Dan Ward tells a great story about a letter he got from Men's Wearhouse recently.
I bought stuff from Men's Warehouse in my more conservative years, and was always impressed with the level of personal attention. They, like many stores, take your personal information and sometimes send along a card to mark your birthday or some other calendrial event.
But that's the expected.
Here's the Surprise. As Dan explains it, the note he got was not one "by rote," but by Eddie, the guy who sold him his suit about a year ago Seems that Eddie read a story about Dan's new book in the local newspaper, recognized him as a client, and took the time to send him personal congrats.
THAT is true Pow! marketing.
Three things this all means:
- You know where Dan will be buying his next suit...and suits
- If Eddie doesn't get a raise or promotion, there is no justice in this world
- Most other businesses will explain why they possibly couldn't do this type of stuff, and go about their merry way underwhelming us all
Men's Wearhouse's stated biz philosophy is: "Building Community Within Companies and Organizations." After learning how Eddie treated Dan, you know this ain't just the usual corporate website jargon.
No wonder Men's Wearhouse is one of Fortune Magazine's 2007 100 Best Companies To Work For.