Customers are valuable…and expensive!
As a dance/fitness professional or artist (direct marketing pros, too!), you already know this. Marketing to find a valuable client isn’t cheap and if you lose one, it will COST you plenty more in lost revenue!
Retaining and creating long term, loyal clients goes further then just giving them your best during the time they are on a session.
It’s the little things-like in any relationship-that can make or break it. Even the simplest of courtesies go a long way to show clients they are valued.
The key is to set yourself above your competitors with special attention that shows them their business is appreciated. Marketing strategies may change with technology, but a personal touch NEVER goes out of style.
Good marketing is always relevant
Time machine flashback: 20 years ago,when I was just starting out in the dance industry, I learned all about sales and customer service from my first boss, Mr. Platt–a master at the art. One of the things he encouraged was to send a personal note of thanks when students would purchase a package of lessons.
You might be thinking about that word “SEND”. Does that mean “send” as in “post”, “snail mail”, “wait a minute Mr. Postman”? Yes, it does.
In this day and age texting/emailing/messaging is fast and convenient but so COMMON. To set yourself above the rest, doing something unexpected and out of the ordinary will stay in a client’s mind-perhaps FOREVER! To paraphrase Mr. Platt:
Most people’s mail consists of bills and junk. Receiving a handwritten note makes someone feel special and stands out like a GIFT among the daily pile of papers.
You might be thinking, well, that seems nice, but that’s such an old-fashioned idea. Granted, this advice was first given to me 20 years ago, before texting and the ubiquitous availability of digital messaging.
But stay with me, Friends! Thoughtfulness never goes out of style. Here’s why it works, maybe even more so, then 20 years ago:
Because now it’s expected even less.
Modern day case study:
Zippy Kid. My web designer recommended this service on a new website we were starting. A week after I signed up, I received a HANDWRITTEN NOTE from Zippy Kid (now pressable.com), along with a unique business card and cute Zippy Kid logo sticker!
Can you imagine, correspondence sent via USPS from a TECH company?!
Unfortunately, my website needs didn’t quite fit in with their service and I had to change providers. But I was so taken aback with their high touch service that I wrote Zippy Kid an email thanking them for the courtesy-and I was disappointed that I wasn’t going to be a customer!
I’m not the only one who was struck by it, as I found three other blog posts from other Zippy Kid customers who were equally impressed. It made such an impression on me, that we have implemented this same marketing technique with our members from dancesportplace.com.
Mighty marketing, minimal money
Setting yourself above the competition goes beyond just being the best in your field.
Even if you’re just beginning to develop your customer base, making those small but powerful impressions will keep your valuable customers loyal to you. These personalized actions will in turn increase your business with happy clients who want to tell the WORLD about you (just ask Zippy Kid ;).
For the price of a stamp, you can show your clients they are appreciated. You will undoubtably get a return on the investment because every loves to hear those 3 sweet words: “You’ve Got Mail.”