The Boss of You

A few weeks ago I was in a planning and strategy meeting for a non-profit client that is undergoing a bit of a re-branding process. As a part of the meeting the various communications folks at the table were discussing with the client what types of marketing materials they’d like to apply the new identity to, things like: “how will we apply it to the website?”, “how many new business cards do you need?” and “did you want us to take care of ordering the letterhead?” were the questions on the table. As the client listed out the various applications for the new logo they’d need taken care of, the Executive Director piped up and said “Oh! Can we get some thank you cards again? Those were so useful.” She went on to talk about how often they used the cards to thank donors, volunteers, speakers who came in for fundraising events, etc. In fact, by the time she was done talking about the thank you cards, she decided to cut her order for business cards in half in order to assign more budget to thank you cards.

As you’d know if you’ve read the book, we’re big fans of thinking outside the basic stationery package when it comes to thinking about your marketing materials. Things like thank you cards (or a simple postcard you can write a message on the back of) that use your logo or that identify your business in some way can actually be a great way to stay top of mind and create a connection with your customers and clients - particularly if being “high touch” and personal is a part of your business’s personality. We have one client who often sends along her cheques with a lovely little card (she introduced me to Sweet Beet whose letterpress card is shown here), and while she doesn’t send out “branded” cards, her attention to detail and thoughtfulness make her someone that I’m always happy to boast about or recommend to another colleague without hesitation.

I was reminded of this conversation this afternoon when I checked my mailbox to find a thank you card/postcard from the spa where I had some waxing services a few weeks ago. My experience at the spa was memorable on all fronts (for all the right reasons) and this postcard was an excellent extension of the service I received. The spa is located at the back of a fabulous jewelry and clothing store tucked into lower Yates Street in Victoria. I had made an appointment there to coincide with a trip we were taking to Victoria to visit my family, recalling that my mom had mentioned how lovely the woman, Christine, who ran the spa was. Christine was in fact adorably lovely, remembered my mom and put together that I was her daughter, gave me excellent service and sent me off on my way efficiently without making me feel rushed. Her postcard was personalized and noted that next time I was in town she’d love to see me again. I happen to know this woman’s business is doing very well, and that she’s in no desperate need of clients, and if she continues to offer this level of service and little personalized touches like that I can’t imagine she ever will be. While I wouldn’t ever urge her to forgo business cards, I can tell you that the lovely postcard (which is now up on my fridge) will probably get her more referrals than a business card I lost in the bottom of my purse ever would have.