Creative Corner: The Brand Promise
5. Create positive buzz with something special every now and then. Saturn gets people together to talk about its cars. Pepsi’s giving away songs online. These types of promotions get people talking about your brand and interacting with it. They remember it. You can do this in direct marketing, too. When a good customer logs on, why not deliver a screen pop-up with a message that reads: “Welcome Mr. Jackson, and thanks for being such a great customer. For the next 30 minutes we’re offering an additional 20-percent off allmerchandise, just for you.”?
It seems to me that as long as you have the miraculous opportunity to get your messages into the hands of customers and prospects, you owe it to yourselves and your businesses to devote some time and effort to making a brand that will be memorable.
Lois K. Geller is president of Mason & Geller Direct Marketing, a full-service, direct response agency in NYC. Geller is the author of “RESPONSE! The Complete Guide to Profitable Direct Marketing” and “Customers for Keep.” E-mail her at firstname.lastname@example.org.