The only piece of mail I found in my mailbox today was a white envelope with my name and address in all caps. This instantly creates lines in my forehead and an upside down smile. The sending address, an unnamed Ontario address. To me this means bad. I have missed a payment to someone somewhere and they have released the hounds to collect from me. So what happens next? Of course I open it, holding my breath slightly. The first thing I see inside is the Block Buster logo. I visualize my living room and search for a DVD case hidden somewhere that has long since been forgotten that Blockbuster could be searching for. I am cursing the company in my head for having the nerve to… wait a minute, the letter begins with “It’s been a month since your last visit and as a valued customer we want you to know that you are important to us.” This message is followed by the usual chat of bla bla customers like you… we have these new titles… bla bla. Then at the end an offer of ONE FREE NEW RELEASE, then quietly, when you rent another new release. Ho-hum.
Being an ad guy I analyze what has just happen to learn from this DM piece. I was tricked into opening the piece (good), but the only positive feeling I gained was that I did not owe any money. Was this letter left un-branded to lead me to believe it was some kind off credit card statement or something from Revenue Canada? Is this a good idea? And what is in it for me? A two for one coupon for a movie rental. Yeah I am gonna fold up this 8.5″ x 11″ sheet of paper and force it into my wallet right now. I think Blockbuster totally missed a chance to get me back into their store. Instead they have informed me that I’m not even worth one free rental to them.