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How Can a Business Improve Customer Loyalty?

Customer Loyalty

Every business has an interest in building customer loyalty. Repeat business is a huge benefit. Lets look at the types of customer loyalty a business can experience:

  • The first type of customer loyalty is convenience. This type of customer loyalty really isn’t loyalty because it is not an earned loyalty, but is based on convenience of store location for the consumer.
  • The second type of customer loyalty that is the most beneficial is the result of customer satisfaction and a good buying experience combined with continued marketing efforts after the sale.

If you are experiencing a wild roller coaster effect with your sales, a couple things could be causing this and one of reasons is that you have too much of the first type of customer loyalty.

Your business may be geographically more convenient, but your return business is sagging. Restaurants often open up and get this type of loyalty initially. They are new. They are close by and people want try the new restaurant in town. But due poor quality or bad service, soon the restaurant’s sales are roller coastering and eventually slides down to a very low point. Most retail type businesses, to a greater or lesser degree, have the first type customer loyalty. A good location that is convenient is not a bad thing, in fact if your quality and service are consistent and good, combine convenience of location with a targeted direct marketing program and your business will boom.

The second type customer loyalty your customers are committed to your business because of positive past experiences. You see it with businesses like Starbucks. Customers of Starbucks are fiercely loyal and are regular in their purchases. Price does not even matter when Starbucks is concerned. They are selling $5.00 cups of coffee and people line up every morning for their Starbucks fix.

So the illustration I wanted to make is that it really does not matter what type of loyalty you have to start with, but what you do to nurture it and grow it will make the difference. For retail and non-retail business models it is very important the first impressions you create. The first step may seem obvious, but nonetheless is vital. What type of first impression is your business creating:

  • Is your store clean, neat and organized?
  • Do you have enough employees to help the customer?
  • Are your employee’s appearances clean and neat?
  • Are your employees trained and confident?

The second part of the equation is your marketing and promotion:

  • Is your promotion targeted?
  • Are you promoting regularly?
  • Do you have a welcome kit for new clients?
  • Does your sales material tie together and have a common theme?
  • Do you have a referral program in place?
  • Are you using social media to stimulate referrals and build loyalty?

Step #1: A policy to do whatever is needed to handle unhappy customers.

It is vital, vital, vital that you have policy and procedure to handle unhappy customers. It used to be that one unhappy customer would tell 18 – 20 people about their bad experience. Today, with social media and online reviews an unhappy customer can tell tens of thousands of people how bad you are. Think of social media as word of mouth on steroids times ten and you will have an idea of the tremendous potential of social media for the good or bad of your business.

Most of the time unhappy customers want to talk to someone and want someone to listen. Whoever that employee is in your company cannot be uppity or make the customer wrong, they have to listen, have empathy and be willing to do what it takes to satisfy the customer. Sam Walton had saying, “There is only one boss. The customer. And he can fire everybody in the company from chairman on down, simply by spending his money somewhere else.”

Step #2: Build your brand by working on customer loyalty. The essence of building customer loyalty is in the quality of communication you have with the customer after the sale. The more often you reach out to them and touch your customers after the sale, the better.

  • When they buy, do you give them a reason to come back? A coupon works well.
  • Do you give them a written and professionally printed warranty?
  • Do you send follow up postcards to your customers promoting special sales; giving them reasons to buy from you again.
  • Do you mail monthly or quarterly newsletters to your customers? Mail is better than email. People already get way to many emails and do not pay attention as much to emails anymore.
  • Do you call them regularly to see how they are doing and if they need help with anything?
  • Do you have someone whose job it is to call customers after their purchase and see how they are doing and if they are happy with their purchase?
  • If applicable to your business, send them a new customer welcome kit. They are very effective and are a good first step in building a relationship.

I hope this helps you and if we can do anything to help you please give us a call!

©2005-2015 Mark Hale, All Rights Reserved.

Printed Brochures For Business…Old Fashion & Boring, Right?

In the digital age, are printed promotional materials a waste of time and money? Well, that really depends on your customers.

Let me ask you this, when was the last time you FULLY read product information that was emailed to you? How much do you read the info on a business’s website? If you are like most people, you more than likely just skim the information that is emailed or on the website.

Looking To Create A Custom Brochure For Your Business? Find Out More!

How many times have you emailed a customer some information and they do not receive it, or have received it and have not reviewed it. Worse yet, the next time you talk to them they misplaced it or accidentally deleted it on their computer and you have to resend the email?

Relying solely on online or digital promotional materials will slow your sales cycle down to a snail’s pace. Nothing is more frustrating for a sales person than prospects who procrastinate and the digital age is ideal for procrastinators. The fact is, people are easily distracted when they are on the computer, and getting your prospect to receive, stop and read the emailed promotional materials is a challenge.

This is why handing a prospect a printed brochure is more important today than ever before. When a prospect receives your printed brochure or booklet, it is physically in their hands and stays in their home or on their desk. A professionally designed and printed brochure helps you to answer questions and handle objections, walking the prospect through the sales cycle to a close.

For most executives and managers, time is the biggest challenge to creating an effective brochure for their business.

When you think of changing or updating your company’s brochures, do you instantly think about the hours that it will take to pull it together? Struggling to get the look you want? How to get the right photos? Who am I going to get to design it? I don’t have time myself

Well it does not have to be a struggle and creating a printed brochure for your business should not take a lot of your time. The easiest answer is that you should hire someone to help you! Don’t try to do graphic design yourself. Seriously, having good quality, professionally designed and printed marketing materials are vital to help you close more sales.

There are different kinds of brochures that are appropriate for specific scenarios. The types can be broken down into leave behinds, point of sale, direct mail, prospect response and sales support.

Your business should not have a one size fits all brochure. I know that is the easy way out, but it is not effective. You want your brochure to be effective. To make pulling together your business brochure easier for you, try to narrow your brochure’s focus to just one category. You should use multiple brochures to promote different aspects of your company’s services.

Looking for Brochure Pricing? Click Here!

There are different printing techniques to help make your business’s brochure stand out and grab attention:

  • Hot foil stamping for a high-class unique look.
  • Custom die cut brochures.
  • Custom folds to give your brochure a unique look.
  • Spot UV coating to make certain elements in your brochure stand out.
  • Metallic inks to make your brochure look classy.
  • Embossing to add a polished touch that grabs attention of customers.

If you have a tighter budget and still want a brochure that piques the interest, you still have many options to create a unique brochure. For example, brochure cuts & angles that are more unique without being classified as a die cut. My favorite example of this is the Angled Stair Step Cut, which is where the brochure is cut diagonally across the top creating a stair step look wherein each panel is a little smaller that the previous. This unexpected look is more modern and stylish, while being very cost effective.

Also the type of paper you use can make a big difference. Often and thicker stock with a silk finish will push your brochure design over the top.

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    If you are thinking of creating a custom brochure for your company or simply revamping your current brochures, Wilson Printing USA can help you create a professional high quality brochure. We have a team of in house graphic designers that can help you create the brand image you are looking for.

    ©2005-2015 Mark Hale, All Rights Reserved.

    How Every Door Direct Mail Changed The Way Direct Marketers Market

    What is Every Door Direct Mail?

    If you want more customers for your business it’s time to go old school marketing, but with a twist. Sure, you have many ways you can advertise your business today. The Internet is obviously one way you can advertise, but as for effectiveness, direct mail is the best because you put your message directly into the hands of a prospect.

    The United States Postal Service has made it incredibly easy to reach every mailbox without having to buy a mailing list or address every single piece. The service is called Every Door Direct Mail (or EDDM for short).

    Combine Google & Social Media With Your Postcard Mailer, Learn More!

    The Every Door Direct Mail process is as basic as it can get

    1. Have your EDDM postcards, brochures or booklets designed and printed following the USPS size guidelines. We can send you the EDDM Size Specs – just click here.
    2. Bundle your EDDM pieces per postal regulations.
    3. Deliver the EDDM paperwork, bundles and postage check to the post office of the town where the mailing is to be delivered in.

    What is the postage rate for EDDM?

    The postage rate for EDDM will average between .15 – .21 cents per piece. This postage rate makes it affordable for many service businesses to market to entire neighborhoods or zipcodes. Using the tool on the USPS website you simply enter the address or zip code you would like to target. A map will pop up showing you how many routes there are in that area and how many homes are in each route and what the postage cost will be to mail to that route.

    Click Here For EDDM Campaign Pricing

    Create An Offline – Online Connection

    Today everyone has a smartphone and every smartphone has the ability to scan a QR code. By including a QR code on your EDDM postcard you provide the recipient a way to go directly to your website or a landing page on your website.

    The QR code leads to a mobile-friendly website where potential customers can view a gallery of pictures, videos or to download a coupon. Adding a QR code to your EDDM piece will improve responses.

    Do I need to buy a mailing list for an Every Door Direct Mail campaign?

    No list is needed for this program. You are mailing to carrier routes in a particular areas. This program saves you money and allows you to market to more people effectively.

    Every Door Direct Mail gives you a way to reach customers and put an offer in their hands for pennies. You can mail postcards, booklets and large brochures with EDDM. If you would like some samples or ideas for EDDM mailers for you business, send us an email. We would be happy to send you some ideas.

    ©2005-2015 Mark Hale, All Rights Reserved.

    Business Promotional Calendars For 2018

    Here is a riddle for you:

    You see me every day, I sort of hang around. I never speak but always communicate. I track time but am timeless. What am I?

    The answer to that riddle is probably the most basic promotional tool there is—printed calendars customized for your business. They sit on the customer’s desk every hour of the day, every day of the week and are looked at frequently. There are several types of calendars that you can use for your business; which is best is based solely on your business and what you are looking to give to your customers.

    There are certain things you can do that will save money on your calendar, as well as Insurance Calendar Sample 2generate more business from your custom business calendars. With the creation of digital full color printing, you can print full color calendars for your business in low quantities for a very affordable price.

    Some businesses like to use generic calendars, but these have a limited effectiveness. Promotionally you only get a small space for your name and phone number. Other businesses like a calendar that is more customized. The generic calendars for business are cheap to buy and are not as effective as a calendar that is more customized.

    The area in which most businesses will fail with business calendars is they put little thought in them and buy something that is cookie cutter generic. A generic calendar is okay and it at least gives you a mechanism to put your name and phone number on it. But taking the easy way out will cause you to miss a huge opportunity to improve relationships, build customer loyalty with your customers and drive future sales in your door.

    What are the basic types of printed promotional calendars and how can your business use them to your benefit?

    1.  Month-at-a-glance flip calendar. (Usually one month per page.)

    • Businesses can mark special promotions in each month.
    • Allows you room for tear off coupons at the bottom.
    • Highly customizable.

    2.  Year-at-a-glance calendar.

    • Very useful for on-the-go customers.
    • You can print on the back of calendar and include helpful tips or product information.
    • Standard sizes 8.5 x 11 and 5.5 x 8.5.

    3.  Large desk calendar.

    • Good tool for promoting monthly promotions.
    • Because it is large and is on the desk it has massive daily promotional value.

      Click Here For Pricing On Custom Calendars

    Tips for getting the most out of your calendar:

    1. Determine appropriate calendar cycle. Your promotional offering may not be aligned with your accounting tracking. In the US, promotional calendars generally run from January through December but you can also have a 13th month as well.
    2. Incorporate seasonality as it relates to promotional offerings. For most businesses, this means spring, summer, fall and winter. Determine what options make sense for your business. Do you have seasonal sales? Have fun with it, put your CEO’s birthday on the calendar and offer a “bosses birthday special”.
    3. Add relevant annual events and holidays. Choose events that resonate with your customers. Use holidays to promote specific products. For example, create a Valentine’s Day promotion and offer 10% off all reorders this day to show your customer appreciation day.
    4. Monitor the competition. Often by seeing what your competition is doing, you can counter their promotion with one of your own. This keeps you from getting caught flat-footed and losing sales each year.
    5. Create schedule of promotions. One thing about printing a calendar for your business is that it will force you to think ahead and plan some promotions. Promotional planning is the most left out activity for small and medium businesses, yet if a small business wants to grow to the next level it has to be strategized and done. A promotional called will help your business do this.
    6. Incorporate merchandise and related seasonal offerings. Create a buzz for a new product. Maximize your promotional effort by including product photographs on your calendar. This takes a little more time and effort but is well worth it.
    7. Schedule related social media activity. A printed calendar is an excellent off-line promotional tool to promote online media. Social media is a valuable tool today; the biggest challenge is to get people to follow you. Include tips and ideas on your calendar and direct them to your website for more information or to follow you on your social media platforms.
    8. Include QR codes on your calendar directing people to a landing page to download a coupon or simply to send them to your website.

    Printed calendars can be a good traffic builder for your business. They are one of the most used and often most overlooked promotional tool available to you. Wilson Printing USA can help you decide which type of calendar is best for your business and create an effective calendar to drive sales year round.

    ©2005-2015 Mark Hale, All Rights Reserved.