Smart marketing is not about being smarmy or slick, nor will you get results from being too scripted like my recent experiences with pricing and purchasing a new car.
Smart marketing is about listening, being helpful and delivering.
This week I received a direct mail piece from the dealership where I purchased my car, which caught my eye.
The mail out was an invitation to “Women in Motion” a basic vehicle maintenance evening. The invitation was also extended to any friends I wanted to invite along too.
It went on to detail that no matter what the make or model of car you owned the evening was geared towards keeping your vehicle safe and dependable, with tips on what to do in an emergency situation, like jump starting, changing a wheel, and checking tyre pressures for example.
The evening was going to be informative and fun. There would be light refreshments, a goodie bag, and certificate of participation.
If I wanted in, I would have to RSVP as they were only catering to 50 ladies.
While it might not seem much on the surface, there is a lot going on here. Let’s rip in and play doctor and cut this sucker open shall we?
1. First of all the letter was addressed to me directly, not Mr & Mrs, or Dear Customer, etc.
Smart – make the customer feel like they are the only one you are communicating with and not subject to some mass mailout.
2. The invite was open not only to me but friends of mine too.
Smart – increase the customers comfort zone. Familiarity of friends increases likelihood of attendance, and hey there’s no harm in creating goodwill towards a potential future client too.
3. Gender Specific “women in motion”
Smart – less likely to feel inferior in a same sex environment, we all know how boys and their toys can be...insert Tim Allen Grunt
4. It was inclusive & addressed the “why”
Smart – stipulating that make and model was of no consequence addressed concerns that it would not be relevant to everyone (read friends). Emphasis on safety and dependability is something that everyone wants from their vehicle.
5. It was going to be Fun & you get goodies
Smart – it negates the idea that you’re going to be bored as batshit learning all about your car. The goodie bag also makes them feel like they’ve come away with even more value, even if it’s only a token. Everybody loves a pressie.
6. Hurry hurry, only 50 ladies
Smart – now what would the offer be without a little scarcity & exclusivity in the mix. We all know that this is a driver for behavior. After all everyone likes to feel special and nobody wants to miss out do they?
Overall I think you’ll agree they did a nice job of touching all the bases. There’s something in there for all of us.
Start with being really specific on the segment of the market that you’re targeting, and look at the product through their eyes to know what they want and sell it to them.
Take a look at your own campaigns. How could you apply these principals to your next marketing effort. Are you stripping back your communication and looking for the outcome in every paragraph?
As always I’d love to hear your comments. Want more like this, then make sure to sign up for TRAction below…