One of my first projects after graduating college was marketing a program where the low hanging fruit was just fixing the processes for responding to people that were interested.
They’d see the program on a poster, call up and ask for information. Since there wasn’t really anything to send out yet to people wanting more information, they got mailed… a poster.
Not every project I’ve worked on has required a rocket scientist to leave better off.
I was brought back nearly two decades to the project when I checked my mailbox today and found a thank you gift in the mail from the Citi Executive / AAdvantage Card.
This is the premium American AAdvantage co-brand card from Citibank. It comes with Admirals Club membership and lets you earn 10,000 elite qualifying miles after $40,000 spend in a year.
So what gift did they send?
As a ‘special thank you for loyalty’ they’ve given me two one-day passes to any Admirals Club lounge.
Don’t they know I already have club membership? After all, I receive that as a benefit of the card.
This is all good, I’ll find someone to give away the passes to. In fact, they could have made this mailing a win by simply changing the marketing copy:
We appreciate your loyalty as a Citi Executive cardmember and you know how valuable lounge access can be — as a place to escape the bustle of the airport, to have a shower after an overnight flight, or to find assistance from helpful agents when flight plans go wrong. We’d love to let you share that benefit with a friend or family member. Please accept these two lounge passes as a token of our appreciation!
Instead I get probably the strangest gift since a hotel booking site sent me a hammock at Christmas (I wouldn’t need a hammock if I were booking a room through their site, since I’d have a bed) or the time Microsoft gave me a branded pen, stapler, and note pad (for when my copy of Microsoft Word stops working?).
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