Charity auction gift bag idea: How a shoe purchase inspired a new delivery method
I bought a pair of fierce shoes at Shoe Woo and got a marketing message AFTER I got home.
I bet you’ve got a great story about poor customer service. (Don’t we all?)
But have you noticed how some companies are getting creative in making their customer’s feel extra-special, after they purchase the product? It’s a step beyond service designed to leave a positive, lasting impression.
I want to share one tip with you that falls into this realm.
This is a clever corporate marketing technique that can be adapted to your charity auction to ensure your gala leaves a warm, lasting impression in the minds of your auction guests.
To set this up, here are two examples from my old stomping grounds of corporate marketing.
Story #1
I bought a pair of shoes at Shoe Woo. When I got a home and took the shoes out of the bag, a marketing message greeted me on the bottom of the bag: “You’ve been WOOed!”
I didn’t expect that at the bottom of the bag. It was clever, and I couldn’t help but smile.
Story #2
While attending a sales-related conference last year, I heard Suzanne Falter-Barnes speak. She told about a similar experience. She had purchased a jacket from an outdoor apparel company.
The first time she wore the jacket, she put her hand inside the pocket and felt a small piece of paper. She pulled it out, fully expecting the slip of paper to read, “INSPECTED BY 342576.”
Instead it said, “You are a goddess!”
A marketing message, at the BOTTOM of the bag.
Well shucks, a …a … a goddess. (Betcha like the sound of that! 
)
She didn’t expect it, and thought it was clever.
Key point #1: Both of these ideas were inexpensive.
Shoe Woo has to print bags anyway. The outdoor apparel company has to package those coats for shipping anyway. Adding a message to the bag, or slipping in a piece of paper in the pocket, are minor tasks.
But they leave a cool impression.
Key point #2: It was a surprise.
Instead of giving guests your auction gift bag in a predictable way at the end of the night, what if the contents of that gift bag were delivered in a different way?
And this leads me to my charity auction point.
Although I am not a big fan of gift bags per se, I do understand why some groups have them.
As I think about my some of my recent charity auctions which gave gift bags to guests, each auction gala was held in a hotel which required guests to valet their vehicle.
- Guests at a Four Seasons gala received a gift bag with make-up and coupons.
- Guests at the Ritz Carlton gala received a farmer-type cap.
- Guests at the Intercontinental Hotel received a holiday tree ornament.
To carry this corporate marketing concept through to your charity auction gala, why not put the gift bag in the car?
The valet has the responsibility of leaving the gift bag in the car, one per vehicle. That’s easy.
Although I’ve not seen this idea used at a benefit auction, I personally have been the recipient of the tactic.
A few years ago when I was still working in corporate marketing, I attended the opening of Fairmont’s Gold level in Washington, D.C. At the end of the night, the valet brought me my car.
As I was driving away, I noticed the valet had left a lovely wine opener with a bow sitting in my cup holder.
I was so excited to get home! I wanted to take a closer look. The experience of the evening lingered with me beyond me leaving the party.
What can you do to ensure your charity auction lingers in your guest’s minds?
Before you leave … don’t forget to claim your Auction Item Guide. It’s my FREE gift to you for visiting and makes your auction procurement oh-so-much-more-fun.
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Comments
What a great idea! special little gifts to help your event “linger” in your guest’s mind. Sherry, you’re so full of original and such cool ideas! thanks!
Merci beaucoup, Gail.
Fun suggestions for ways to remind our supporters that they DO matter to us. That we “notice” them…or as the Zulu greeting, “Sawubona” says, “I see you.”
Sherry,
Your post has challenged me to keep thinking up small but memorable ways that organizations can bring a smile to the face of their supporters. Thanks for this.
Gayle
Customer/client care is an art form that requires deliberate, consistent effort. Great ideas…
Great new twist!
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