I received this in my email today. This is an advertisement from ebay.in. Look at it closely. It is a promotion for a Parker Luxor pen that is available at upto 50% off . It is also advertising free engraving on the pen. And what do you see engraved on the pen? My name, Makarand Karkare. . Am I tempted to order the pen even when I have similar, unopened pens? You bet I am.
This is an incredible ad. It is an example of truly personalized marketing campaign. This is how Wikipedia defines Personalized marketing . Personalized marketing (also called personalization, and sometimes called one-to-one marketing) is an extreme form of product differentiation. Whereas product differentiation tries to differentiate a product from competing ones, personalization tries to make a unique product offering for each customer.
What could be more personal than one’s own name. All of us have come across mail merged, mass personalized letters or emails. They are so common that one now expects to get them personalized. That has now become the SOP of marketing. We now judge a vendor / marketing outfit unprofessional if the messages are not personalized.
This ad goes much ahead. It was off course received in a personalized mail addressing me. What took this further was it showed me how the pen will look with my name engraved. The name itself was put on the pen using the standard mail merge technique. It used the simple, run of the mill technique to a great effect.
It’s not the technology or the tools, but the mind that uses it makes the things stand out!