Adding a Personal Touch

When was the last time you received a birthday card from your insurance company? How about an anniversary card from a jewelry store? Seemingly good business-building activities are blown out the window just because it takes a little time and a tiny amount of money?

Whether a business is looking to gain new customers or just retain the ones they already have, adding a bit of personal touch for customers can only help. Getting a birthday card from your insurance company for every member on your policy just might make you think twice before switching carriers. Getting a postcard in the mail reminding you about your anniversary while also promoting that month’s special offer just might make you think about getting your loved one a piece of jewelry. Though these things may sound like common sense, not that many places are taking advantage of this opportunity.

It may be because they just don’t want to take the time, or may be they think they’d be prying into customer’s personal lives, whatever the reason, people have to break the strict business mentality and add a personal touch. If they can’t see that a little personal touch can help their business, then simply call it targeted marketing!

Online marketplaces such as Amazon do it all the time. They know you bought an iPod online, so why not promote iPod accessories via the web and email directly for you. While this isn’t that personal, the point is that they pointed out that they know something about you (you own an iPod). Churches offer a similar service when they mail you a postcard for a young-adult group that meets weekly. How did they know you were a young-adult? Because you wrote your age on a guest card a few weeks ago. While there are many more examples of personal touch and targeted marketing, the point that needs to be made is that we have only scratched the service of what is able to be tracked. Image the possibilities of personal touch in your business, church or organization.