Before you run another TV ad about your great prices, or print ads in the local paper about your anniversary sale, talk about the people who make your business possible = your customers. This is a Triple Win Strategy - You win, your customer wins, and another business/individual who happens to also be your customer, wins!
Choose a few key customers; people who have stood out for their
- loyalty,
- consistency,
- personality,
- community involvement,
- international flair,
- humble beginnings,
- tragic endings,
- stable families,
- survival instincts
- or personal history,
and share them with your market base.
When you demonstrate your attitude of abundance by focusing on others - you imply that it's not all about you - that you care, and your business appreciates others.
Talk about your product or service, but highlight how your customer makes use of it. Let the public see your logo, but focus on the other person.
If you are working with customers directly, ask if you can mention their unique story, or show their photo. In return, offer to hold a BBQ or reception for all the family and friends of those who participated in your customer friendly ad campaign. Let them meet one another, take a tour, meet the President of the company or receive a free sample. Snap a photo of that also, and mention it in the next newsletter or company blog post.
If you have a B2B business, profiling your customer in a side bar and linking to their website or recommending a product or service they offer can do more for you than a week of ads.
Make sure you conduct your campaign with respect for your customer. Get permission to use photos, or tell their stories. Respect their privacy, honor their preferences.
No one wants to feel they are a pawn in your marketing budget, but most people do enjoy the feeling of appreciation or importance. Fierce competitors won't think of this idea, Triple Win folks do it all the time.
Here are a few suggestions:
1. Print notepads as promotional gifts and have a THANK YOU to _______ for being loyal customers to your business (state your business name) for the past five (?) years.
2. Have a customer appreciation reception and invite the press to interview your customers about their unique business story. If the press isn't interested, hire a writer to perform interviews during the event and take out a large add with paragraphs written about your customers.
3. Include customer photos and what you appreciate about them in your direct mail or display ads, or in your online marketing avenues.
4. Create a calendar as a give-away. Each month features a major customer's business with photos and good promotion for their business. You keep your logo at the bottom and take one month of the year to feature yours.
5. Use social networking (Internet) to talk up your customers online. (Facebook, Twitter, Linkedin)
Giving something away with good intentions will never hurt your business. Your persona changes from the person who will do anything to get a sale, to a community leader that people want to rally around.
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