a couple of them …
From Suzy: "I liked the idea of 'going bold'—that's what I've been trying to do, but the management doesn't support it."
I hear that a lot, Suzy, The best thing you can do is to keep trying, because sooner or later you'll get through!
From Richard: "I'm glad you gave numbers from Ford as an example in your Customer Retention article…"
Richard, the numbers are important. They don't justify a retention program … common sense does that… but they're a great way to keep score.
Have you come across any great gift, card or premium ideas? I'd love to hear about them and share them with fellow Target Marketing readers. E-mail me at email@example.com.
LOIS K. GELLER is president of Mason & Geller Direct Marketing, a full-service direct response agency in NYC. She is the author of "RESPONSE! The Complete Guide to Profitable Direct Marketing" and "Customers for Keeps," published this year. Have direct marketing questions? Visit www.masongeller.com.