BIRTHDAY

My birthday is next month and I am already starting to receive gifts from smart marketers.

One restaurant group sent me a card from each of the 4 restaurants they operate offering $25 off dinner at each location. Not bad.

There is one specialty retailer that sends me a $100 gift certificate every year, with no minimum or matching purchase required! Is that cool or what? Of course, they know I will probably spend well over that amount the next time I visit.

The birthday marketing I admire most comes from Duke’s Chowder House. If you sign up for their regular emails, they send a voucher for a free dinner on your birthday, with no additional purchase requirements. You could dine by yourself and (if you drink water) you won’t pay a dime.

Of course, they know people rarely dine alone, especially on their birthday, so they don’t need to taint the offer with a minimum requirement. Plus they provide an added incentive of free dessert for all if you bring in a party of 6 or more on your birthday.

While I don’t know for sure, I would be willing to bet Duke’s Chowder House gets a huge return on that marketing investment.

What about your company? What can you do to really make your customer’s birthday special?