1. Check out Coach on the CouchFrom Precious | March 2010
Precious Marketing Gems from Jo Sealy
Blind faith or loyalty programmes??
How can you keep your clients coming back to your business? Creative marketing and new technology (e-marketing, e-surveys, and retail software packages for example) have transformed traditional loyalty programmes and lifted them to a whole new level.
Let’s be clear, this is much more than your loyalty stamp from your local Greggs bakery (though it has its place), gathering points or simply gift chasing.
‘Smart’ loyalty programmes join together a collection of loyalty-inspiring brand behaviours. They require more specific client targeting, with the creation of information, offers and deals that really matter to that target group.
For example, a bespoke shoe designer’s clients are likely to value being in on the latest trends in fashion, with exclusive access to the latest collections. Or a beauty salon might focus on its fifty most influential professional clients with chauffeured services or exclusive all-in-one packages.
This more panoramic approach to loyalty provides a valuable spin-off compared to the more one-dimensional ‘stamped card’ approach. You can have different conversations with your clients. You can learn more about their likes, dislikes and expectations. And as a result, you can tailor your business’s brand to help you attract many more of the same and get rid of the guesswork.
Remember - do just a little bit of marketing, every day.
Happy Marketing!
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Jo Sealy runs www.to-market.co.uk and www.josealyphotography.com contact
her at jo@to-market.co.uk
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