Do you really want another mug for Xmas?
If you think that by giving customers yet another mug or pen you will achieve results… you won’t! In this Vlog, Grant explains that when you are looking at what you are going to do, a letter you are writing to customers, an email, a social media post, always ask yourself, is it going to have impact?
I was working with a client not so long ago, and for a Christmas gift to their customers, they wanted to send out branded mugs, and I just said, NO!
And they looked at me, they said, ‘Why not?’ I said, because they’ll have no impact. Just imagine being delivered another branded mug from another company. And yet people do this all the time and expect results and they won’t get any.
Instead, because of their marketplace, we actually decided to do our own branded beer. We went to a brewery, got a wonderful design of cans, and sent all the customers a six pack for Christmas. Everybody loved it. They got so much great feedback and it went mad on social media
– Because receiving your own brand of beer from a supplier has impact –
I’ll give you another example. I had a company that wanted to do a money-off coupon to try and get their customers to spend a little bit more with them.
– But sending that out in the post has no impact –
Instead, what we did was we sent out chocolate bars and the coupon was like a golden ticket from Charlie in the Chocolate Factory.
= Again, the impact was huge and the takeup was great –
When you are doing communications, always benchmark against this idea of impact. So many comms are boring and dull and the same as everybody else, and you send out another direct mail, another boring email. Give people another mug or another pen and people expect to achieve results with that and they won’t.
So when you are looking at what you are going to do, a letter you are writing to customers, an email or anything else… a social media post, always ask yourself, is it going to have impact? And if the answer’s no, go back to the drawing board and try harder. Because ultimately there is a creative part of marketing and you have to be creative in order to break through all the noise. And the way to think about it is – will this comms have impact?
There may be small changes to the spoken word in this transcript in order to facilitate the readability of the written English
