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Great Marketing Industry Journal |
 
From The Heart
TACTICS
Sense of Delight, a customer relations program company, designed a customer education program that featured two women dressed as the Queen of Hearts. The Queens pushed decorated carts through the two malls with "eBids from the Heart" collateral material that was packaged as gifts. The Queens explained the program to store managers and asked them to place an eBids table tent and business cards on the sales counter. As an incentive for cus-tomers to read the information brochures, stickers were placed randomly on the brochures that entitled customers to receive a prize. The prizes were small bears wearing eBids buttons.
RESULTS
Every store participated in promoting the auction by placing table tents and business cards on the sales counters. Stores at The Village at Corte Madera donated 25 items for auction and The Mall at Northgate stores donated 13 items. Seventy-five percent of the bears were given to customers who read the informational brochures.
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In the News