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What Breeds Customer Loyalty?June 27, 2008 I was skimming 1-to-1 Magazine this morning and there was a quote that really struck me. It was from a reader in the “Everyday Customer Champion” section. The reader was explaining her loyalty—not to a brand—but to a car dealership.I have now purchased my third vehicle from [dealership salesman]. He remembers my name every time I walk in, either to buy a car or simply have it maintenanced. He also remembers what I was up to the last time that we talked. When I purchased my second car from him, it was just before my birthday, so he made sure to have my car ready for me—front and center in the showroom, complete with balloons. I have moved farther away from the dealership since I first started working with him, but will drive the extra miles just to go see him. Thank you, Paul!Wouldn’t we all like to have that kind of customer loyalty? What engendered this level of loyalty? The kind of customer lifetime loyalty that kept this customer coming back, even though she had to drive farther to get there? The salesman remembered her. He went out of his way for her. He made her feel special. It’s why we have to remember that the value of 1:1 printing isn’t in the personalization itself—the ability to swap data in and out on the fly. It’s in what personalization can do. It’s the ability to use data to create relationships between marketers and their customers—to make customers feel remembered, to offer them something special, to reward their loyalty.
So next time you are sending out a 1:1 print campaign, look at the data being used to personalize the mailing. Then ask, “What are you trying to accomplish with that?” Have questions? Comments? I'd love to hear from you. You can email me at info@digitalprintingreports.com. For more information on primers for marketers and small businesses on digital, 1:1, Web-to-print, and personalized URL applications, visit Digital Printing Reports. You can also keep up with all of my posts on EBS, The Inspired Economist ("Greening Print Marketing"), and other blog sites by following me on Twitter. Posted by Heidi Tolliver Nigro on June 27, 2008 | Comments (4) Industries: Sales and Marketing
July 1, 2008
In response to: What Breeds Customer Loyalty? Elizabeth Bighorse commented: I have found that when a customer knows me or feels like they know me, they will purchase item(s) 9 of out 10 times. A customer that is new to the store that percentage decreases to almost 4-10 times. Creating a familiar or common bonding ground is imperative to small business success.
July 3, 2008
In response to: What Breeds Customer Loyalty? Heidi Tolliver-Nigro commented: Great point! This is why 1:1 printing works well (when done right), too -- the customer feels like the marketer knows them. You don't have to be interacting with customers on a personal basis for them to feel like your company knows them. Just look at Amazon! For a nuts-and-bolts primer on 1:1 printing for marketers, check out "1:1 (Personalized) Printing: Boosting Profits Through Relevance" at www.digitalprintingreports.com.
July 22, 2008
In response to: What Breeds Customer Loyalty? iristudioart@yahoo.com commented: Word of mouth remains the best advertising. A fabulous recommendation from an existing satisfied customer generates new business that will not only repeat, but also generate another earnest recommendation, etc. Would like to know more about personalizing marketing by mail - or email.
July 29, 2008
In response to: What Breeds Customer Loyalty? Heidi Tolliver-Nigro commented: If you want to learn more about personalizing marketing by mail, look back through my old posts. A lot of the basics and best practices are there. I also highly recommend the Print on Demand Initiative Case Study Archives. The association requires membership, but the case study archive alone is worth the money. It includes best-in-class case studies on digital and personalized printing going back to 2000. You can also do an Internet search on "variable data printing," "personalized printing," or "1:1 printing" and get the names of a few printers or marketing companies offering these services. Pick their brains for awhile. And, of course, there is the primer on personalized printing I wrote specifically for creatives, SMBs, and marketers that gives a comprehensive introduction to the technology, the applications, and best practices, including case studies and hypothetical ROI calculations. You can get more info at www.digitalprintingreports.com. As for personalizing by email, the issues are largely the same, just in an electronic environment. The point with 1:1 is that it's about creating relevance using databases. Whether it's print or email, the fundamental drivers are the same.
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