On paper, I should love web 2.0 travel service Dopplr. In reality, I never got in the habit of using it to track and broadcast my travels.
So when I got my personal annual report today, it looked like this:
It has bookended trips to Berlin and Argentina, and then a big old gap in the middle where Vancouver and about twelve trips to Amsterdam should be.
The first thing I thought upon seeing it was “Sweet piece of personalized info-porn. Nice one Dopplr. But I wish I’d entered in all my trips through the year so it would look as cool as it should.”
What I love is that instead of sending me a selfish and spam-like reminder that I haven’t used Dopplr in a while, they’ve created something valuable that both reminds me that it’s a cool service and motivates me to use it this year. How good is that?
And if you did use Dopplr this year, then this is a nice bonus that reinforces why you use it in the first place, and makes it n times more likely you’ll use it again next year, with your 2009 annual report in mind.
That’s a good day’s work right there, but on top of that these personal annual reports are likely to be shared and printed and generally used as social currency by a decent percentage of their audience, and thus spreading the Dopplr gospel on their behalf.
It’s a great example of how using providing value to customers can be the best type of marketing. This does so many things an ad could never do.
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