Customer Satisfaction and Loyalty
Businesses view customer loyalty as the holy grail of satisfaction. Often elusive, sellers frequently approach loyalty by duplicating competitors programs. Right now I have at least 6 cards in my wallet for local cafes. The one that gives me the most rewards is one that is left at the store in a rolodex file where I put my own card in alphabetically, and each time I visit, I get a stamp, when I get 10, I get a free beverage of my choice. Simple to administer, simple to find and I know what I'll get.
Down the street is a national chain that has a plastic key ring fob that I had to register online before I could use it and then randomly you would get a reward. The fob fell off the key ring so I will have to get a new one - why bother. The rewards were never known and it could only be used by some of the shops - not all regionally.
Getting to know your primary customers will help you understand how they want their loyalty rewarded. And loyalty is always cheaper than fishing for new customers. Do the numbers so that you know what the discount really is - 11th coffee free, really means that each cup is discounted 10%. Make sure you can afford you loyalty program.
You'll know your program is working when your loyal customers buy more and bring new customers. Making it easy for your customers to bring new customers is smart planning. Oh, yes, your bottom-line should also show a positive correlation.
Copyright 2011 Linda Fayerweather MBA EA
http://www.changinglanes.biz/
419-897-0528
linda@changinglanes.biz
Consider working with a coach or a MasterMind Team to make 2011 the year of your dreams!
Boomers Age - Part 1
The first class of Baby Boomers is turning 65 this year. With this said, it's interesting to note that some very interesting things are happening in marketing thanks to this aging generation. First off, this is a group that's never been encouraged to "grow up." Case in point: the new claim that "50 is the new 30" several years ago and the increased age of Harley Davidson's target market to 55+. Collectively, Boomers are ignoring the fact that they're getting older. And they're reacting by not buying stuff for "seniors."
Smart marketers are alert to the sensitivies of this market. They're using larger type faces in their ads to accommodate weakening eyesight. They're lowering store shelves to make them more accessible to the Boomer. And they're avoiding using the colors yellow and blue as these colors don't appear as sharply distinct to older eyes. And they're doing this all without saying the "o" word.
Boomers are turning the senior market on its collective head. You know that "grab bar" that's sold with new shower/tub stalls? Kohler has renamed it "belay" - which is a mountaineering term. Men who can't pair 18 rounds of golf with a night of passion are told they're suffering from "Low T" and to call a doctor to get it fixed. Whether or not these points make you chuckle, you need to respect what turns this large collective buying group off. Simple changes can and must be made in order to keep this group of customers returning to you.
Copyright 2011 Rebecca Booth
Marketing Goddess
Imagine That!
419.855.3399
Celebrating 10 years of delivering results for our clients.
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