What’s Wrong with This Personalization?
By Heidi Tolliver-Walker on August 23rd, 2013
We received an amusing personalized postcard in the mail yesterday. What’s wrong with it? Let us count the ways.
But Walker’s Bait & Tackle? My husband is a fisherman, but he’s a catch-and-release fly fisherman, not a bait and tackle guy. Maybe a bug or two if he’s fishing with the kids, but au naturale — caught with his bare hands, and IT doesn’t track that.
More interesting is Walker’s Bait & Tackle. Did the sender confuse our home with a business? I run a business out of our home, but we’re still considered residential, and I don’t fish.
In all, it’s a very confusing mailer.
All of this leads to the question: Is all personalization good personalization? If you apply the same concept behind “all publicity is good publicity” (a la Brad Paisley’s “Celebrity”), then the answer is yes. But if your ultimate goal is to create or deepen client relationships (rather than the personalization version of spray and pray, which this appears to be), the answer is no.
(Who even knew there was a personalized version of spray and pray? Apparently there is!)
So what do you think? Does this mailing have any chance of working even if the personalization is completely off base? Why or why not? Chime in!