| DO YOU TREAT YOUR CUSTOMERS LIKE A ONE NIGHT STAND? |
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| Jodi L. Rudick, MAS |
Ideas to Keep Park and Recreation Customers Faithful in Fickle Times
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Over 150 billion dollars are spent by U.S. companies and organizations every year in an effort to persuade, entice, and motivate consumers through advertising and promotion. “But,” according to Marketing Specialist, Jodi Rudick “Governmental agencies, along with corporate America, need to invest a greater part of their budgets into customer retention along with customer attraction.” Rudick defines customer retention as the art of proactively motivating current customers to keep coming back to your agency again and again.
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Statistics prove it costs five to ten times more to bring in a new customer than to keep one we already have. But only a fraction of park and recreation agencies, non-profit organizations or for-profit companies invest marketing dollars into concrete, strategic customer retention programs.
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Is the honeymoon over? - "It's human nature to take things and people for granted in both our personal and professional lives," explains Rudick. She equates it to a marriage. "Remember how it feels to be courted? The beginning of a relationship is exciting and new. Each partner is giving and attentive to the other's needs, wants, and desires. There are romantic dinners, flowers, unexpected cards and gifts. Our objective is clear! We are trying to win the other person over."
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In the beginning of a business or professional relationship we want to turn a prospect into a customer in much the same way. “Consider the last time you tried to attract financial support from a potential sponsor. Hopefully, in the beginning of the relationship, you were quick to return calls and sent requested information or proposals with lightning speed. Maybe you even treated your Sponsor Prospect to lunch or a round or two of golf -- all in hopes of winning their support or business.
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But what happened after the “sale?” In other words, once you got what you wanted from your Sponsor, did you treat him or her like a one night stand? Or did you go out of your way to make sure the relationship stayed fresh even when the honeymoon period ended?
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The most important thing to remember is that your “customers” – whether a patron, meeting planner, bride, sponsor, volunteer, athelete, artist, child, parent or staff member -- are motivated by basic human emotions. They wants to feel appreciated before, during and after they forks over their precious money or time to you. They wants to be recognized for choosing you and your agency. Today's consumer are more educated and wary than ever. It's crucial that their buying decisions are reinforced before, during and after the sale.
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Don't miss the chance to romance - "For example," Rudick warns, "If the last thing your customers receive from you is an impersonal registration form, billing statement, list of rules or permission slip, then you’re missing a great opportunity to romance them after the sale." At the very least park and recreation professionals should join savvy business owners and become consistent users of thank-you cards and recognition gifts. It's simple etiquette and good sense to send some kind of message of thanks after someone has trusted you with his business. When choosing your thank-you note, letter or card try to design or find something that ties into your agency or reflects your personality. Use something unique so that it will really stand out from the stacks of mail that your customer receives on a daily basis.
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The traditional thank-you card has been replaced by a myriad of creative options. For example, there are thank-you cards that come in clear vinyl envelopes filled with your choice of spill proof confetti. "One of the most unusual innovations are cards that when opened, actually ring like a telephone. With the message, 'Call me anytime. We're always here to help.' the recipient is in for a multi-sensory surprise!'" One of Rudick's clients has gotten great results simply by adding a small packet of peanuts to her note with the copy "We're nuts about sponsors like you." Another economical addition to a letter or note is an imprinted magnet which will remain in view long after the note is filed or thrown away.
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The icing on a quality cake - To achieve even greater impact, add some value and dimension to your thank-you urges Rudick. "Try simple-to-distribute or mail imprinted promotional items that are sent at the same time as your registration acknowlegement, invoice or post-program evaluation. Depending upon the situation quality pens in gift cards, candy jars filled with mints with the imprint 'Thanks! You're worth a mint to us' and logo mugs complete with coffee, tea or hot chocolate are just a few of the thousands of items that can be easily boxed and shipped."
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Not only are promotional items great ways to acknowledge your customer, but they are the most effective way to permanently keep your name and number in front of your customer long after the initial sale. According to the Promotional Products Association International, recipients often can recall the name of the advertiser years after receiving an imprinted item. "So, all things being equal, when it's time to give a referral, book another meeting room or make a charitable contribution" explains Rudick, "the customer will call the organization that has created the greatest top-of-mind awareness."
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It's crucial to remember, however, that all the gifts or notes in the world will never make up for poor customer service, inferior quality, non competitive prices or staff apathy. "Work your marketing from the inside out to insure that your customer has a great experience every step of the way. Too many companies don't realize that customer retention begins the minute the customer calls or walks through your door and continues beyond the billing department. The appreciation note or gratuity is the icing on the cake to help set you apart from your competitors."
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Plan and nurture retention - Infidelity is a growing problem in our society. In marriage and in business the cry is heard over and over, "Isn't anyone loyal anymore?" With good planning and consistent follow-up there is hope, according to Rudick. Rudick’s business clients consistently achieve a 90% customer retention rate. by implementing any number of her ideas and techniques. These include competitive and customer research; quality service and price assessment; ongoing communications and appreciation programs.
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Because two thirds of all customers say they stray because, when they feel unimportant or ignored, the savvy park and recreation ageency must grabs every opportunity to acknowledge its customers and staff. "The holidays, birthdays, and anniversaries are great opportunities to send something to your clients. It doesn't have to be expensive, only unique and as personal as possible.”
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To keep customers the key is to stay visible and attentive. "Your customers are not purchase orders, account numbers or zip codes. They have problems and questions. You must communicate to them that you are available with solutions and answers." When you position yourself as someone who is a problem-solver and really cares, the repeat business and referrals will flow...till death do you part.
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| Jodi Rudick is the author of BAM! Benefits Activated Marketing and Broadcast the Benefits Publicist-in-a-Box. To find out more about Jodi’s award-winning ideas, easy-to-use manuals or in-service training programs call 760-730-0333 or email jodi@advisorsmarketing.com. Or visit the ADvisors on-line at www.advisorsmarketing.com. |
