Credit: Vertical Response
While summer can be a boom time if you’re selling ice cream or pool cleaning services, it can be a slow season for many businesses.But summer doesn’t have to mean lower revenues – it can be an excellent time to solidify existing customer relationships and take advantage of a slower pace to execute professional, tried and tested marketing techniques.
1. Launch a Customer Win-Back Campaign
This approach ties into the notion of customer loyalty. While your competitors may be taking the summer season in stride, your message will resonate loud and clear. You miss them and want them back. To win back a previous customer, it’ll cost you less than acquiring a new one. Here are a few ideas to get you started:
• Send lapsed customers a self-addressed, stamped postcard for a survey. Find out why they’ve taken their business elsewhere. Was it a service or price issue? Is there something you can do to win them back? Just asking the question shows that you care and you’ll probably learn something new about your business in the process.
• Offer an incentive to come back. Send them an email or postcard and offer them a discount off a product or service. It might be just the reminder that you mean what you say.
Create an alert in your survey if someone answers a question reflecting a poor service experience. If they come back, work extra hard to change their mind. The difference now is you know why they left in the first place.
…to be continued.