Loyalty is a two-way street.
People become loyal, long term customers when they “feel good” about the experience you give them. Positive feelings allow for purchase commitment that is free of fear or future apprehension. This is why EMOTIONS have to be a part of a larger marketing strategy.
People love to feel special and be treated like we matter. Even small tokens of appreciation can go a long way.
One evening, my family and I sat down at a local restaurant. Shortly after ordering, our food arrived and I said "that was fast!" to which our quick-witted waitress replied "I told them it was for you!" It caused me to chuckle and smile even though I knew it wasn't all true. In addition to her delightful candor, she made a point of remembering my children's names and spoke directly to them when taking their order instead of asking me. It may seem like a small gestures but its something that stood out and I will always remember it.
If you are a LEGO fan, odds are you know about their VIP membership where you can earn points for every dollar you spend on LEGO products. In 2013, the company mailed a limited edition gift to a random selection of VIP members as a token of appreciation. The rarity of this item alone was enough to cause quite the conversation among customers. Some posted pictures online while others eagerly checked their mailbox in the hopes of finding this little red gem.
As a thank you for signing up for their Holiday Marketing Tips, Mailchimp mailed their customers a pair of red Mailchimp socks! You had to opt-in to receive it but it was quite a unique and unexpected gift, and it was free! People posted pictures of their freshly opened box and proudly displayed pictures of their feet sporting the iconic monkey! The company essentially turned it's fans into a walking advertisement.
The most successful companies put customers at the heart of everything they do. Not only is it good business, it makes for good word of mouth. Customers love to share stories about their positive experiences. There is no better recommendation than an enthusiastic rant from a raving fan!
Companies often focus on how loyal their customers are to them but they seldom think about how loyal they are to their customers. So roll out the red carpet and give'em some love! (It's pretty funny that these great companies chose to give a RED gift.)
Are your customers seeing red?
Morty Silber, CEO
Mad Strategies Inc.
a Wizard of Ads Partner