Keeping your customers delighted, engaged, and even raving about you is easier than you think.
I have a dear colleague who can get a bit of snark on. She has a great sense of humor so I enjoy her candor and the snark.
Recently Heather wrote about Peloton. I only knew the name casually in passing until... surprise of surprise...they started airing on the news in our area… maybe because no one is getting as much exercise as they should be.
There advertisements always this amazing buff-fit person in a fabulous looking condo working intently on their Peloton device. (A very expensive piece of work out gear for the totally committed.)
She loved to mock their gaggy commercials about the super-fit. Then she switched gears and commented on how “laser-targeted” their marketing was. They weren’t trying to appeal to anyone who was not their target market.
Peloton knows what buttons to push for their ideal client, and they do a great job of it. They know how to get their target person to get up off the couch and order a Peleton for $2500 or more. That is brilliant marketing.
Yet they take it a step farther. Peloton focuses on delighting and keeping existing customers engaged...turning them into influencers that promote and sell more devices. Smart company.
Heather admitted that she had signed up with Peleton to have an a virtual at home workout program. No fancy device...the cheapest program that they offered. For what she spent, she didn’t expect much.
They surprised her with a free T-shirt...celebrating her completing 200 workouts. She was so delighted and excited she told several friends and even wrote a marketing article about it. She calculated their delivered cost to be about $3.00 or maybe less.
Considering how many people she told and the number of people who have read her published article, they got excellent ROI.
Any business can do this. All it takes is thinking outside the proverbial box. I’m in Oregon where we had the most horrific forest fires on record. We still have pockets of the worst air quality in the entire world. Thank goodness, the worst is past.
In the midst of the fire related stress and chaos I received an email from a company I’ve purchased from.
It was absolutely PERFECT timing to the perfect market.
They sent an email titled “To Our West Coast Friends.” It was a “we’re thinking of you” email featuring a well-known landmark in all its pristine glory. No push. Just we're concerned. We’re thinking of you. We can’t be there but if you need anything here’s 15% off.
It touched me because of it's tone and non-sales approach. Whether I needed anything right then or not, I will remember who sent me that lovely email at a time much of the state was choking in smoke.
I expected it to be the first of a targeted funnel. and looked forward to see what they would send next. Unfortunately, they went back to pushing sales in the next email. What a missed opportunity. They had set themselves apart with their approach and then slid back into doing exactly what their competitors did.
If you don’t want to invest in t-shirts, there are lots of other ways. If you don’t have their birthday, send a “you’ve been with us a year” anniversary email or card.
Recognize customers for achieving some sort of milestone on your social media.
Offer a free guide or e-book especially for your valued clients.
Send them an early-bird notice of a special event or something like a black-Friday sale.
There are lots of options out there. It’s a matter of finding what is just right not only for your business, but the clients you want to attract and keep.
New clients only buy 5-20% of the time. Existing clients buy 60-70% of the time. An excellent reason to treat them right and keep them delighted.
Want to read Heather Lloyd-Martin’s full article? You can find it right here.
Want a quick brainstorm on the best way to keep your existing clients delighted? That’s just one of the ways I help my client’s get the edge on their competition. Visit my booking link here.