Creative Corner-Play the "Be Your Own Customer" Game (1,128 wor
Rewards Programs that Aren't Very Rewarding
My partner, Charlie Mason, flies to the Caribbean on a particular airline a few times a year. One day he got a dividend miles credit card so he could build his mileage. He characterizes his following experiences as "entirely customer unfriendly."
After only two purchases—totaling less than $200—an airline rep called to say there might be security issues with his card. They asked him 15 security-related questions. He made only two charges for a modest amount on the new card.
But here's the kicker: When he got his statement, he discovered the interest was in the 20- to 30-percent range, and there were penalties for almost everything. Charlie wrote the airline to say it was not being served well by its association with a bank that would charge such rates. He cut up his card.
These problems could have become apparent to the company's marketers if they simply played BYOC.
How to Play
Step 1: The Drop
Be a seed on your own direct mail list. When you get the piece, imagine you've never seen it before. Look at it like a discerning prospect would.
n Would you even open it? Is the envelope inviting? Is this the kind of mail that gets opened standing in front of the mailbox, at the kitchen table, relaxing in bed or in front of the trash can?
n When you do open the piece, is it inviting to read? Is the type large enough? Is the copy compelling? Do the bullet points and cross heads sound interesting? Does the offer jump out? Is the offer relevant and appealing?
n If you're not in the target market for your mailings, put together an informal focus group of people who are. Get their thoughts on your direct mail promotions.