Tuesday, March 16, 2010
Marketing to Individual Consumers through Birthday Tactics
What do you look forward to the most when your birthday comes around? Cake? Birthday wishes? Time with your friends and family? I look forward to all of these things. As my birthday was nearing, however, I realized one more thing I was looking forward to this year - birthday discounts from some of my favorite stores. What a great marketing strategy!
One of my favorite stores sent me a $10 gift card this year, as they have for the past few years. Of course, this draws me into the store even though there wasn't a single thing I really needed there. But did I only spend $10? Of course not! And I'll bet that whoever decided to use this tactic knew that this was going to be the case for the majority of people who receive the birthday coupons. The key was to draw me in; once I'm there, I'll be shopping for a while. My advice to other stores would be to learn from this tactic and attempt to do something similar. People love to save money, especially in this economy. We look for any excuse to save a buck. The truth is, we're actually spending more than we would if you had never sent us the coupon, but we still think of it as saving $10.
Kudos to the companies who use this tactic. I appreciate the birthday gift, and I applaud your marketing tactic. Maybe it doesn't work on everyone, but it convinces me to take a trip to the mall! It's an effective way to market to the individual, not just the masses. That's my PR thought for the day.
Does anyone think that companies may start to use similar tactics to this but find a way to do it through social media? Are there any companies that already do this? Share your thoughts in the comments.