Why don’t we have loyal customers? This is a serious question which every business comes across when the going get though. It so happens that your answers are right in front of you, but you need look at the situation with a different perspective. Building customer loyalty should be a well planned process. However, I have outlined few quick fixes which may help you build some kind of rapport with your customer base.
- Tell customers about hidden benefits
- Communicate true savings
- Marketing through leftovers
1. Tell customers about hidden benefits
You might have acquired your customer few years back. Chances are that you might have increased your product offerings, bundled few products, or even improvised on your product. Now you assume that all your customers old and new are aware about these, but the truth is that they aren’t.
I suggest you undertake some initial internal research and come up with a customer segment that doesn’t use the popular features/products. There are great benefits your product offers that they have forgeten. The folks at my VOIP service provider must have recently realized this; their monthly invoice now includes a banner saying “Save your mobile bill – Make calls with your VIOP account on your Smartphone.” The VOIP product did not change – they just capitalized on an existing benefit that they weren’t telling customers about before.
The lesson: What’s new about your community, your industry, or your world that might have created a new demand for your existing product? Simple and useful messages rightly targeted will start building trust towards your brand.
2. Communicate true savings
It is advisable that your marketing messages are designed in such a way that it help your customers see more than the cost of your product. This can be achieved by showing them what they’re actually saving. A condom company in the US cleverly does this; they compare the cost of their condoms with items similar to fancy strollers, a year of nappies, or a new station wagon. By demonstrating the alternative costs to potential buyers, your product cost can swiftly seem like a good deal.
The lesson: If you can find a creative way to look at your prices from a different angle, you can probably help your customers do the same. This will help generate a positive image towards your brand.
3. Marketing through leftovers
You will be surprised that many of new products come from looking for the potential in your leftovers. Big businesses do this all time with their by-products, and you can join them. A great example is how a bakery franchisee gives away their leftover bread for charity to the local animal farm for them to use it to feed the animals, some franchise owners give it to the homeless. This is a simple program which ensures the bakery has fresh bread every day, but also makes the local community happy, and their employees also love it.
The lesson: Are you throwing away a great marketing tool? Keeping your local community on your side will keep your image shining. Do remember to include a small not in your newsletters about your giveaway story. Customers like this; this becomes a feel good factor linking it improved rapport.
Chintan is the Founder and Editor of Loyalty & Customers.
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