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Birchbox has a cascade of triggers to perpetuate the consumer relationship. The samples (and email campaigns) trigger her to buy (Birchbox sells consumer products online). Over 900,000 Reserve and National Guard troops have been mobilized to active duty status since 9/11/2001. Who doesn’t want to talk about that?
It was a sad story that pretty much went viral. When something major happens, such as the Boston Marathon bombings or 9/11, media are totally consumed. In September 2001, I was working on a credit card launch for a Canadian bank. So there was a happy ending … at least for the workers.
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