Southwest just broke through the clutter with a Rapid Rewards direct mail piece. I can identify an airline's miles statement immediately, and do you know what I do with them? I don't even open them; I just rip them in half and throw them away. It's either them trying to get me to sign up for their credit card to "earn miles faster!" or some other offer I'm just not interested in. So when this piece landed in my mailbox last week, I was intrigued. It was packaged differently; not just an envelope.
When opened, a pull-out note on top thanked me for my seven years of membership and a personalized luggage tag was on the bottom.
The piece worked for a few reasons:
1. The packaging was unique and stood out from ordinary mail/envelopes.
2. It was personalized with not only my name, but the number of years of membership.
3. Along the same lines, it was unexpected. Think of big milestones--typically the first or something ending in either a five or a zero. Seven is different. It's thoughtful. It's unique. Kind of like Southwest.
4. It's a nice piece. The luggage tag is something I'll use, and I'm normally not a branded-chotchkie kind of girl.
As marketers, we constantly talk about moving your target audience from awareness to loyalty. From drink tickets to free checked bags to unexpected and personalized customer interactions, Southwest knows how to retain passengers for life...says the girl in 16A.
1 comment:
that was a totally sweet b-roll
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