Creative Corner: Lose the Attitude
So we poked around their databases and found thousands of customers who had once made large purchases but seem to have defected. When we reactivate these folks, our clients will make some pretty nice profits.
It’s also a nice idea to remind people what they bought for whom last holiday season, or Valentine’s Day, Secretary’s Day, etc.
Nice is sending a gift. Think about interesting, creative personal gifts for your customers this year. Whether you have 10 or 10 million, it’s good to stay in touch with them, remember birthdays and send a small gift with the customer’s purchase.
Special gifts are rare, and they can make you and your company memorable to your customer. Years ago, our creative director, Mike McCormick, bought one of the first Ford Explorers, and a few months later UPS dropped off a huge package for him. Inside the package was a thank-you letter from Ford and two director’s chairs folded in a duffel bag. Mike was so impressed that he talked about those chairs and the power of a “surprise and delight” gift in at least 12 speeches. I wonder how many people were influenced to buy an Explorer from all that buzz? I know Mike bought another Explorer.
Words of Wisdom My Dad Actually Meant to Say
1. Try to sound like you are a real human being in all your written communications. If people like you in the mail, they’ll buy from you. I call it Friendship Branding in my book “Customers for Keeps.”
2. Consider how your Web site can be easier for your customers to use. Every time I go to a site and have trouble ordering, I leave. And that happens a lot. So, try it yourself.
3. Remember your customer is key to your business. In a recent column, I wrote about a dry cleaner that offered 20 percent off the cost of dry cleaning for new customers only! I brought in lots of clothes, but there was no discount for me. I drove by that dry cleaner the other day and noticed it had closed.