March 09, 2001
Article

art.com Knows Every Personal Contact Counts

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Color us impressed. After we did the routine business card swap
with art.com VP Marketing Michael Kahn at a trade show last week,
less than five business days later he mailed us an art.com $10
off gift certificate in a hand-addressed envelope. This kind of
guerrilla marketing approach may not get art.com millions of
customers -- but it sure makes a huge brand impact on the few who
receive it, plus all of the office mates they show their gift
certificates off to. And, over the years those few can add up to
quite a substantial group with unusually high brand recall.

Does every person at your company have a stash of special offer
certificates they can hand-mail to new people they meet?
Screenshot postcards of your home page are another good idea.
And they are oh-so-cheap!

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