Customer loyalty is at a premium in a globalised market which is ever more competitive. The ability not only to reach a potential demographic but to retain business is essential to any company’s success, and with many new companies failing within their first year trading, engaging an audience is more critical than ever.
The world of marketing is dominated by digital channels, and has been for many years now. This may seem to pose a threat to more traditional forms of marketing, but the truth is that offline strategies can bolster a campaign in tandem with online. Let’s look at how to build customer loyalty through offline engagement.
Today’s consumer
In such a fiercely competitive marketplace consumer demands have changed and expanded. It’s been shown that strategic omnichannel marketing is far more effective for companies than it used to be, and consumers expect a range of materials, messages, activities and community outreach, all with consistent branding and strategy across the board. Personalisation is crucial, as well as increasingly personal, quick, and effective customer service.
On the flip side, consumers are less likely to be tied into one brand, with so many options available at their fingertips, so if your company can engage customers, make a sale, and then retain them for the future, all the better for your prospects.
Offline strategies that work
There is still a big part for offline strategies to play in building customer loyalty. These are all the more effective when synchronised with a well planned digital campaign.
Customer rewards
Everyone loves free stuff! Customer rewards are great ways to foster loyalty in your client base. Something as simple as a discount scheme or loyalty points can work wonders. Gifts and goodies are always well received – and are also a good way to put your brand out there (think branded mugs or pens which get seen in the office). Customers love surprises as well, so think outside the box when it comes to giving rewards – consider a special event for loyal customers or a private area of your website for ‘premium’ clients.
Say ‘thank you’ in style
A great marketing hack and an ideal way to boost customer loyalty is to send handwritten, custom-designed ‘thank you’ cards. If you include this when you deliver a product, or after they purchase a service from you, make sure you don’t try to sell them anything else at the same time.. But a handwritten card really shows customers that they are valued and that their order is more than just a statistic to you. It’s also good manners to say thanks to those supporting your business, and good manners go a long way when it comes to customer loyalty.
Host an in-store event
Taking personalisation to its logical conclusion, meeting your customers face-to-face is a great way to foster loyalty and retain business. Hosting an in-store event will help you get to know your demographic better, and answer queries or concerns in the most personal way possible. These events can be simple meet and greet affairs, or they can take the form of workshops, quizzes, or exclusive giveaways / discounts. You’ll need plenty of printed literature on hand, as well as those fun freebies — don’t send them away empty handed!
Sponsor an event
Another great way to get out into the community, especially if you don’t have a bricks-and-mortar location to operate out of, sponsoring a local event gets your brand out there and shows that you care about your immediate audience. Marathons or fun runs, fundraisers, concerts and festivals are all great ways to spread your brand, meet new and existing customers, and build loyalty. You could always sponsor a local sports team as well — your brand emblazoned on a football shirt will keep it in the public eye week in week out.
The power of print
Printed materials may seem an anachronism in today’s digital dominated world, but actually flyers, leaflets, brochures, and business cards are a great way to connect with your customers and build loyalty. And remember, our postboxes are emptier than ever, so getting literature through the mail means it’s more likely to be read and consumed, especially by more senior members of the community.
Offline marketing is a great way to build relationships and loyalty with your customers. When used in tandem with other marketing strategies it can make or break a company’s marketing campaign, making the difference between success and failure.