CLIENT COMMUNICATIONS CREATE GOODWILL
A study commissioned by Good Housekeeping magazine concluded that the 'Decade of Glitz and Greed' has given way to the 'Decade of Decency.' Key points of this presentation were summarized as follows:
HOW CORPORATIONS CAN MAINTAIN A 'GOOD HOUSE' IN THE DECENCY DECADE
Corporate-Related
- Be committed to social responsibility. Establish a corporate set of values.
- Develop a caring approach toward employees. Provide upward mobility, re-education, childcare, and career flexibility.
- Develop community-outreach programs.
Product-Related
- Develop consumer trust. Promote products that satisfy real needs and provide reliable information.
- Help solve environmental problems. Encompass all aspects, from manufacturing to marketing to the product's disposal.
- Communicate directly to the consumer with honesty, responsiveness, and respect.
In keeping with this philosophy, our LETTER OF THE MONTH features a unique gift-certificate card beautifully designed by Earth Plan, makers of Earth-sensitive products, based in Sherman Oaks, California. The card entitles the recipient to a plant-it-yourself 'Tree-Starter Kit' (or, alternatively, to a tree planted in his or her name in a South American rain forest).
Because we're an industry that does more than its fair share of 'paper guzzling,' giving back a tree to your community is a particularly suitable gift. Let's face it . . . part of our job as marketers is to counteract the negative perception the public holds about insurance. (It's gotten so bad that a recent article about insurance in the New York Times carried the headline, 'Coping In Industries The Public Hates'!
Here are some copy ideas for messages to include in the 'Gift of A Tree' card . . . for a variety of purposes.
Thanks for the Referral
One good turn deserves another! Please accept this 'Gift of a Tree' from us for being so kind as to refer ______________________________ to our agency.
Thank You for Your Business
As part of an industry that must consume a tremendous amount of paper to make sure our customers are fully protected, our agency makes a point of giving something back to our forest with every new customer we serve. Please accept this 'Gift of A Tree' in heartfelt thanks for becoming a client of our agency. * Trees give so much. They provide oxygen, clean the air by absorbing odors and pollution, and help reduce the Greenhouse Effect. They produce food, provide a habitat for wildlife, beautify, prevent soil erosion, and provide creative and spiritual inspiration.
All tree-plantings in the Lacondon Rain Forest are professionally managed by Na-Bolom, a non-profit environmental institute which has supported the preservation of this Rain Forest for over 50 years.
Happy Birthday
Plant this tree as a symbol of your ever-growing assets and wisdom. Happy Birthday to you from all of us!
Thank You for Being a Valued Customer for 10 Years
We insure your future; we also see it as part of our job to insure our planet's health. Because we've had to use a good amount of paper in providing you with insurance, we thought it only fitting to give you this 'Gift of a Tree' to help replenish our forest. Thanks for doing business with us!