Friday, March 27, 2015

Customer Retention Using Marketing Joy

Let’s start with a statistic that should really make you think.  Studies show that 69% of customers that leave you (as a customer, donor, supporter, etc.) will do so because of “perceived indifference.”  They will leave you because they simply don’t think you care.  Seriously, think about that.  Nearly 7 out of ten lost customers come down to the fact that you didn’t show them that you gave a crap about them.
This statistic both frightens and excites me.
On one hand, it means that my customers could leave me because I have just been careless and lazy.  It means that if I am not careful, my competitors could swoop in and take my revenue…just by caring more!  Am I doing enough to show customers (regularly) that I do sincerely appreciate their business?  Are you?  That can be scary.
On the other hand, it is an entirely fixable (and improvable) situation.  If I am not doing enough to show them, I can fix it!  It is totally within my power to do so.  That’s a good thing.  I don’t have to wait for some cosmic shift in the economy, or some other outside force to change.  I can do it all by myself.  I just need to care more!
On the third hand (is that even possible?) I see this as an opportunity.  It means likely that most businesses are NOT caring enough about their current customers.  That means I (and now you) can create systems that allow you to gain market share…through caring! 
How cool is that?
So how do we do it?  Let’s talk about some very concrete ways to make sure your customers know they are appreciated.
Send Cards
 It’s funny.  Sometimes the things that make a big difference in your customer’s eyes are the simplest.  Send your customers a card on their birthday.  Send them thank you cards for their business.  Send them a holiday card.  Send them a thanksgiving card.  Most people open their mail standing over the trash can, because all we get are bills and junk mail.  A heart felt thank you card really stands out. 
The reason most people don’t send out cards regularly is they lack a system.  Let’s face it; most of us have good intentions.  But those intentions go out the window when we can’t find the right kind of card, or we can’t find a stamp, or we don’t have the person’s address.  We need to schedule a specific time each day (or week) that we send out cards. 
One of my favorite practices is to try to create a reason to send out at least one thank you card each day.  Sometimes it will be for a purchase that a customer made.  Sometimes it will be just because someone helped you.  It’s a fantastic practice. 
Two things will happen.  First, your customers will NEVER think you don’t appreciate them.  And second, you will have a better attitude about life.  If you spend every day trying to find something to be thankful for—guess what—you will become more grateful.  That’s not a bad side benefit for doing something to help you increase your business!
Quarterly Thank You Program
If you are like most businesses, you have 20% of your customers or clients that produce 80% of your sales.  It’s not a universal rule, but it is surprising how often it is true.  So those 20% are the clients you REALLY want to show that you care.  So in addition to sending them a birthday card, a thanksgiving card and thank you cards, you want to reach out and “touch” them at least once a quarter. 
So establish yourself a budget.  How much are you willing to spend over the course of a year in order to say “thank you” to these top clients?  Remember, these are your bread and butter.  This is probably not the time to go cheap.  This number will be different for every business, but in my experience, you don’t have to break the bank. 
Got it? 
Now just for argument sake, let’s assume this number is $100 per year.  You are willing to spend $100 over the course of a year to say thank you to these top clients.  Now just divide that number by 4.  So you have $25 per quarter to get some sort of gift to give to these clients.  This is more than just a gesture.  This promotional gift will not only show your appreciation for them.  It will also showcase your logo and remind them each and every time they use the gift that you are a great company to work with!
Now just tailor the gifts to your audience.  You are now touching these clients 4 more times a year with a great tangible piece of appreciation. 
How does this work?  Let’s give you an example.  Let’s say you are an insurance agent that has a wide variety of customers.  You have business professionals, farmers, families and more.  This diverse group of customers gives you an idea of things you do and don’t want to give.  So your quarterly gifts might look like this:
Quarter 1:  Roadside Safety Flashlight.  This makes sense because you are not only promoting your brand, but you are showing you care about your client on the road.
Quarter 2:  High End Travel Mug and Cooler Bag.  This is a cool combo because your clients might be thinking of vacations or road trips for the warmer months.  Great way to remind them that you are with them through the miles and smiles! 
Quarter 3:  BBQ Set.  At this point they will be in barbecue season with tailgating just around the corner. 
Quarter 4:  Executive Calendar and Tumbler.  These two gifts are sure to stand out in the office and the home. 
Obviously these are just a few ideas to get you thinking.  There are thousands and thousands of options.  But these are some cool things that transcend generations and gender. 
*Also, here’s a quick tip to make this easier for you.  Get with your promotional products consultant and tell them your plans.  Then see if you can order all of these at once.  Ask to see if they will ship them about a month before you need them.  This will allow you to budget a bit.  And it will “poof” create a reminder system so you remember it’s time to say “thanks” again to your clients.  When the boxes arrive it’s time to start!
There are lots of ways to thank your clients.  These are just two.  Feel free to get creative and have some fun thanking your customers.  You will be glad you did!

Sunday, March 22, 2015

Last Week at HMC 3/15 - 3/21

March Madness is in full swing on the court and the madness is at Hasseman Marketing too!  Here is a quick list of the cool activity that happened last week!

Don't Argue with Non-Believers:  There are people who will love what you do.  Some won't buy it at all.  Don't argue with the second group.  It's not worth it.  Here's why.

The Way NOT To Earn Business:  How do you earn more business from your clients?  Here is a way NOT to do it.  

Winning Cures Everything...Or Does it?  If you follow sports you have heard the term "Winning Cures Everything!"  Sometimes we feel the same way about sales for a business.  But more sales doesn't cure everything.

Weekly Word:  If you want to be a writer, you have to write every day.  Whatever you want to be great at, you have to do Daily. 

Delivering Marketing Joy:  That's right!  It's time for a new Edition of Delivering Marketing Joy.  This week we meet up with Promotional Industry Hall of Famer Paul Kiewiet.  It's a great episode and it's right here.

The Power of Calendars:  Want an advertising tool that is targeted, cost-effective and powerful?  Of course you do.  Check out this discussion about the power of Calendar Advertising...and why YOU should be using them.

Improve Brain Function:  Want to have a better brain?  Duh.  Of course you do.  Here are three quick ways to improve your brain...and you can make it happen!

What do you think?  Which of these was most impactful to you?

Sunday, March 15, 2015

Last Week at HMC 3/8 - 3/14

We are back at it at Hasseman Marketing!  Here is another week of hustle.

Not Their Job:  Want a better job?  A better company?  A better community?  Then do something about it!  Stop waiting for "they" to do it.  It's not their job.

Weekly Word:  This week we take a look at the word Focus!  The fact is, in life you get what you focus your energy and attention on.  Check out that video here.

Online 18:  So if you ever wonder to yourself, "Does all this hustle even matter?  Does anyone notice?"  The answer is yes...and yes.  Kirby was recognized as one of the 18 biggest influencers in the promotional products industry.  Thanks Dale Denham for putting together this list! 

Delivering Marketing Joy:  In this week's episode of Delivering Marketing Joy we get to talk to Ted Rubin.  Ted is one of the top 50 Social Media Influencers (according to Forbes) and he has a LOT of great information here.  You will want to spend the time to check that out!

Choose Yourself:  In response to being named to the Online 18, Kirby shares some thoughts about the honor here...and why you should choose yourself.

The Thing About Trolls:  But here's the thing.  If you do put yourself out there, there will sometimes be Trolls that try to tear you down.  Here are some thoughts about them...and why you should do it anyway. 

Bonus Video:  And just in case that isn't enough, here is a new video that we are sharing here first!  Check out why Kirby thinks you should NOT argue with people who don't believe in your organization, or industry or product.  What do YOU think?