You spend thousands and thousands of dollars to promote your financial institution every year. So does every other financial institution in your market. How does your marketing make an impact and stand out among the rest of the marketing noise? Or does it?

We receive quite a bit of “marketing noise” in our mailbox daily. My husband’s job is to weed through it and immediately trash everything that’s irrelevant. Sometimes he falls prey to those envelopes with messages like “Important documents inside.” Everything else tends to look the same – except for an oversized postcard I received from Chewy.com last week.

On the front, the postcard says, “Greetings from Florida,” and shows a cute cartoon dog with a surfboard. On the back is a note, hand written in two different ink colors. It reads, “Hi Colleen, Welcome to Chewy! I hope your pup is enjoying the Outward Hound dog toy. We’re here 24/7 to lend a Paw. Takiyah.”

Even the address was hand written, and the postcard was not metered. There’s a real stamp on it. This is memorable marketing. Here’s why.

 

It doesn’t look like everything else.

 

It’s an oversized postcard that looks like something I’d receive from a friend on vacation. My husband probably thought that’s what it was. Chewy.com wanted him to think that.

 

It’s personalized.

 

The postcard is written to me, signed by a real employee and has the name of the toy I purchased for my dog. You don’t get more personal than that.

 

It acknowledges me as a new customer.

 

This is customer onboarding 101. I purchased from Chewy one time a few months ago. Chewy wants me to purchase again, but that’s not all the pet retailer wants. The postcard implies it wants a relationship with me.

 

It makes me the hero the piece and promotes brand over product.

 

The only product mentioned on this piece is the product I purchased. I didn’t receive a brochure about Chewy.com. I didn’t receive coupons or a sales paper. The only thing it’s selling is a brand that hopes to keep its new customer around a little longer.

 

Making your marketing memorable doesn’t always have to cost a lot of money. Sometimes, the most affordable, simple and personalized sentiments are the most powerful.

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