The other day my mom received a package in the mail from Ribnick Furs and passed it along to me to check out. Inside the gold foil packaging it came in was a flyer and one leather glove. Not a cheap, flimsy glove – but one that looked like it was taken right off of their rack. The flyer explained that this was their way of introducing my mom to Ribnick Furs and if she came into the store with this glove, she would get a match for free.
My first thought? Whoa, this must have been expensive to execute.
My second thought? This is a creative way to generate buzz around their store. Here you have people in the Twin Cities receiving unsolicited leather gloves from a high end retailer. It kind of reminds me of the “golden ticket” idea (especially because of the gold wrapping, of course): Not everyone is so lucky to receive one of these in the mail so you should feel special and see what Ribnick Furs is all about!
While I can’t knock them for coming up with a creative way to reach out to potential customers, I’m wondering if this was the smartest strategy coming from a public relations standpoint.
Minnesota is in the midst of one of its coldest winters. The homeless and those who cannot afford proper winter clothing are feeling the effects of this the most. As a luxury retailer with a budget to give away quality winter gloves to people who can probably afford to buy their own, I think they could have used this opportunity to better their name in the community. For example, how about instead of coming in to redeem your own pair of gloves, the redeemed pair would be donated to a charity that distributes winter necessities to those in need?
Just a thought.
Were you one of the selected to receive a free pair of gloves? How did you react? And you are you going to stop in to redeem their offer?
PR folks: What do you think about this? Smart? Not so smart? What would you have done differently, if anything?