Marketing's mission is to somehow change a customer's behavior. We try many things to affect that behavior: advertising, email, search, events, webinars... and the list goes on and on.


And in tough economic times the opportunity to affect customer behavior is exceptionally acute, especially when it comes to existing loyal customers.
So check out this email I got from a major hotel chain about my loyalty card with them, it went something like this –

Dear Mr. Dunay
We miss you! We noticed there hasn't been any activity on your Hotel Loyalty card for 9 months and in order to keep your Hotel Loyalty card you must maintain activity at least once in a 12 month period. If we don't see any activity in the next 3 months we will cancel your card and you will forfeit your points.
Signed the SVP of Customer Loyalty

Wow! .... what a heartfelt letter. I miss you too.
In a split second I felt just like Jeff Jarvis when he first got angry about Dell.
My actions .... Immediately spent all my points on a gift for my son, called their hotline and cancelled my card and emailed the SVP of Customer Loyalty to tell him .... I won't be coming back even when the economic climate gets better.
The hotel permanently changed my behavior AGAINST them .... way to go SVP of Customer Loyalty and thanks for the clock radio for my son!