The Inox Box

Last week, we had another of our Constant Contact Guide to Email Marketing book launch events. This one was in Washington, D.C., at the Inox Restaurant in Tysons Corner. It was a terrific event where we got to spend some quality time with more than 70 customers and business partners.

After the event, we (the Constant Contact contingent) retired to the main dining room of Inox for dinner. The dinner was outstanding, and as a bonus, I saw in action one of the best ways for a restaurant to make the dining experience extend beyond the restaurant.

As we were getting ready to leave, Jonathan, the owner, stopped by and handed each of us a small rectangular box that contained two gooey cinnamon buns for us to enjoy the next morning for breakfast. Not only was it a great way to send us off at the end of the evening, but it also reminded us the next morning of just how great that experience had been.

The only suggestion we gave to Jonathan — and one I’ll give to you if you have a similar business practice — was that he should add a note on the box that offered the recipe for the cinnamon buns (and more) to anyone who signs up for the restaurant’s mailing list. That way, Inox can stay in touch and can encourage diners to come back again when they have a hunger for another cinnamon bun or any of the other great food items on the menu.

And that’s how Inox used a box to make a lasting connection.