By Michelle Drewek, mdrewek@lessitermedia.com
Digital Media Manager, Lessiter Media
Marketing is all about building a customer base and retaining loyalty. Each of our efforts is an attempt to keep current customers engaged, attract new customers and ultimately have both remain lifetime purchasers. Outside of traditional marketing campaigns, we found great success in recognizing our customers through dedicated appreciation programs.
People like to be recognized, and a customer recognition program allows you to build a more personal repertoire with your current client base. And, with the added benefit of social media, you are able to expand your brand's exposure to your customers’ peers, families and friends.
One of our long-held programs, National Farriers Week, was started under our American Farriers Journal brand 21 years ago. Since then it has become a staple on event calendars each July in the equine community and a program we receive feedback on yearound. It has also been one of our largest traffic drivers since it took on a digital presence in 2012. Beyond that, it’s allowed us to build up our database of prospects, including qualifications for those we lacked demographics on.
Your program doesn’t have to be complex to gain these benefits. To help you get started, I’ve outlined the 4 steps to develop a customer appreciation program below. If you have any questions, send them my way! I’d be happy to discuss.
