It probably started with a marketing consultant trying to create a consumer campaign. We like marketing. Marketing allows us to justify a multitude of sins, from buying items we may not need to vacations we can't afford. Marketing also guides in the wise purchases we make. Everything we do is influenced to some degree by marketing.
Many firms feel that marketing stops when the sale is consummated.
Keep your name and company in their mind. All of these efforts are aimed at keeping existing customers. This is marketing. The more repeat business you can derive from your existing customer base the greater your profit potential.