Marketing as Service can be delivered in all shapes and sizes. Recently my assistant Kirsten spotted an example in a direct mail package from Queue Associates, a specialist in configuring Microsoft Dynamics (ERB & CRM) solutions for agencies. This particular mailer was about the only DM piece that made it through her rigorous screening process since last year’s jumbo holiday gift basket that must have been misdirected from Senator Steven’s office.
This package caught her eye because it contained useful stuff and information she thought I’d appreciate and she was right. I travel a fair amount and like everyone else, struggle to keep up with the security rules. This package not only contained the latest guidelines for carry-ons, but also it included a pouch with 4 empty plastic containers (see picture below.) With such handy largess, I simply felt obliged to read the letter which also didn’t disappoint:
You’ve heard the saying, “its not the destination that counts; its the journey.”
We’re sending you this TSA-approved carry-on pounch, along with time-saving tips for getting through security at airports, to make yournext journey easier. It’s our way of saying “thank you” for taking time to consider another journey–the one that takes your agency to successful outcomes and higher profits.
The letter goes on to explain what Queue Associates does and suggests that I call them or visit a website for more information. Unfortunately, that’s where the fun ended because before I could learn anything more about them online, they wanted me to fill out a log-in form. [Come to think of it, that’s kind of ironic for a company that already had my mailing info and is selling CRM solutions–couldn’t they have generated customized URLs that recognized me immediately?]
I also think they could have carried the travel theme to the landing page/microsite, offering even more content and thereby continuing to earn my gratitude and trust. Marketing as Service works best when it is genuine commitment (think 108 years of the Michelin Guide) versus a one-off teaser. So, Queue gets an A+ for a DM piece that was rich with value and C- for not carrying it through it the final destination!
All that said, I wouldn’t be surprised if this mailer proved to be a trip well taken for Queue.