As I a college student, I can often be described as the two dreaded “b’s”: busy and broke.
With all of the demands placed on us students from both their educational and financial responsibilities, it is sometimes hard to justify spending little, if any money on enhancing our style and standard of living. Having taken a trip to Europe recently, I was reminded that life is worth enjoying, whether it is drinking a handcrafted cocktail, having a nice shave in the comfort of your own home, or showing up to the party looking as dapper as possible.
When I saw an ad on social media for Bespoke Post, I was immediately drawn by their approach of monthly-curated box shipments that enhance one aspect of a man’s daily style or routine one month at a time. To top it off, they are one of the only companies in the space that allow you to skip that month’s selection if you don’t think it fits your personality, or to choose another package that better fits your needs, all for $45.
Whoa. Did the hungry college student who enjoys selecting the chicken over beef flavored ramen noodle packets just say that he was drawn to a monthly box subscription totaling over $500 annually? You betchya.
Was it the persistent social media remarketing, the nurture emails, or the easily identifiable content that reassured me that I made the right decision in enhancing my style? No, quite frankly it was none of that. Rather, it was a long forgotten marketing communication tool that stopped me from canceling my membership: a handwritten thank you note.
Today, over 79% of top-performing company websites use some sort of marketing automation software to capture customer data, and nurture potential buyers into customers. While Bespoke Post employs these tools in their arsenal, they also align their communication channels seamlessly with their brand using the very underappreciated thank you note.
This handwritten note arrived in my mailbox shortly after my first monthly box subscription arrived, and immediately brought back the nostalgia of my grandfather following up his tri-annual visits with a handwritten thank you note.
The class and eloquence that Bespoke Post portrays in their brand’s product offering is represented across their delight phase of the buyer purchase cycle, and seamlessly integrated into their customer communications program. They could have easily chosen to follow up my box receipt with a stock thank you email; instead their handwritten thank you note sealed the metaphorical deal in justifying my monthly box subscription.
It is easy for digital marketers to assume that sending a follow up email is “enough” after a sale, but when you curate high class products and accessories, is there any other way to better deliver your brand promise and message to the customer?
Marketers: take note. Bespoke Post is a prime example of a company that expertly integrated their USP and brand promise into their marketing communication mix. This ensures customer retention (for me at least) via an extension of their style into their post conversion communication strategy.
Garrett Meccariello is an aspiring brand manager based out of NYC. In his free time he can be found building the next great brand, exploring the city, and eating a lot of cured meat and cheese.