That extra effort

Seth and his brilliant illustrative blogging got me thinking about the one thing that all brands should do but usually market them self out of doing. It applies to even the most mediocre and “one in a million” boring  brand.

Give your “customer” something to talk about – a.k.a give them more that they expect.

Promise you that this is cheaper then that Super Bowl ad (OK, a little over pretentious example maybe), product space at that “in” store, or that exclusive address. + in the long run will build better brand.

Let me illustrate – you just bought designed paper clips (you know the curly kind in mat black) in an typically standard online store. It arrives 3 days later, stuffed in a brown box with the receipt. Fairly typical, right? What if instead you bought the same paper clips (mat black an all) in a beautifully designed online store (easy to use, easy to look at) that gave you some interesting examples on use and pointed you to  relevant info around the product. It arrives in 1 day (you paid for 3 day deliver) in a brown box with company logo nicely applied. You open it an see a neatly packed box (tissue paper and a branded sticker maybe) and a personal letter thanking you for your purchase (this was not your first purchase, they remember), asking how they can make the experience even better and offers rebates on relevant to you list of products.

Which shop and paper clip brand would you recommend to your friends?
Even if the there was two different brands would not both win? Even if you do not go all the way, just talking a step and give something more, unexpected will be worth the effort.

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