As we plan our marketing strategies, we generally think of content as something we deliver before the sale as a means of generating leads, attracting interest, building communites, yadda, yadda, yadda.
But what about after the sale? Or within its fulfillment? As in delivering quality content when you deliver the goods?
That’s exactly what Sugru does when it fills its orders. Sugru is this incredibly neat, nerd-tingling, air-curing rubber compound that can stick to just about every surface, be shaped into just about anything you like, and cures within 24 hours to a water-resistant, flexible solid.
Now I, myself, am not a nerd, but I know some nerds…
OK, I’m a nerd. So I ordered some Sugru. Less than a week later, I got a nice little surprise with my packets of Sugru: a 7 Steps to Becoming a Sugru Guru booklet.
When I opened the booklet I thought to myself: this is so freaking smart. Now the idea is nothing new — after all, Kraft and General Mills and the like have been offering recipes for years as a means of stimulating demand while increasing customer satisfaction. But Sugru has gone the extra mile with its content execution. Here’s what I admire about the booklet:
- The medium is the message — the friendly, frolicky graphic design mirrors the promise of the product: using Sugru is easy and fun.
- The booklet is brief, yet loaded with simple, practical tips that make success (and therefore satisfaction) more likely.
- The booklet’s 7th and final tip encourages deeper engagement — users are invited to enter pictures of their projects into a monthly contest with neat prizes.
Good stuff, right? If you’re delivering products to consumers, perhaps you should be packing it with some content, too.