“A shameless piece of marketing masquerading as a Thank You card” / TheDogsDoodahs.com
TheDogsDoodahs.com, challenger brand to Moonpig, sends every new customer a personalised thank you card in the post, shortly after their first order.
This seemingly obvious method of remarketing not only highlights the quality of the product on receipt but helps the brand differentiate from banal competitors.
— Charlotte Barron (@CEBPR) April 4, 2013
The cards, which carry the strapline “a shameless piece of marketing masquerading as a Thank You card” have increased both the frequency and cost per repeat order since they were introduced. Repeat business is key in an industry where television and AdWords costs are high for a product costing £3.99 including postage.
The success of the campaign is measured across organic social media mentions, direct customer feedback and sales uplift.
Recent customer comments—
brilliant piece of marketing from @thedogsdaily. clever clever.
Customer blog post
“The Thank You card reflects the brand personality in a quirky way whilst allowing the product quality and service to be experienced in a tangible way.”
Facebook comment (facebook.com/thedogsdoodahs)
Just received a thank u card from The Dogs Doodahs, for ordering with them! Fab marketing piece!!! I shall buy my cards from you forever!! Emily Eudall