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Make people feel special

image Jim Kukral makes a crazy offer when you sign up for the email newsletter on his blog, the Daily Flip

On your birthday, he’ll send you a video of him singing happy birthday to you.

Simple, silly, fun, and effective.  Subscribe rates up 300% and with 95% of the people who do sign up giving their birth date.

Why does it work?

Because most sites are boring, everyone loves personal attention, and Jim solves both problems with one great idea.

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Comments

  1. Mike Ashworth November 6, 2008 at 3:34 pm #

    What a fantastic idea. Often it’s the simplest things that pique people’s attention, remember the officedepot elf..lol
    Despite the social media and social networking revolution, people are unhappier than ever, things that bring a smile to people’s faces should never be overlooked as a powerful way to engage.
    Mike Ashworth
    Marketing Coach and Consultant
    Brighton and Hove, Sussex, UK
    Boosting Sales for Small and Medium Sized Businesses by
    helping them find, attract and keep Customers.
    http://www.linkedin.com/in/mikeashworth
    http://MichaelAshworth.wordpress.com

  2. Mike Ashworth November 6, 2008 at 3:34 pm #

    What a fantastic idea. Often it’s the simplest things that pique people’s attention, remember the officedepot elf..lol
    Despite the social media and social networking revolution, people are unhappier than ever, things that bring a smile to people’s faces should never be overlooked as a powerful way to engage.
    Mike Ashworth
    Marketing Coach and Consultant
    Brighton and Hove, Sussex, UK
    Boosting Sales for Small and Medium Sized Businesses by
    helping them find, attract and keep Customers.
    http://www.linkedin.com/in/mikeashworth
    http://MichaelAshworth.wordpress.com

  3. Matthew Scott November 6, 2008 at 7:30 pm #

    Andy,
    I just conducted a seminar with Jim Kukral yesterday on this topic of being unique & using video for the right message, at the right time, to the right people.
    Jim continues to teach myself and so many others.
    Appreciate you mentioning him.
    Matthew

  4. Torley November 6, 2008 at 8:40 pm #

    If extremely popular, this isn’t scalable (unless Jim gets together a ukelele orchestra) but I definitely agree it’s a wonderful, fun idea which shows Jim is a friendly guy too.
    And that counts for a lot.

  5. Jim Kukral November 6, 2008 at 9:05 pm #

    Thanks Andy, for the mention. You’re right Torley, it isn’t very scalable is it? lol. We shall see next year right?

  6. william sawyers November 6, 2008 at 9:36 pm #

    Very good Idea.
    To bad I’m a bad singer, I could do this as a child author-LOL
    From Concord, Ca
    hope every one has a great year-william sawyers

  7. Tim Jahn November 6, 2008 at 10:59 pm #

    What a great way to add a personal touch and be remembered at the same time. We can all learn from this!

  8. Saurav Patnaik November 6, 2008 at 11:22 pm #

    Wow thats an idea. Its really simple but pretty affective.

  9. Ricardo Bueno November 7, 2008 at 3:13 am #

    It’s definitely different and quite the attention grabber! And with 95% of the people signing up giving up their birth date, well, we like hearing Happy B-day when it’s our big day ya know :-D

  10. Radek Pilich November 11, 2008 at 11:41 am #

    Yes, as Toerly said, this isn’t scalable, or at least it doesn’t seem scalable. But I doubt that Jim didn’t think about it in terms of scalability. The fact is, that unless he is taking personalization beyond the name of the person, the workload is not going to grow extremely, the opposite is true – people have the same names, once video gets created it gets re-used. Yes, there will still be new names poping out of the long tail, but this is most likely going to be managable.

Trackbacks/Pingbacks

  1. And Why Should I Be A Repeat Customer? « Retail, in the eyes of the everyday customer - November 18, 2009

    […] marketplace it’s really hard to make a customer remember you.  That’s why this find by Andy Sernovitz is so […]

Make people feel special and they talk about you

image Word of mouth needs conversation starters.  It’s not enough to have an interesting conversation – you need triggers that spark new conversations again and again.

An awesome example is the Fatburger "Triple King Challenge" where customers compete to eat an absurd 1.5 pounds of meat.  That is a good, fun, buzzworthy promotion.

But here is the fantastic execution that results in much more word of mouth:

  1. Winners get a certificate of achievement. Every time a friend sees it, another conversation starts at the office or the dorm.
  2. Every winner gets a t-shirt and bumper sticker, starting conversations on the street.
  3. Every winner gets their picture on the wall in the store.  That’s a reason to talk, to brag, and to bring in your friends to see it.

Lesson: A few extra, inexpensive touches turn a single recommendation into a word of mouth phenomenon.

Watch my video interview with Peter Morrell from FatBurger:

 

Watch Rusty Sanchez compete in the Triple King Challenge and talk with his friends about the recognition and the photos. Be sure to watch the last minute.

 

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