Post-Event: Direct Mail Letter

CLIENT: Tiffany & Co., U.S. based luxury retailer.

CHALLENGE: To set the stage for a successful post-event relationship for resulting and/or future sales after a major event weekend of activities.

SOLUTION: I worked with the Creative team to cultivate a “Farewell Letter” to mail to guests at home after the last event or delivered to hotel rooms to find in-room upon returning from the last event. This was crafted as a thank you letter with a gift, as part of the Decision Stage of the customer’s journey.

This direct mail letter’s tone was full of gratitude, thoughtfulness, emphasized heritage that is synonymous with luxury writing with words like “memento” and “commemorate,” and exclusivity, noting a “personally signed” gift.

The end effect is that this helped to continue the conversation between guests and their sales contact.