Marketing doesn’t have to be all algorithms, browser cookies and geo-tracking. The human touch will always be more memorable.
A few weeks ago, we needed a new faucet installed in our kitchen, and the shutoff valves below needed to be replaced as well. (I can do the former, but the latter is well beyond my DIY skills.) I found a local plumbing company that came highly recommended on NextDoor (like a Facebook for neighborhoods). Everyone I talked to, from the office manager who fielded my initial call to the plumber who came to our house, was friendly. About a week after the service call, I received a thank you card from them via “snail mail.”
I’ve used plenty of different plumbing companies over the years, and this is the first one to send me an honest-to-goodness thank you. On paper! In the mail! Who does that anymore? You’d better believe they’re on speed dial for all future repairs. And while robots may take over many jobs in the coming years, I don’t think I’ll ever trust a Roomba lookalike to replace two water shutoff valves under my kitchen sink. So the plumber’s investment in a single, solitary thank you card will earn them hundreds of dollars. (But not anytime soon, I hope!)
Yesterday I got the new Wussy album What Heaven is Like in the mail from the band’s record label, Shake It. Included with the CD that I ordered were a hand-written thank-you note and a postcard.
It probably took about 30 seconds to scribble out the thank you note, and another 10 to grab the promo postcard (clearly an homage to Springsteen’s debut album) and package it up with the album. Extra time in the era of efficiency – would Jeff Bezos approve? Doubtful.
But those 40 seconds will pay off for years to come, in the goodwill they generate, in the warm fuzzy feeling you get from “hey, they took the time to thank me by name… that’s cool!” Shake It started as a local label, releasing albums by artists that they were passionate about, before branching out to set up a bricks and mortar record store too. A record label and a record store… talk about tilting at millennial windmills! They know they can’t go toe-to-toe with Amazon on pricing, or compete with Spotify on music delivery. But by providing a personal touch, by caring about the music, engaging true fans, helping them dig deeper into their passions and exposing them to new artists, they can carve out a nice niche for themselves:
We carry some mainstream releases, but we specialize in independent labels from the obvious to the obscure – Chicago post-punk art-rock to Ethiopian boog-a-loo and all stops in between – rockabilly, vintage soul, r&b & blues, punk/hardcore, classic country & the best of the new breed, 60’s garage & psych, reggae/dub/rocksteady & vintage ska, krautrock, creative hip-hop & electronica, tons of straight ahead rock n’ roll & “alternative”, plus vintage bop, cool & avant garde jazz, cult soundtracks, Afrobeat/funk, “difficult listening” and much more. We’re introducing new releases and back catalog items every day, so there’s always something new in the bins.
You can keep your algorithms. I’ll stick with the handshakes.
Reviews of the new album are here and here(this one from my friend Gil Kaufman, who writes for Billboard). You can order it from Shake It here.