Creating Profitable Customer Loyalty Plans
December 13, 2011
One of the biggest mistakes I see entrepreneurs make in their marketing plan, is failing to include a plan that generates repeat business from their customers. When we think in terms of new customers, our plans include advertising, social media, email, etc. But do you have a plan in place that will help your current customers order from you again? Better yet, do you have a plan in place for those customers to refer new business to you? That should all be part of your “Customer Loyalty Marketing Plan”.
It cost 5 to 8 times more to get a new client than it is to get a current client to purchase from you again. So customer loyalty should be top priority on your list.
When I started Doodads Promotional Products back in 1999, I tried everything under the sun. Newspaper, radio, phone books (I know, ancient, right?). After a few years of trying different tactics I looked back on my previous years and noticed that more than half of my business each year came from repeat customers. That was a staggering amount and once I learned that, I learned that I needed to get good at keeping my current customers happy, but how? Now, 12 years later I have a detailed plan for repeat business, and repeat business accounts for more than 65% of my business each year (even when my goal is to double my customer base, I still get MORE business from repeat clients) and I’m going to share it with you.
Here are 5 things you must know or do to have customers keep coming back for more:
1. Make Customer Service Your #1 Priority - Very few things can make up for poor customer service. Even if you have a great product, if your customers are treated poorly they’ll find what they need elsewhere. Put together a customer service plan. Start by writing down all the points at which a customer interfaces with your business from the time they hit your website or store, to the actual purchase to what happens AFTER the purchase is made. How can you show your customers that they are gold? Make a plan for that and make sure it’s communicated well to all your employees. Help your employees know and understand your customer service plan.
2. Thank Customers for Their Business – At the very minimum at the time of the sale, they should be thanked. That happens verbally at a cash register or through a thank you email confirmation online. But don’t stop there. Send a note in the mail, reach out with a phone call, give them a promotional item or send an additional email thanking them for their business. The higher the dollar amount of your product, the better the thank you should be. Tell your customers through your actions that you know they have choices, and you are grateful they chose you.
3. Provide Customers A Reason to Buy From You Again Soon – Reward them for their business. Whether that is repeat customer promotions, frequent customer discount cards or bonuses, come up with something that makes your customers come back, and come back often.
4. Remember Them at Holidays & Birthdays - It’s that time of year when people send Holiday cards and gifts to thank people for their business for the year. Don’t let the season pass by without thanking your best customers for keeping you in business. Also, offer discounts on birthdays as another way to say, “We remember you!”
5. Relationships Matter - I learned long ago that people aren’t buying imprinted pens from me, they can do that anywhere. They are buying the experience they get from ME. Most of my clients have become dear friends, and that’s okay. Now, I’m not saying that every customer should be on your BFF list, but remember that people buy from people that they know, like and trust. If you run an online business or a store with huge traffic, you may not be able to remember everyones birthdays, but you can still be friendly in your interactions that say, “Your business matters to me.” Return phone calls and emails. Resolve issues quickly. Go above and beyond when you do something wrong, and apologize for it. Send emails that provide value and help them learn things.
Recently, I interacted with a company that really inspired this post. Sarah Jane Studios offers a line of adorable illustrations that you can get on everything from notecards to fabric. I’ve purchased Sarah Jane Studios products at local boutiques, and I know Sarah personally through Startup Princess (we even sat in traffic school together earlier this year 
. She did the illustrations for this adorable Christmas book I can’t wait to get my hands on. Anyway, I thought of her when I was looking for a gift for my mother, and started looking through her etsy shop. I made my selection and then waited for the package arrive.
I was more than impressed with my package. 1. My package arrived in a timely manner. 2. The product I purchased (The “Have Joy” notecards in the top left) came wrapped with an adorable twine that makes me feel like I don’t have to wrap it, and makes my purchase look cute and festive. 3. I didn’t get a personal call, but I got an adorable “Thank You” card that I can reuse and share with someone else if I want (She thanked me AND gave me a BONUS at the same time). 4. She gave me a business card with her information if I have questions or want to make an additional purchase. 5. She took the opportunity to sell me on another product of hers (her adorable Christmas book) without making it too salesy. And finally, 6. My receipt had a code for me to come back in January and make another purchase for a discount. BRILLIANT. In one package, for very little additional cost, she ensured that I was pleased with my purchase (which is HUGE, you don’t want customers to have buyers remorse) and she gave me reasons and opportunities to purchase from her, again. A marketing and customer loyalty A+.
As you look at your marketing plan for 2012, what will your customer loyalty program look like? How will you turn prospects into customers and customers into raving fans who buy from you over and over?
And now, the Startup Share: What kinds of things are YOU currently doing to generate repeat business? Share with us in a comment below and let’s help each other create loyal customers!
Michelle McCullough is the Managing Director for Startup Princess. Michelle became a partner in Startup Princess in 2008. She is responsible for event planning, marketing, affiliates, sponsorships and partnerships. Over the past 3 years she has coached women entrepreneurs and helped them grow their businesses from “dream in development” to established thriving businesses. Michelle is a speaker, strategist, success coach and a serial entrepreneur. She started Doodads Promotional Products when she was 19. And has also spent the last 12 years working in marketing and advertising. She’s worked in all aspects of the industry from production to creative and sales to management. On top of her full-time jobs, Michelle has cultivated her love for entrepreneurship by running Doodads as a successful side business. In 2008 when Michelle quit her full-time job to be home more with her newborn son, she moved Doodads to the front burner and doubled the income in 2008 and doubled it again in 2009. Today it continues to thrive. This year Michelle launched a coaching program called “The Life Balance Myth” to help busy entrepreneurs build thriving businesses AND meaningful personal lives. She believes that life balance is a myth, but she provides practical tools to achieve personal and professional success. You can learn more about Michelle at SpeakMichelle.com Michelle has 2 children under 4 and lives in Utah.
Now Accepting Applications for our 2012 Fairy Godmothers!
November 1, 2011
Orange County Chapter: Marketing, Sales & Networking Thursday, November 18th at 6:30 Lumberyard in Laguna Beach
November 9, 2010
Women Entrepreneurs!
Join us on Thursday, November 18, 2010 for a Marketing & Networking event like never before. Startup Princesses are letting our hair down to enjoy a casual evening of dining and having a drink or two while learning about Marketing & Sales at the Lumberyard in Laguna Beach from 6:30-10pm. By now you are probably just as excited as we are!! If you have not been to the Lumberyard, you are in for a treat. The Lumberyard is quickly becoming OC’s IT place to dine. Register here!
We are happy to say that in addition to our casual evening we will continue our discussion from the last meeting on Marketing and hear from Jodie Palumbo. Have you met Jodie yet? Pure marketing brilliance!! She has given invaluable advice to several of our Startup Princesses and will do so again on November 18Th. Marketing is her specialty and she’ll share with us how to translate marketing efforts into sales. The holidays are here and if you have a product or service business and want to make BIG sales this quarter, THIS event is one you don’t want to miss.
Jodie Palumbo is an expert in the field of marketing and advertising. With over 20 years experience in an array of industries including manufacturing, services, retail, publishing, and property, hotel and restaurant management, she is sought after by companies who know the value of having an experienced, reliable and creative marketing professional on their team. From start-ups to mid-sized companies, her expertise is working with business owners who want to grow their companies to the next level but realize the difficulty between “running” their business and “being” the business. In today’s complex business environment, it is almost impossible to do both successfully.
As Director of Marketing and Communications on the NAWBO-OC Board of Directors (National Association of Women Business Owners), Jodie increased their exposure at various trade shows, exhibits, and conferences assisting the Orange County chapter in reclaiming the ranking of Largest Chapter in the nation with more than 380 members. This was done in the midst of a recession with no fiscal budget available and through building and utilizing strong relationships and alliances with other businesses and community organizations, viral marketing and social networking.
Yes! She is that good.
Jodie will give us practical advice on how to measure our marketing goals from planning to implementation and translating our marketing efforts into sales. Plus, we’ll have tips for last minute holiday sales to boost your income!
Afterwards, stay for some live entertainment at the Lumberyard. This particular evening we will be treated to an acoustical guitar performance – think Jack Johnson!
Mark your calendars ladies and join other women entrepreneurs on Thursday, November 18Th for an evening of marketing, networking & FUN!
If you have any questions about this event please contact Heather Cowdell atheather@swankypaper.com
Publicity 101: 3 Steps to Becoming Your Own Publicity Guru
August 25, 2010
Sarah Burningham, President of Little Bird Publicity, talks Publicity 101:
I had the chance to speak to a fantastically smart group of Startup Princesses (and Princes!) at last week’s Utah County Chapter Networking Lunch. And what a networking opportunity it was! Since not everyone could be there, I wanted to share some basic tips for becoming your own publicity guru. That’s right – you can be your OWN publicist. Because you have a story – don’t you? And at its heart, publicity is all about the story.
So Step #1 for becoming your own publicist is just that – FIND YOUR STORY.
To be a good publicist, you have to think like a journalist. Every time you try to get media coverage, whether it’s on a blog or in your local paper, you are basically crafting a news story. Your publicity story has to have an angle that’s worthy of being covered by the news media.
The thing that can be humbling is THAT YOUR PRODUCT OR SERVICE MIGHT NOT BE THE STORY. It’s part of the story, but maybe it’s not the whole story. You’ve got to step back and think, if I knew nothing about my particular business? Would I read an article about it? What about my product or my business would appeal to a total stranger?
It might seem easy at first, but it’s really hard to think this way. That’s why I have a job! But the more you read news and think like this, the closer you’ll be to creating real stories about your business. Once you’ve got your story, you’re ready to start researching where to send it.
That’s Step #2 – RESEARCH, RESEARCH, RESEARCH.
Think about your customers and clients. Who are they? Where do they get their news? What blogs are they reading? What sites do they spend their lunch breaks reading and what morning TV shows are they watching while getting ready for the day? You have to LISTEN, you have to WATCH, and you have to READ. The media outlets you find during this process are the ones you want to reach with your news story. Through them you will ultimately reach your customer.
And that’s why it’s critical to do thorough research. Before you pitch anyone, you MUST know what they write about, who they are, and why they would be interested in your story. This the time consuming part of publicity but if you do smart research and find media outlets and reporters who would genuinely consider covering your story, your time is well-spent.
Now that you’ve got your story and you know who you’re reaching out to, you’re ready to actually pitch! That’s step #3 – SEND THE PITCH AND FOLLOW-UP.
I almost always start with an email pitch. It’s easy and non-intrusive. Plus, you can be calculated with what you write. A few things to keep in mind with your email pitch:
- I NEVER send mass email pitches. If you were a reporter and someone sent you and everyone else within 500 miles the same pitch, you’d either be annoyed or think someone else was going to cover it or both. Keep all of your pitches personal. That’s why you did all that research!
- This is not the time to write your novel. It needs to be short and sweet – and by that I mean 2-3 short (very short paragraphs) max. Every word counts when you’re pitching so choose them carefully.
After you’ve sent your pitch, you often have to play the waiting game. If a reporter doesn’t respond after a week or ten days, it’s ok to reach out again. You can do it by phone if you have a phone number, but I recommend no more than 2 phone calls or voicemails total. If you leave a message, keep it short and sweet, just like your email.
But…waiting and sending a follow-up email does not open the door for going back again and again. NO STALKING! In the same way that mass emails make you annoying, stalking is another hint that you can’t be taken seriously. If a reporter is interested, he or she will get back to you after you’ve made 2 or 3 thoughtful attempts at contact. If you haven’t heard back, the reporter is probably just not that into your story. It’s time to go back to Step #1 and find another news hook.
A final word of advice:
Don’t be frustrated if you don’t immediately get a feature. Publicity is a long-term process, but these tips will help you get started down the road to media magic. If you aren’t quite ready to pitch someone, it’s ok to just start thinking about news hooks and paying attention to media in general. That way, when the time is right, you’ll be ready to reach out and get the right kind of coverage at the right time.
Sarah Burningham is the Founder and President of Little Bird Publicity, a full-service boutique public relations and marketing firm that blurs the lines of old and new media to develop creative platforms for business, authors, and brands. She’s also the author of the teen advice books How to Raise Your Parents and Boyology. Visit Sarah and Little Bird online at: littlebirdpublicity.com or sarahburningham.com. You can also find her on Twitter, Facebook, and LinkedIn.
3 simple questions to simplify success
March 31, 2010
1. What do you do (that gives you joy, because why bother if it doesn’t bring you joy)?
2. Who cares about what you do?
3. How do you get to who cares?
That’s it – three essential, monumental questions for every entrepreneur. Whether you’re a hairstylist or a blogger, a lawyer or a widget seller, it’s the simplest questions that will illuminate the way. I’ve been using this inquiry strategy for years to build businesses and it never fails to light up what the top priorities are.
Like most simple things, you have to examine each question from every angle to fully glean its elegance and power. No matter what stage of growth your company is in, the answers to these questions should drive your daily actions.
Let’s use a hairstylist for example. {I happen to think hair stylists are seriously powerful citizens. You want to firmly plant an idea in the minds of thousands of people? Tell a hairdresser. He or she has the rapt attention of dozens of people a week. Salons are hotbeds of news and inspiration.} Back to success…
ROLE PLAY WITH A HAIR STYLIST
YOUR PRODUCTS + SERVICES. Most entrepreneurs actually “do” more than they perceive. Examine the benefits and the unintended positive consequences of what you give or make. Look for the deeper meaning of the result of your work.
1. What do you do (that gives you joy)?
Stylist says: “I cut hair.”
Me: No, really, what do you do?
Stylist: “I make people feel beautiful.”
Me: Uh huh. You’re getting it.
Stylist: “I’m a healer who happens to give highlights.”
Me: If you say so, then BINGO!
YOUR MARKET. Pay careful attention to who you actually attract … how do the people who buy your services or use your content/product see the world, what do they read, where do they shop, who do they listen to, what are their values?
2. Who cares about what you do?
Stylist: “Humans with hair.”
Me: Could you be more specific?
Stylist: “Women…People who want to look great…Women between 20 and 50 who want the best possible cut and colour for under $100 … and like to talk about personal growth and baking.”
Me: Excellent. That is YOUR market. And the only market you need to care about is your own.
MARKETING TO YOUR MARKET. Effectively accessing your audience means that you’re reaching as much of your market with the least amount of effort. Quality + Quantity + Leverage. Repeat that to yourself before you spend a dime on marketing. Look for leverage points, vocalizers, mavens, influencers to spread the word for you … from the right trade show or celebrity, to the local socialite or class president.
3. How do you access who cares?
Stylist: “With business cards and an ad in the yellow pages.”
Me: Is that how the majority of YOUR market comes to you?
Stylist: “I get my very best clients by word of mouth referrals.”
Me: Whose word brings you YOUR market?
Stylist: “Becky the Realtor tells everyone. Janice is a total maven, she’s sent me at least ten clients. And Josie with the bakery and the flaming red bob … she’s so well connected.”
Me: Great. Give them each a free hair cut and a stack of business cards.
The formula for success is usually so simple it takes some time to really see it. The answers may take a while to find. Keep peeling back the layers until you come to the most elegant truth. Because the truth is what works. Simple.
Danielle is the creator of WhiteHotTruth.com, a motivational speaker, CBC TV commentator, and lead author of Style Statement. She helps entrepreneurs rock their career with her signature Fire Starter Sessions.You can find her on Twitter @daniellelaporte.
How to Get Your Marketing Mojo Working for You
January 27, 2010
Having worked with thousands of creative women entrepreneurs over the years, I see the common trend: you fall into the “safe marketing” place. Doing what everyone else is doing, using the same descriptor words, offering the same types of products and programs…and then wondering why your marketing efforts aren’t paying off with client interest and joint venture opportunities.
Turn your marketing around with these three Marketing Mojo perspectives.
1. What is your Movement? People don’t want to be marketed “to” or “at” anymore. Their days are too busy – they want to be moved. They want stories, passions, reasons to take action. They want hope and solutions presented to them that will change their routines and better their worlds in some way – whether it’s because they’ll change their habits, they’ll heal, they’ll laugh, they’ll be entertained, or they’ll achieve their dreams.
You have to step into your confidence about your passion and create more than a marketing strategy. Create marketing that moves people. They want to work with you or make a purchase from you because they are so engaged, your message is so compelling. They will read your ad or sales page, and they won’t be able to stop thinking about it – or talking about it.
Your movement comes from your own passion – either what has brought you pain or what brings you joy. A mother on my tennis team couldn’t find bottles and sippy cups that were “plastic safe,” so she created them herself. She is passionate about it, knowing that other moms are looking for these too. She is daring to put her passion into a product and sharing it with others too.
2. Give Them A Reason To Care. The world has changed and is continuing to move fast. In our information-drenched world, you have to capture your potential customers’ attention and give them a reason to read what you’ve written, to listen to your teleclass (one of hundreds that is sitting in their inbox) or your pre-recorded audio (where they had good intentions when they signed up, but now they’ve forgotten why they want to take the time to listen – not to mention it’s gotten buried down the list of emails in their inbox), or take the time to watch yet another video on YouTube.
The world wants to hear messages that resonate with authenticity and integrity. Dare to step up and speak your truth about your passionate area of expertise and call people forward to take action on what really matters to them.
3. Find Your Authentic Marketing Style. Let’s face it, not every one is cut out to be Oprah. Having a successful business isn’t about being someone else. The real secret is to know yourself and use that for maximum impact in your marketing. If you are an amazing writer, then ezines and blogging are perfect for you. If you have a great voice, then try audios, an Internet radio show, or a podcast to get your movement out into the world. If you look appealing on camera and communicate well visually, then let your message loose in video. Don’t try to do what doesn’t come naturally to you…lean into your Authentic Marketing Style. People will love it! When they love it, they’ll pay attention. They’ll be moved to share it. And they’ll be moved to buy what you are offering.
Your Work:
Dare to let loose your passion. Create a movement. Go deep. Be truthful. Speak from your heart. Focus on the marketing vehicle that feels right to you and do it well…so well that people talk about it!
Enjoy,
Laura
Laura West is an award-winning online entrepreneur and president of The Center for Joyful Business.
