Continuity Marketing: Pleasures and Pitfalls
The Wunderman Agency pioneered Gevalia’s offers of a free coffeemaker when you sign up for its coffee on a continuity basis. Harry and David are still successfully marketing its Fruit-of-the-Month Club which it pioneered decades ago. Franklin Mint, which used to offer collector’s coins, ingots and medals on a continuity basis, now sells commemorative knives and other colorful kitsch, sometimes as one-shots or as continuities. For years, Hume Publishing in Atlanta has sold a series of lessons on Successful Investing and Money Management. And for years, American Express has offered a “free” appointment book and pocket diary (you pay postage only) at Christmastime as a “thank you” for being such a good customer. At the bottom of the “Last Chance RSVP Free Gift Form” is the following in 7-point mousetype:
Denny Hatch is the author of six books on marketing and four novels, and is a direct marketing writer, designer and consultant. His latest book is “Write Everything Right!” Visit him at dennyhatch.com.
