Reactivated by a Rear-View Mirror
In my November editor’s note, The power of interruption, I advise catalogers to start mailing again to grow via prospecting and reactivating lapsed customers.
Little did I know I when I wrote the column, I was about to be reactivated by a catalog mailing myself. Here’s how it happened.
My car has terrible rear view visibility thanks to a ridiculously small mirror and huge C-pillars, or rear-window corner supports. (I had to look these up online because I don’t know much about cars. Remember—I didn’t even know who Carroll Shelby was…)
Anyway, it’s annoying—and dangerous—not being able to see well out of your rear-view mirror. My plan was to someday have the dealer install a larger rear-view mirror but I never got around to it.
Then a Hammacher Schlemmer catalog arrives in the mail. I haven’t bought from Hammacher in years and was tempted to not even look at it. After all, this is not the year to contemplate items such extravagances as a personal oxygen bar or a voice-activated, motorized replica of R2-D2.
But I did have a look, and inside I found a “no blind spot” rear-view mirror that just clips on to your existing mirror. I bought it immediately. (Note: I did buy it online instead of calling the company like I usually do. I hope Hammacher Schlemmer has a good match-back program.)
Now, maybe I should have Googled “rear view mirrors” in the first place, but that never occurred to me. And even after finding Hammacher’s mirror, I probably could have looked online and found one for less.
But when the solution to a problem shows up in your mailbox from a company you know and trust, sometimes you just want to give them your business. I did, anyway.
And I am thrilled with my new rear-view mirror. The only problem is rear visibility is so good now that it’s tempting to keep looking back.
That’s no way to go through life—or drive a car. We all need to keep our eyes forward.
November 19th, 2009 at 3:30 pm
Melissa - Very thoughtful and thought-provoking post. We frequently need a clear view behind us to go safely forward with confidence. While the web satisfies desire, catalogs and direct mail still are the drivers of desire. I mean really, did you know he needed an electronic nose-hair clipper until you saw it in The Sharper Image?
Thank you for you insight, as usual!
November 19th, 2009 at 5:01 pm
Thanks Michelle–Good catalog merchants always know what we want (and need) before we do!