4/12/2022

Personalization v. Personal: A Story of Two Couples

Tim Moran

VP, Brand, PFL

Paola & Craig: Personalization

Paola: This weekend is Ryan’s friend’s birthday party. We met her at the park last week. Remember?

Craig: Yeah, I remember. She was really nice. What do you think we should get her?

Paola: Oh, I don’t know. We can stop at the liquor store on the way to the party and grab a nice bottle of wine, I guess.

Craig: That’s a good idea. I think “BottleBusters” is having a sale tomorrow. We’ll get a Chardonnay or something on sale. Everybody drinks white these days.

Paola: Perfect. I’ll pick up a card later while I’m out. Do you remember her name?

Craig: Um. . . Caitlyn, I think.

Paola: Good lord. Really? There are like 20 ways to spell that. Kaitlyn, Katlyn, Caitlynn, Katelyn, Kaitlynn. . . .

Craig: I think K-A-T-L-Y-N is the one I’ve seen the most. Let’s make the card out with that. I am sure she’s used to people getting the spelling of her name wrong.

Paola: I guess. We probably won’t see her again, anyway. We don’t even see Ryan all that much. It’ll be fine.

Mika & Kyle: Personal

Mika: This weekend is Ryan’s friend’s birthday party? We met her at the park last week. Remember?

Kyle: Yeah, I remember. She was really nice. What do you think we should get her?

Mika: Oh, Let me think . . . . I remember talking to her for a bit at the park and we hit on food. Turns out she really loves to cook.

Kyle: Then she probably loves wine. We could get her a nice bottle.

Mika: Funny thing, I asked her about wine and cooking and, it turns out, she doesn’t drink. So what about getting her that non-stick omelet pan I bought a few weeks ago. It’s really great, and it’s not all that expensive.

Kyle: Perfect. Order it online right away so we get it in time. I’ll pick up a card later while I’m out. Do you remember her name?

Mika: Yes, it’s Katelyn, like my niece, but she spells it K-A-T-E-L-Y-N. My niece spells it with a “C.”

Kyle: So we’re good, then. I’ll get the pan, you get the card and write something nice.

When Paola and Craig arrived with their fancily wrapped bottle of on-sale wine, Katelyn nodded a thank you and told them to put it on the table in the kitchen with the other wine bottles.

Mika and Kyle were invited the next weekend for a sumptuous brunch of omelets and croissants.

And that is how “Personal” beats “Personalization” every time, in every way.

‍

More Articles You Might Enjoy

Beauty Is in the Eye of the Receiver

All gifting is direct mail, but not all direct mail is gifting. So, what does a high-quality direct mail experience look like?

Learn More

Has Content Marketing Reached a Saturation Point? Part 2

Content Marketing is going to have to become a product in and of itself.

Learn More

From Ghosted to Engaged: Unearth the Power of Direct Mail for 'Wake the Dead' Campaigns

In the oversaturated world of digital marketing, it's easy for messages to get lost in the shadows of endless emails and notifications. That's why "wake the dead" campaigns have become a staple for marketers looking for creative ways to reengage with contacts who have gone silent. To successfully resurrect your leads, however, you’ll need to take a more hands-on approach.

Learn More

All Blogs