"Personalization is not a trend. It is a marketing
tsunami, here to stay,…" Forbes magazine 2015
People are fed up being constantly bombarded by useless, impersonal mass-marketing messages. They struggle to keep their individuality wanting only a smidgen of acknowledgement, appreciation and respect. That's what makes personalization so powerful…it recognizes their individuality.
The following postcard includes 10 simple personalization elements using the sport shop's customer database. Can you identify them?
Click to enlarge
#3 & #4 – The sport shop's database indicates the recipient, Michelle, previously purchased women's golf equipment and clothing. The name "Michelle" indicates the recipient is female with a 99% degree of certainty. This information suggests the use an image of a female golfer to make an instant visual "connection" with Michelle.
#5 & #6 – Similarly, the message focuses on women's golf clothing with a picture of such clothing on the front and back.
#7 & #8 – The "unadvertised" message strongly implies the store recognizes Michelle as a previous (and valued) customer. The "online" code acknowledges that Michelle buys online as well as in the store.
#9 – The return address shows the location and phone number for the retail store closest to Michelle's mailing address rather than a corporate address.
#10 – This is a message personalized for Michelle. Therefore, the terribly impersonal slight, "Or Current Occupant", makes no sense and has been eliminated from the address.
Michelle could hardly miss the fact that the sports shop knows who she is and is working to offer her things she wants. You shouldn't miss the techniques used to track response to the postcard. If you don't see it, give us a call.
