Today, I received a wonderful surprise. The planner I ordered just a few days ago from Erin Condren had arrived! I love my Erin Condren planner and had to have another one for the new year (a little late considering it’s February, I know). Boy did this planner arrive in style.
It reminded me how important it is to deliver on your brand promise at every touch point. You can surprise and delight customers with the seemingly small details that end up amounting to a lot over time. In the case of Erin Condren, this company does an amazing job of maintaining consistency with their brand look and feel and their brand voice.
When a customer receives your products in the mail, it’s a big moment for your brand. It’s not only an opportunity to connect with your customer, it’s also an important point at which brand perception is formed. Think about how often people write product reviews right after receiving a product in the mail: “I just received this product and haven’t used it yet, but it looks great.” Making sure your customer is happy when they first receive your product is key.
This package immediately captures your eye – it’s quite the departure from the typical, boring brown package you’d get in the mail. Getting packages at work is fun, but getting a bright pink, beautiful package at work is much better. “My planner!” I immediately recognized it as my Erin Condren order, even though I wasn’t expecting it until later in the week. This immediately drew the attention of several people. When a normal brown package gets delivered to the office, does anyone bat an eye? Nope. But exceptional experiences draw the attention of others and create an opportunity for authentic brand conversation.
When you open the package, everything is nice and neat. On top is a postcard and a sticker, with Erin Condren’s beautiful design and positive messaging, something you see across all the products, including planners, notepads, stationery, phone cases, etc. On the back of the postcard, it says “Frame it. Post it. Send it! @erincondren #positvelyEC.” Both the sticker and the postcard feature the Erin Condren logo. Again, the brand is capitalizing on opportunities to not only surprise and delight, but to give people reasons to authentically share the Erin Condren brand.
Inside the planner, there are more freebies. There’s a cute little booklet for keeping track of perpetual calendar dates (such as birthdays) and contacts. There are also compliment cards, referral cards, do-it-all-dots and coil clips. All of these items serve to surprise and delight the customer and add value. In addition, there are instructions on how to use each.
There’s more to this strategy – these are essentially little testers for additional items you can purchase. Not only is the brand making customers happy, but it’s a clever way to cross-sell other products. In addition, they’re letting people know about their referral program right away.
They perfectly blend this referral program acquisition strategy into the overall experience and keep it just as cute as all the other stuff included. It’s also good timing: you’ve just gotten your planner and you’re excited about it, now’s a good time to share it with others.
Raising The Bar For Your Brand
Today’s overcrowded world of brands, products, mediums, and messages demands brands do more than just deliver a product or service that does the job. If you want your customers to be loyal to your brand, you need to go above and beyond and delight them.
It’s important to take advantage of every brand touch point as an opportunity to deliver on your brand promise and make people happy. With the millions of interactions people have with commercial messages, it’s easy for your brand to get lost in the noise. When you do have your customer’s attention, even if it’s just for a brief moment, you need to make an impression.
How can your brand add value at different touch points? Where are there opportunities for you to “surprise and delight” your customers?