"Happy Birthday" as a Marketing Ploy

"Happy Birthday" as a Marketing Ploy

Half-Century Stan!
Usagi and Me

In recent years, as user-centric metrics and targeted marketing have grown, it’s become pretty common for me to get a dozen or more birthday wishes from companies that I’ve patronized in the past (sometimes only once and YEARS in the past). I’m okay with this. If a company wants to spend some of its time, energy, and budget on wishing me well, I’ll take it.
In fact, many of the emails, texts, and FB messages I received from companies yesterday came with “presents” … coupons or “birthday discounts” or other special offers to entice me to “treat myself” to the company’s wares as part of my celebration. Again, fair enough. A coupon is a coupon, and they do represent some (often small) savings.
What gets me, though, are the emails (and in one case, a hand-written physical birthday card) I got from companies that wished me well, offered me no coupon or discount, and suggested that it’d be a “treat” for me to patronize them in honor of my birthday.
Seriously?!?
I just don’t understand the thought process behind that. What marketing genius thought that “Happy birthday, please give us some money!” was a winning program?
Now, I like some of these companies, and I WILL continue to patronize them. But I sure as heck do not feel like they were in any way “honoring” me by giving me the hard-sell on my birthday.

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