Birthdays are significant days and, even though many people deny it, most like to be remembered and made to feel important on this special day. For example if your partner says to you, “Now, I don’t want you to make a fuss of my birthday next Tuesday,” would you take them at their word? Of course not!
In addition to the normal good wishes from family and friends, most people would feel great if they received a birthday card from your business. They would be delighted that you had not only remembered but also taken the time to send them a card (and in some instances a little gift).
This type of marketing strategy is exactly what some businesses do. They record the birthdays of customers or clients in their database. Then make sure that every one of them receives a card, or card and gift, on that special day.
And most importantly, they snail mail it to the recipient. Using e-mail is somehow just plain ho hum whereas snail mail shows that they’ve gone to some effort.
An “under-thirties” nightclub has used this strategy very successfully. Every customer on their database is sent a birthday card with a letter and a card for free birthday drinks. The letter offers the customer and a guest free entry to celebrate and also mentions generous discounts for larger groups.
What a great marketing idea! This nightclub acknowledges and rewards customers on their birthdays and gets more business by making it easy for their friends to celebrate too.
Your business can easily take advantage of these ideas too. Remembering your customers’ birthdays and sending them a voucher to be redeemed on your products or services will make them feel great. And, when you see the bottom line results, you’ll think that all of your birthdays have come at once!
If you want to make an even greater impact, why not phone your important clients on their birthday? They’ll be rapt. Team members could phone clients of lesser importance or that they know well. An insurance company I know arranged for their senior executive team to phone clients and brokers on their birthdays… it literally blew the birthday wish recipients away!
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