Enjoy this week’s guest post from Rita Mitchell-Waldorf, counselor for Mississippi Small Business Development Center, on heartbeat marketing and how it can distinguish you from the rest!
We all know the “Greed is GOOD” refrain from the movie Wall Street, after Charlie Sheen’s character Bud Fox leveraged a gift on Gordon Gecko’s birthday into a job, and the un-refusable requests lavishly granted by the Godfather on his daughter’s wedding day. So – what do THOSE odd examples have to do with better marketing and our quest to raise the bar of sales and profit?
We call it “heartbeat marketing” … a touch BEYOND digital personalization to delight your client by remembering their favorite occasions, a special date, their first purchase with your store, OR a milestone. Of course! You have some form of CRM system that messages customers by name, re-shows them items they have left in carts or clicked on while browsing your site. But- do you go further into what really matters to your clients?
There IS a difference between a random customer and a client, and THAT difference is what’s at stake now. A customer is within that vast list of those who have responded to your store and your marketing by sharing an email, making a purchase, or perhaps, responding to a survey. A CLIENT is that vital 20% on which 80% of your sales and profitability depend. And, heartbeat marketing is the very touch they need to nudge them to choose your business first!
Let’s consider the impact of:
- A lovely greeting card – NOT a postcard – on her or his birthday awarding a special offer and a free gift.
- A hand-written note to commemorate the first time you enjoyed their patronage, with an anniversary gift and bonus offer. (Delta Airlines is doing this NOW!)
- Noting, celebrating and posting a client’s achievement, such as “Volunteer of the Year”, their promotion, or another award with a gift card to honor their distinction.
- Having special individual dates within your client files, such as baby’s first Christmas, 1 year of their new title, or their first year of retirement.
- A monthly spotlight featuring an “unsung hero” client, with a pipeline for entries to encourage sharing those community angels with you.
- A note acknowledging their significance to you and your business for no reason at all – just a note and a “happy gift” to show your appreciation. Share a quarterly budget for this with your core staff for their chosen key clients, taking a page from the Ritz Carlton roster of raving fans.
- A phone call sharing that several pieces of a group they’ve bought and loved- apparel, jewelry, china, collectibles-is now on sale, and you want THEM to enjoy that bargain FIRST.
- A catering to their home from their favorite food haunt when they face surgery or family loss.
- A special note at Holiday time, offering a gift choice for them and ONE item of their wish-list at 50% off.
- A gift card surprise for them adding one for a friend of their choice to develop NEW clients.
You MIGHT say:
“Wow! That’s a LOT of work! Why not just keep doing what we’re doing, growing online, BOPIS, and curbside sales?”
We flirt with EXTINCTION, if we allow our post-COVID universe to sort out our customers’ loyalty and buying habits! Let’s choose DISTINCTION, not EXTINCTION! A quick way to approach your vital core clientele is to ask:
“Who would be devastated if we disappeared tomorrow?”
And, if the list is short, get going NOW on heartbeat marketing. If it’s long – count yourself fortunate, and KEEP going with heartbeat marketing!
Rita Mitchell-Waldoff is a research and client sourcing partner for Waldoff Group Retail Consultants, and owner of We Know Pro’s advisors. She also is a Certified Business Counselor at the University of Southern Mississippi Small Business Development Center since January 2015. Besides being the ghost-writer for Fashion Advantage’s Rita and the Fashionistas, Rita is a 40+ year retailer and independent advisor to many fine stores throughout the US. Home is between Little Rock, AR and Hattiesburg, MS, where the Rita and retail consulting legend Milton Waldoff brainstorm daily about solutions to their clients’ challenges, and create unique, actionable campaigns for specialty retail business events, profitable transitions and future dreams. Connect with Rita on LinkedIn.
The post What becomes a legend MOST? … A Story of Heartbeat Marketing appeared first on Melissa Forziat Events and Marketing.