Last night, meeting Simon Darwell-Taylor, we were discussing previous lives and talking about his time at The Creative Greenhouse with Body Shop. One tactic he used was to send out cassette tapes, full of great content – but only on one side. There was encouragement for the customers to use the blank side to record their own contribution to the story. Of course some did and sent them back to the company. Not a lot, but the urge to create and add to the brand was definitely there. enough so that they posted a physical object
Today, the web makes it all a lot easier, with few barriers to creating things and sending them onto the company. But it’s still tapping into the same behaviours as when people posted letter and objects to the company so they could enter into a dialogue.
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