Thanks to some terrific customer relationship management (CRM) software, I’ve learned that patriotic, World War II era-theme American Girl doll, Molly McIntire® and her best friend, Emily, are moving to the American Girl ArchivesTM.
Though Molly has been around since 1986, she’s only been part of our family for about six years. Somewhere along the line, we splurged and bought her a party dress and a pair of pajamas. A girl needs more than the same blue skirt and sweater in which she arrived, after all. Then, finally, about three years ago, we made a trip to the AG salon in downtown Chicago to get Molly’s hair re-braided.
And now, we’re in the American Girl CRM database.
CMR is a model for managing a company’s interactions with current (and future) customers. It involves using technology to organize, automate, and synchronize sales, marketing, customer service and technical support. And to American Girl’s credit, they’re doing a great job of using their collected information wisely and correctly.
Somewhat sadly, we haven’t played with Molly (or her bitty baby sisters) for years. Yet after receiving the letter from American Girl telling us of Molly’s departure from the period dolls line, we were quick to hop on americangirl.com and snap up a few other items from the Molly collection that were also biting the dust.
The American Girl brand does it right when it comes to marketing. Not only are the dolls and the dolls’ stories well-researched, they know a lot about their customers, even after just three encounters with the company.
As we bid Molly a fond farewell we’re reminded (in the letter) that her story lives on and that we can continue to find books about Molly’s adventures online and at booksellers nationwide. Now that’s good marketing.
Jackie Costa is the director of content marketing at Clear Verve and works with clients to communication more clearly and create smarter, better marketing materials. Listen for her on Twitter as @JackieMCosta.