Editor’s Note: Here at Dispatches, we are always looking for ways to help our readers do things. For some of our readers, that means helping navigate the working world, for others, it means assisting in the ever challenging question,“what’s for dinner?” For still others, it means figuring out how to balance family life with everything else. In an effort to aid in all of these endeavors, we have collaborated on this article written specifically for our readers.
Most business owners know that it is cheaper and easier to keep the customer than to acquire new ones. But not every entrepreneur manages to successfully remind customers that it’s time to buy again. All those potential customers you reached with your last marketing campaign may not even remember who you are in just a few weeks time.
There are plenty of marketing tactics you can employ to make sure you make the right impression on a customer. These days customers like to research. Impulse buying has dropped off for many reasons. But customers do pay attention. And marketers are engaging them to hold their attention. However, once the ad is over, put some effort into making sure your brand sticks in the mind of your target customers.
Memories are short. What you need is a campaign of reminders. You may think that sounds expensive. A whole series of TV ads? Weeks of newspaper columns? Another month on that billboard? Try something a little more tangible and less expensive. Send your customers a branded gift. You can click here for a few ideas to work from. Give them something to do. A game app or puzzle could engage them for days, weeks, or even months.
You can also use the customer data you have (within the limits of your local data laws) to reach out to your customers regularly. But don’t send them junk for the sake of making contact. Give them something they can use. Information, offers, handy links and guides can all be welcome in the form of emails, direct mail, or even text messages. You can also try reaching out to your customers on social media.
Viral videos are a marketer’s dream, but not every video will go viral so make sure the content is solid. Even videos that have not gone viral are often entertaining snippets that give a brand a voice to reach potential customers. You can also reach out with blog articles, infographics and images that will be of use or value to customers or clients. Invite people to share your material. Make it easy to do with embedded share buttons on your website or through social media. Fresh content every few days will help keep your brand in the mind, and on the pages, of the people you want to reach.
Organizations refresh their brand every couple of years. It’s not clear if this practice makes the brand more memorable or merely piques the level of media interest for a week or so. But if your logo isn’t instantly recognizable, it may be more tricky to remain memorable. Your company name should be catchy. It should represent what you’re all about. If it doesn’t, then you need to consider a campaign to help people associate your brand with your product or service.