Recently I was asked to talk to a group of students at our local college. They were running a series of talks called ‘Step into…’ to give the students an insight into different industries. So not surprisingly, my talk was about marketing and how I got into it.
I decided to break my talk and story down by key dates, of which there are a few, such as:
- 1966 – Born
- 1985 – Worked abroad whilst at college
- 1987 – Started work
- 1988 – Flooded a dark room
- 1990 – Got married
…you get the gist.
As I was going through this, I realised I’d had the opportunity to work with some massive brands over the years, JCB, BT Cellnet, Specsavers, Shell, Petronas, Dell and O2.
One area I’d done a lot of work on was welcome packs for BT Mobile (later becoming O2). Our role was to make the instructions simple and reduce calls to customer services. It started with a range of pagers (what are they?!) and continued right through to the first mobiles and then onto the ones you could use abroad. Over the years, I worked on a lot of welcome packs!
To give these whippersnappers an idea of what I was talking about, I did a bit of Googling to see what I could find in terms of welcome packs. Low and behold, I found one that we had created – complete in its plastic wallet. It was a bit of a weird coincidence, given I’d just dug out one of my old hand-drawn illustrations that appeared in that exact same user guide. Cue the spooky, mysterious music!
So what’s the big deal with these welcome packs, I hear you ask?
Well, at the time, they were rated very highly by the industry. In fact, ‘What Mobile Magazine’ (yes, that really did exist) published a review of all the BT mobile phones at the time. And they said the best reason to buy our phones was the quality and clarity of the user guide. A big accolade for us indeed.
The point is, it was a really important piece of customer material, and it served a valuable purpose – to help the customer get up and running with their mobile. And because of a few tweaks and ideas we had, such as making it clear that the first thing you should do is charge your phone before you use it (sounds obvious now), we reduced the calls made to customer service. Happy days.
So, does a welcome pack still have a place? Absolutely yes!
Think about it from the customers’ point of view. How nice is it to receive a ‘welcome’, ‘hello’ or ‘thank you for working with us’ message, card or gift? You’re setting the standard.
So you’ve done the hard bit by getting them to buy your product or service. Don’t let it go flat. Show them they’ve made the right choice, that you care and value them as a customer.
And it doesn’t have to be complicated. It could be a simple welcome letter, welcome booklet, a box of branded goodies, a box of chocs; there are so many solutions out there. It’s just about finding the right solution that fits your brand.
Have you got a welcome pack as one of your touchpoints, or are you missing a trick?
Not sure where to start or stuck for an idea? Then let’s chat. We’d love to help you.