Personal letters as effective marketing tools

Mobile technology, social communities and guerilla marketing is where recent attention has turned. As smart minds always advise, to stand out from the pack is to do something different, which can include a tactical throwback from the past: an effectively written letter on the finest engraved stationery, complete with a full-sized product sample – no miniature samples or plastic packets in sight.

I’m referring to a letter from John P. Esposito, President and CEO of Bacardi USA, introducing  Miami’s Luxury Marketing Council members to the company’s high end tequila, CORZO. In an easy to read one page letter, all of the brand’s key attributes were mentioned, the process making for the quality product and the story behind the bottle’s designer. Recipients were told this was sent to them in “the spirit of networking and fostering new relationships,” ultimately in the hopes of working together. In sum, short and sweet.

A good, old-fashioned letter is a rarity these days, especially one that’s well written, personally signed, and elegantly presented. It caught my attention, as well as others, who responded appropriately – with a personal letter. At a subsequent tequila tasting dinner in Miami, a topic of conversation among in-the-know marketing executives – you guessed it – the letter. Congratulations Bacardi.

To read more about CORZO, click here.