One of the whole points of branding is to distinguish your company/product from the alternatives out there. A good brand = Special. Easy enough, right?
Well, why is it that so many marketers out there treat their brand as so completely Not special?
For example, there’s a very famous jewelry maker whom my wife absolutely loves. I get her a piece from their collection for special occasions, such as birthdays, anniversary, Valentine’s Day, etc. In other words, me buying a piece of their jewelry is a SPECIAL occasion.
So, it should be very obvious to this jewelry company’s website and marketing team that I am not what would be considered a frequent shopper. So, why then do I now get 1-2 emails from this company each day after I make one of my SPECIAL purchases?
What about my shopping behavior suggests that sending me an UN-SPECIAL email every day is going to do anything but annoy me? Not only that, but why are you actively working to make your brand UN-SPECIAL in my mind by inundating me with UN-SPECIAL emails?
I’m guessing I spend about $75 on-average when I make a purchase 2/3 times per year. So, why not take advantage of special occasions and send me something like this a few weeks before Valentines Day?
Hey, Doug! Get your sweetheart one of our specially-curated necklace/earring sets for Valentines Day and use this special code to get 25% off purchases of $100 or more!
See what happened there? It’s an offer tailored just for me, it directs me to sets that you should know I’ll be interested in AND it encourages me to act now and spend more than I usually do.
Now that’s special.
McGregorWorks 