FRESH IDEA: The following post is going to seem tremendously obvious. Almost “Well, duh?!” in nature. Yet, very few, if any, marketers take this makes-complete-sense step in their programs. It’s called closure. And truth be told, it’s actually a good reason to recontact a customer. In other words, a soft re-marketing of sorts. Here’s who’s done it and inspired this post: the Gap family of brands and their Give & Get program.
Late this summer, as an Old Navy credit card holder and Gap brands opt-in, I participated in the Give & Get program. Choose a charity, and not only do you get savings on your purchases, but funds are then donated to your charity of choice. That was weeks ago. There’s candy corn and a Halloween costume already in my household, for the love of autumn. It would have been very, very easy to move on to the next program or offer — which they have, sure. And never mentioned the program again ’til it’s next installment. But alas! Bravo Gap brands! They just sent an email stating: (subject line) “Thanks for making a $1.5 million difference!” and (banner headline) “Giving feels good, doesn’t it?” (logo, logo, logo). So they circled back to me, and tossed me a warm, fuzzy email to give specifics on how much money was raised for the different charities. Makes it feel real, makes it feel good, and all wrapped in Gap branding. Particular in an environment where consumers want to do good, and expect brands to facilitate. Nice equity building, too, for Gap in their Give & Get program as it’s own property.
Again, not rocket science. Seemingly obvious. But truthfully, a step marketers just don’t think about taking post-sales and post program. You could easily do this for a cause program, yes. But also for a contest, or a sweeps — e.g., show the real winners. Now take your index finger and connect it to your thumb on the same hand. Full circle closure! Love it! TASTY TREND: Feeling good about doing good