How to Secretly Hack Kate Spade's Marketing Genius

My love for Kate Spade started with their classic, utilitarian, colorful handbag, but more recently I’m equally impressed with their level of customer service. I was shopping in the Queenstown, MD Outlet in search of an everyday bag. Not only was the sales executive superior in finding me exactly what I wanted (that also happened to be 40% off), 3 weeks later I received a playful, hand written, thank you note (on Kate Spade stationery). Sure, I’ve received thank you cards from a company, but typically my purchase was more than $100. I was instantly flattered by how thoughtful the follow-up was. It reminded me of the power behind branding and customer service.

Here’s why:

1. A hand written note speaks to a culture that is grateful. I’d find it hard to believe that the sales executive who sent me the note wasn’t passionate about the brand and company. Working with a team of people who are passionate about a service or product is like a ripple effect, and can send good energy to all that it touches.

2. Free advertising for Kate Spade. I was so impressed with the gesture I gave them a shout out on Instagram with #katespade. Companies pay thousands of dollars for advertising, and here I’m doing it for them for free. Listening to what buyers are saying on media platforms can be an additional promotional tool.

3. Word of mouth marketing. Not only do I give an online promotion, it also has me talking to friends about the company. These conversations lead to talking about the awesome product, elite customer service, oh and the huge online clearance that is happening right now. This absolutely drove people in my network to the website, and I’m guessing its resulted in at least 1 purchase. Again, free marketing.

4. Repeat buyer. I will absolutely shop in that store again.

If companies can consistently be recognized for remarkable customer service, automatically the brand takes on positive branding. Positive branding leads to interest, and interest leads to sales. What can your company do to have a similar effect like Kate Spade?