Get_The_Message!
- 1. Get The Message! A new tool for communicating engraved messaging ideas to the Things Remembered customer. M.Newcomer 5.2.2007 (developed from idea/proposal by S. Jackson)
- 3. The Concept PAINTCHIPS/ PEOPLE CHIPS TR salespeople will carry a tool similar to a paint chip display in a design/hardware store PHOTOS AND MESSAGES Each “chip” will feature a photograph of a different Gift Recipient on the front, and engraved messaging suggestions on the back GIFT RECIPIENT-FOCUSED Design/copy element will call out the Gift Recipient’s relationship or occasion (The Mother, The Graduate) SELECTION OF STYLES Messages will be organized by style/tone GET THE MESSAGE! Tool will be called the TR “Get the Message” book
- 4. The Gifted People Featured “people chips” Will include relationships as well as occasions Will be based on marketing data (who are our customers most frequently buying for?) Number of chips to be determined SAMPLE “CHIPS” The Spiritual Occasion The Brother The Partner The Sister The Associate The Friend The Graduate The Baby The Groom The Kids The Bride The Father The Grandparents The Mother
- 5. The Messages The message chips will need to be replaceable—updated to follow seasons, trends Chips will feature 4 different messaging styles Classic Contemporary Clever Quirky/Unconventional
- 6. Get the Message! Sample content for “People Chip” The Partner (or The Significant Other) Is your partner… Classic? Our love is timeless Contemporary? I heart you Clever? You had me at I do! Quirky or Unconventional? I wrote a love story. Guess what? You’re in it.
- 7. More on Messaging Number of messages per style will be determined based on size of tool Most purchased for gift recipients may require several “chips” to offer enough choice in messaging Will need to determine the equivalent tool for the web.
- 8. Including the Field Teammates in the field are connected to TR messaging and need a way to offer their suggestions/favorites We can place a small “chalkboard” or sign holder at the cashwrap for employees to share their best messages (similar to bookstore “employee picks). Will change daily or weekly.
- 9. Get the Message ! Marketing Support Get the Message! will need marketing support to create customer awareness. Ideas are… Employee button program (ask me about…) Sign toppers (Remember to Get the Message!) Shelf talkers
- 10. Things to Consider Would it be effective to have mini-message books for Wedding and Business? A separate wedding tool could also be used to remind shoppers to buy for wedding party, flower girl, ushers, religious official, etc. A separate business tool could be used to call out the many business occasions; New job, promotion, retirement, recognition, etc.
- 11. Next Steps Determine optimal number of people chips (Essential relationships, occasions) Determine optimal number of messages per message style Write messages Work with Stern to develop prototype Test the tool
- 12. Get the Message!