I just gave a seminar for the National Cleaners Association, in Paradise Island in the Bahamas. Though the weather was not kind to us, each dry cleaner that attended was focused on learning as much as possible during the conference.
My topic for my three hour seminar: How to Build Relationships With Your Customer Using Your Brand …Virtually! While I was preparing my session, I was wondering: why would a customer want a relationship with their dry cleaner? It is about trust, and delivering great service, and caring.
But, then the night before I was flying out, I tried on my own suit. I couldn’t even squeeze into it. My dry cleaner had somehow shrunk it and I had just worn it to Toronto only two weeks ago. So, I either bulked up two sizes or it was ruined.
I mentioned this to Nora Nealis, the President of the NCA, and Ann Hargrove, who works with her (pictured above), They said it was probably “wet cleaned”, and had shrunk (thank heavens it wasn’t that I’d bulked up 15 pounds), and she said to mail her the suit when I came back to Florida. I sent it out to her today. Read the rest of this entry
Ah, those were the days! One of my first DM jobs was at Greystone Press, a continuity publisher. We sold books in sets, one at a time, and billed customers monthly. Titles included the International Encyclopedia of Art, the International Illustrated Encyclopedia of Decorating. We also had gardening sets (that I wrote), and how-to handbooks.
And every day, the good ol’ USPS delivered mailbags filled with orders and, more important, checks. This was before normal everyday people had credit cards.
Orders and checks actually came right to our office in Manhattan and a bunch of people in the fulfillment area worked quickly to give us flash counts, daily, sometimes hourly.
It was exciting to hear that thousands of orders had come in, with checks, or that there were fewer cancellations than expected.
It was a joy to sit in the back room watching the fulfillment people outserting checks and writing up bank deposit slips. I loved finding out which of my programs was working best and which were lagging.
Now I call clients to ask how a mailing we did is faring out in the market and they often just don’t know yet… and maybe they’ll never know. “The data guy hasn’t put the numbers together, but there seems to be a lift, which may not be because of your mailing because so many responses are unidentifiable .” Which you wouldn’t think possible, would you? Read the rest of this entry