MAY 7, 2009

A Little Goes A Long Way

Nothing beats feeling appreciated, and receiving a quick “thank you” is, more than often, all it takes. When I put a lot of thought into a gift for someone and don’t even receive a thank you for it later, I admit that I get very disappointed. Now, don’t get me wrong, I’m not one of those people that gives in order to receive - I don’t expect a handwritten note or a big production. But a simple “thanks” said aloud is all I’m really looking for. Knowing that someone liked what you gave - or at least appreciated the thoughtfulness - really makes me happy. Apparently many others feel the same way…

The people at smart USA — the car company that famously makes their cars so tiny you could fit two of them in a standard parking space– have recently experienced just how much people appreciate being thanked.

To reward those who had faith in the company early on, patiently waited for their cars to be produced, and bought vehicles, smart USA sent “Emergency Kits” to buyers. These kits each included a thank-you letter and three $5 gift cards to use at well-known coffee, gas, and book retailers. This cost the company a total of $492,440 because it sent kits to every purchaser of the 25,000 cars sold in 2008. The campaign has proven so effective, smart USA plans to keep it around. In addition, the company has chosen not do any traditional advertising.

The director of communications for smart USA, Ken Kettenbeil, thinks that mail has more power than any other media. Ken says, “We have received a lot of positive (consumer) e-mails forwarded from our dealers. We’re getting people thanking us for sending them a thank-you gift.”

With the economy as bad as it is and consumers changing their spending habits and being more selective in their purchases, the “little things” just may be make the difference. If you’re a company, reconsider investing the time (and money) into thanking your consumers for their loyalty. There’s something to the phrase: a little goes a long way.