There is something seriously lacking about birthdays as you age. First of all, you’re aging. That in itself seems cruel enough, but to add insult to injury, birthdays come with many unhappy greetings. Growing up, I’d look forward to checking my mailbox for birthday cards from farflung friends and relatives. This year, I heard from my GP that it was time for my pap. I heard from my dentist that it was time for my cleaning. I heard from my eye doctor that I needed to come see him, too.
And then there’s the government. They love to contact me around my birthday. First, to remind me that I have to spend one of my lunch hours (and then some) lining up for a new health card. I also have to send in pages and pages of forms for new health cards for my children (heaven forbid they simplify it and allow me to do both at once!). Then MTO sends me a birthday note to tell me that I owe them $85 a visit for a new photo for my drivers license. (I’ve been one of the very few who has loved her drivers license photo for the last five years. This year…not so much. The photo was taken on day three of my neck strain when I hadn’t slept in two nights or showered in two days. Ugh).
However, my birthday this year came with a silver lining thanks to a new trend I’m seeing with some of my favourite retailers. Early in the month, I got a letter from my favourite local spa letting me know that the next time I’m in for a massage they’ll throw in a paraffin treatment to celebrate my special day. Lovely.
The following week I got an e-mail from Aveda advising me that when I visit their store during my birthday month I’ll be entitled to a cup of tea (mmmm…comforting tea), a hand massage, a lip colour refresher and a ten dollar gift card as their “birthday gift to me”. Nice.
Finally, the first e-mail I opened on my birthday (with the teasing subject line “Open Us First”) was from Sephora. Their birthday greeting invited me into the store for a free birthday gift. Skeptical, I wandered over on my lunch to be handed a lovely gift box with three free lip glosses. Wow!
So for a few days around my birthday I was made to feel special by the retailers with whom I’ve shared my address and e-mail, and I have to say it’s made me feel very kindly towards them. I believe at heart we’re all kids who want to be surprised and spoiled on our birthdays. I’ve mentioned these programs to many of my friends, and I know that’s the kind of word of mouth marketing that is invaluable. It’s also created a serious loyalty program.
So don’t be so quick to turn down your favourite retailer’s request for your address or e-mail addy…you never know when or what you’ll hear from them!
Happy Birthday!! I am definitely signing up at Aveda & Sephora!!
Happy B-Day, Jen! I’m in the Aveda and Sephora birthday clubs, too. This May will be the BIG ONE for me, so I’m planning on taking up ALL the offers. I love the Aveda tea, but a paraffin treatment? Now THAT’S a treat!
Happy Birthday, Jen! I’m definitely signing up at Sephora – a box of 3 lipglosses?! I’m in.