Message & Media: Let the Good Times Roll
Tip: Looking for unusual holidays or events to celebrate that are guaranteed to capture more attention? Check out "Chase's Calendar of Events, 2011 Edition: The Ultimate Go-to Guide for Special Days, Weeks and Months." This book is "the world's authoritative guide to special occurrences, holidays, anniversaries, celebrity birthdates, religious observances, and sporting events." You'll be amazed at the ideas it generates. Did you know July is National Blueberry Month? Or Aug. 6 is National Fresh Breath Day? If you're a dentist or mouthwash manufacturer, the latter definitely needs to be on your marketing radar.
• Welcome! Welcome is a powerful word—right up there with free and thanks. When someone signs up for your e-newsletter, send a welcoming email. Celebrate new customers and clients by sending them welcome notes, letters or postcards. Include an incentive to make a second purchase. Remember, your first-time buyers are actually first-time triers. A true customer relationship is established with the second purchase.
• Milestones. Have you just served your 100th pizza? Is your one millionth customer about to walk through the door? Are you now making deliveries on all seven continents? Make the most of your milestones by weaving them into all your customer communications, including your blog, on Twitter, even in your package and statement inserts. It's called, "the bandwagon effect." People love to jump on the bandwagon and be a part of the "in" crowd.
Celebrations are positive, uplifting reasons to stay in touch with your customers and clients. Use them to your marketing advantage.