Brand masters know they need a meaningful, long-term relationship with their primary customers. Patriot’s and Raven’s are not the only companies needing raving fans. Studying successful names like Dorito’s and Coca-Cola will reveal the principles that will lead your business to build sustainable growth and brand impression.
Here are 3 strategies taken from our 30 years of working with international and national brands.
1: Make them feel like a VIP.
Connect with your customers in a deeper way than just delivering a product or service that can be easily delivered by your competitors. Taylor Swift – this holiday – surprised a fan by visiting his home and singing her popular song to him and family. A bigger surprise is who he is, a 96-year-old Cyrus Porter, known as Taylor’s oldest fan. Imagine the emotions Cyrus felt at this surprise. How can you achieve that emotional connection for your brand with your customers? Think out side the box. Taylor Swift worked her brand in the best way for her.What will be meaningful to your customers about your product or service?Hospitals have Joint Replacement Reunion Events.
2: Ask what they want.
Whether you use a traditional focus group, survey or send your advocates get first-hand feedback, find out why your customers love your product or love doing business with you. Many businesses have the ability to communicate with customers daily and build it into all client interactions. Have a system for collecting the data so it is useable.
3: Surprise them.
Give a select set of customers’ first access to a new product. Recognize milestones in their life. Every marketing touch point from package, website to one-on-one interaction is a chance to build on your relationship. MasterCard built on their promise by surprising customers with “priceless” moments like tickets to the Grammy’s and acting lessons with Hugh Jackman. They reached a wide audience over a year and appealed to a couple market segments through the prizes offered.
What can you do to surprise and delight your customers?
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