This is a page from the packet I FedEx’ed to Magellan’s on July 6, 2010:
Suggestions for the business
#1 – EARPLUGS AS A GATEWAY DRUG
The goal:
Get more repeat business, tighten our relationship with the customer, and maybe sell more noise-reducing headphones in the process.
Why:
Well, because we make more money when we get repeat business, right?
My suggestion:
A WOM tool mockup
The total cost of this packet will be $0.25 per piece, max.
Measuring ROI:
Measure ROI by including a coupon code for future purchases, so you can monitor the conversion rate for the outgoing packets.
Based on my own experience with tools like this, 10% of the outgoing packets will lead to repeat orders, meaning an order acquisition cost of $2.50.
Side benefits:
This small gesture (a free gift in every package) will pay dividends in customer goodwill for years.
See more at mattkrause.com/headphones
The contents of the FedEx packet:
Section 1:
Letter to Mark Gallo
Section 2:
My qualifications
I will do much more for you, too
Cover letter to Alyssa Baris
My resume
References
What others say
Section 3:
Earplugs as a gateway drug
Improving the newsletter
Stealing an idea from Zappos
Section 4:
Three reasons why I want to work at Magellan’s
I love travel
I love multi-channel retailing
I love Santa Barbara
The clincher
Section 5:
Activity log