by Iain on March 25, 2008
In the post the other day I got a package of brilliant stuff. You can see it above.
It contained a pack of “Make Mine a Builders” tea and a stylish silver mug with one of those climbing clippy things (I can never remember their proper name) as a handle.
Why did I get this? Well because I’d said I liked their tea once before on the blog.
It came with a hand-written comp slip that was written just to me. They’d spelled my name right and everything.
But the thing that made it super-special is that it was a total surprise. They’d gone out and done all the legwork themselves. They hadn’t emailed me to ask what my postal address was. They’d gone and figured it all out on their own.
So when it arrived it was a genuine moment of surprise and delight. (In case you’re not a jaded industry hack ‘surprise and delight’ is pretty much the thing that everyone talks about doing to make their customers like them better).
Cynically you might say that they’re just trying to get some more publicity. And maybe they are. But you know what, I don’t care. I’ve got a shiny mug and some splendid tea (it is really good by the way).
Things to learn from this: nice, charming, personal, relevant, free stuff, shiny things, no effort from me.