“I awoke this morning with devout thanksgiving for my friends, the old and the new.”
- Ralph Waldo Emerson, Poet
Thank you to my readers and friends for your support of this blog—you are the reason that I do this.
Happy Thanksgiving,
John Bradley Jackson
© Copyright 2008 All rights reserved.
For a small business such as a retail store or a service provider, special events can help propel the company and its brand to the next level. Unique events can provide a great perk for loyal customers while differentiating your business from the competition.
Often I am asked, “But what can a little business like mine do that my customers would consider special and actually attend?” The better question to ask is what is important or interesting to your customers? Why do they use your services or buy your merchandise?
A typical special event for a haberdasher (a men’s clothing store) is a “trunk sale” which is an after hours sale. New merchandise is offered for the first time at special prices for invited customers only. This works because of the exclusivity of the event and it provides what the loyal customer wants—special treatment and the right product.
Here is another example that may be a bit arcane, but it really works. Omar’s Exotic Birds is a California retailer of exotic birds species such as Macaws, Amazons, African Greys, and Cockatoos along with cages, food, and supplies. They have a great reputation and provide their customers with much needed support and information about these challenging pets.
Omar’s Exotic Birds just announced an after hours “singles event” for parrot owners on November 16th at their location in Lake Forest, California from 5:00 to 6:30 PM. They call it “Omar’s Singles Sunday” (see http://www.omarsexoticbirds.com/singles.html). The premise is simple: if you are single and want to meet other single parrot owners come to this event and please bring your parrot.
This is just brilliant. Think about it. Parrot owners are a special breed since owning a large bird is a huge commitment of time and energy. It requires very special knowledge—these large birds are very smart, needs lots of training, and some can live for 60 years or more.
Just as important is why do people buy large parrots? My guess is the unique relationship that you can get with this special pet: companionship. For some, parrots are surrogate children like dogs and cats are for other people. And there is a certain novelty of owning an exotic bird (I have a 23 year old Amazon Parrot named Billy). What could be cooler than hanging with a bunch of people who share your passion who also desire to meet you?
Special events are a great way to reward loyal customers and to position your business as different.
John Bradley Jackson
© Copyright 2008 All rights reserved.
Loyal customers keep on coming back. Loyalty is earned after the sale has been made and after the product or solution has been delivered. It is all about their perception of value.
This perception is the reward that you get for delivering what you promised in quality, service, and responsiveness. More than just satisfied, a loyal customer refers you to other potential customers. They value the relationship with you and they want your business to succeed.
A loyal customer often pays more and they won’t stop to haggle when placing an order. They are confident in your product or solution and they feel that you need to be fairly compensated. Since you know them and their special needs, servicing this customer is easy. The sheer repetition helps.
When there is a problem, they know by experience that you will make things right. They have a great dialog with you, so they offer suggestions on how you might improve the product. They help you design the next generation of product.
For many businesses, the repeat customer is the lifeblood of the business. Invest in your repeat customers as much as you invest in your new business development efforts. Frankly, you want to keep these folks coming back, consider the creation of a customer loyalty program.
There are a few common types of loyalty programs. A rewards program entitles frequent customers to earn perks or rewards based on sales volume. The gifts could range from simple gratuities to vacations depending on the size of the business and the “gifting” practices in your industry. Entertainment gifts may be the most common reward such as tickets to sporting events or the theater.
A membership program can provide incentives such as discounts, freebies, free shipping, and other earned incentives. The member carries a special card and gets special access to sales events. There is a practice in the haberdashery business called “trunk sales” or “invitation-only sales”. A clothing store will hold a private sale for loyal customers; in this case, the customer gets a first look at new merchandise along with special pricing.
Once you have identified a customer as loyal, make sure they stay that way. Stay in touch with them. Send note cards saying thanks. Keep them updated by e-mail. Visit them. Have lunch or coffee with them. Remember significant dates such as birthdays, graduation days, or anniversaries. Holiday cards are great, but they all come at once. Consider Thanksgiving cards as novel way to stay in touch; they are seldom given but they are remembered. If a client has been sick or was injured, follow up with them.
Let them know that you care. Say thanks again and again.
John Bradley Jackson
© Copyright 2008 All rights reserved.
