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Customer Appreciation Strategy.
Gratitude Game Plan. Building a Loyal Customer Base via an Integrated Approach. Buzzwords have built a layer of complexity around a concept that has been ingrained in us since we were too small to reach the cookie jar. Corporations and online training programs for businesses have draped an elusive veil over an idea that we were raised to innately understand. Let’s peel back the layers and skip the catch phrases. Our message is simple: Say “Thank You.” Why? So we’re on the same page – it’s important to say Thank You. But why does this matter? Does it really make a difference? In theory, of course. But in practice? Prove it. Forbes asserts that 68% of consumers change companies because of “perceived indifference.” Another study assessed that 82% of customers will leave because they do not feel cared for by a brand (Rockefeller Group, 2016). That’s right. Your brand could potentially lose seven out of every ten customers simply because they do not feel valued. So does saying “Thank You” truly have an impact? The answer of course, beyond shadow of a doubt, is absolutely YES! How? These facts may seem daunting but here’s the silver lining: we’ve broken down the method of saying thank you into a formula as easy as 1 + 1 = 2. Sentiment + Keepsake = Appreciation. Derive your sentiment from an honest idea. Convey a message that your brand knowingly holds true. Then combine your gratitude with a branded keepsake item. Choose something that you you know caters to your customers’ interests (and is branded with your logo!). What’s the reward for thanking those who support your business? What else is to be gained from saying thanks? The Importance of Acting Now 97% of customers will remain loyal to a brand that acknowledges their value and appreciates their business (Customer Loyalty Statistics, 2016). Virtually every consumer acknowledges the importance of feeling heard. You have the perfect opportunity this holiday season to continue thriving and growing. Add value, show appreciation, defy odds and retain business. Keep the customer thinking of you well into the New Year. All you need to do is say “Thank You.”
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You are walking down the street when you notice someone with a Starbucks logo on the sleeve of their shirt. Your mind immediately connects you with the familiar brand. Without any active effort, your brain is thinking about Coffee. Caffeine. Productivity. Routine. The camaraderie you share with your local barista. The warm rush. Familiar taste. The feeling of the cardboard sleeve in your hand. The communal nod of acknowledgement shared among early morning risers. All of that imagery and emotion is driven by a simple logo of a woman with flowing hair and a pleasant smile.
A few yards away, there’s a man exiting the gym with a McDonald’s branded tote. You laugh at the irony. He turns to cross the street and your mind is instantly conflicted. The rest of his apparel is branded with the Nike swoosh. Your brain subconsciously wrestles with the paradox. French fries and quarter pounders do not equate to wind sprints and push-ups. This exercise in recognition demonstrates the most undeniable factor in branding: emotional connection. Consumers’ brain chemistry shifts from visual recognition to an actual feeling. And this is the place where branding becomes vital for your business. Recognition creates a feeling of reliability. Your brand can be counted on for consistency and comfort. Whether it be an employee sporting a casual company t-shirt or a customer toting a branded bag to the gym, visibility is key in accelerating the brand of your business. Creating crisp and uniform brand exposure will lead to a connection with consumers’ trust. Reliability leads to return. Your business needs current and potential consumers to trust in what your brand provides. Loyal patrons are created when a business continually makes the emotional connection, ranging from follow-up phone calls to holiday gifting. Reinforce the message of what your company represents with visual cues in the public eye. Build your reputation from the sweet spot of brand. The Nike swoosh, the Golden Arches, the Starbucks logo … each of these images immediately connects your mind to a familiar brand. Without a company name or mission statement in sight, you are able to recognize what that brand provides simply by its presence on an item of apparel. Your business can conjure similar connections for consumers when your brand is recognizable, reliable, and consistent. Branded apparel is a vital component to accelerating your business. |
AuthorWrite something about yourself. No need to be fancy, just an overview. Archives
August 2019
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