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Hi, I’m Kevin Coupe and this is MorningNewsBeat Radio, brought to you by Webstop, your first stop for retail website design services.

I got an email from The Container Store the other day that I thought was the very model of how to create a relevant promotional campaign that simply invited the reader to find out more about what the company has to offer.

First of all – and this is important in view of some of the other discussions we’ve been having on MorningNewsBeat this week – I gave The Container Store my email address, and with it permission to get in touch with me. That’s critical to the goal of getting attention, since The Container Store already has established itself in my mind as offering a compelling, differentiated shopping experience and worth paying attention to.

The big win for the campaign had to do with the theme and execution. They didn’t hide the pitch – “Shop Our Tax Time Sale,” the email said, and that certainly was a relevant thing to say about a month before I have to file my federal and state income tax forms.

And here’s what was really smart – The Container Store also offered a series of organization tips designed to help one do this year’s taxes and even start preparing for next year’s. Now, I’m fairly confident in my tax preparers – the deadly combination of Mrs. Content Guy and Turbo Tax software – but I still clicked through to The Container Store’s site to see if I could get any ideas. Which I did, and not just for tax organization.

The key was that the pitch didn’t insult my intelligence, and then offered relevant ideas that were connected to purchase opportunities. And not only were the ideas relevant, but The Container Store was making itself relevant. The price of the items it was selling almost didn’t matter. The quality of the ideas was what made the campaign work.

I get too many circulars, FSIs and other kinds of snail mail and email that talk about price instead of talking about ideas. I don’t mean to suggest that price should be ignored. Far from it. But I believe fervently in the power of inspiration and aspiration, and that a savvy, relevant retailer can use these things to engage and compel the consumer.

And maybe even make some money.

For MorningNewsBeat Radio, I’m Kevin Coupe.
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