Sometimes there are moments that make me realize why I started to work in direct marketing. A few days ago I went to an optician to have my glasses repaired.
I handed them the glasses, they checked customer data and I was told to come back some days later to pick up the repaired item. Not even five minutes passed after leaving the store I received this short text message (translated and paraphrased):
Exclusively for YOU in April!
FREE spectacle frame (max. €99,90)
with your purchase of new glasses
at your XYZXY store until 04/30/2010.
This short text message = voucher
Clearly, turning in my spectacles for repair had triggered the text message. If my glasses hadn’t been a sad little backup set, I probably would have turned back checked out the glasses at their shop.