And maybe they’ll feel like giving you a bit more business in return?
Customers often aren’t as loyal as we’d all like to think. Building relationships increases the loyalty odds and, as we know, loyalty means repeat business.
You’ve gone to the effort of gaining the customer and all the research shows, selling to existing customers is cheaper than finding new ones. So it’s worth nurturing each special relationship.
Free gift inside
A time-bound discount is sometimes a good way to prompt people to buy, especially for customers who are solely motivated by price. But that’s not everyone.
The trouble with discounting is it sets an expectation of a lower price next time the customer is ready to buy.
Consider giving them a free gift with their purchase instead. One benefit is that it incentivises the person placing the order – and that may not necessarily be the person paying the invoice. Think of all those airline miles, paid for by companies, redeemed on trips to Barbados. Or the stationery supplier who gives a free biscuits with every order, compared to the one who’s a little cheaper.
Who do you think the office junior will order from? Correct. And their next tough decision is who’s going to brew up.
The world is your mousemat…
So how do you go about choosing the right promotional gifts to get your message across? There are thousands of gifts available – from the clever to the bizarre.
Top 10 things people keep on their desk…
- Sticky notes
- Champagne (maybe the fridge)
Make them useful
89% of people say they would keep an item if it were useful. Makes sense, if it has a use, customers will use it.
Make it relevant
If the gift complements your business or your customer demographic, you won’t get funny looks. Try a bottle opener if you run a wine shop. Or a sports bottle if you own a gym. How about a mousemat if you repair computers?
It’s about perceived value
That’s how much it’s worth to the customer, rather than what it costs you. The more valuable your gift is perceived to be, the better the response. A wall planner might cost you 30p each – but your customer would have to pay ten times that to buy one from a shop.
Talk to your local studio and we’ll find some gifts to suit your business.
Understanding why your customer has stopped buying from you is the key to winning them back.
Losing a customer is never a nice feeling
Even the best businesses lose customers, often through no fault of their own. For every customer lost, another has to be found, otherwise your customer base would dwindle to nothing.
Sometimes it’s easy to be focused on answering the front door to new customers, and neglect existing customers leaving by the back door.
We all know that existing customers are easier to sell to – they know you and you know them. And loyal customers tend to be more profitable. So how do you increase the likelihood of them staying put?
How many customers have you lost?
First you need to determine what you’d consider to be a ‘lost customer’. If you keep records of each customer’s transactions, you’ll get the most accurate results. If you don’t, just make some sensible judgements.
On average, how often do your customers buy from you? Once a week, once a month, every 9 months? We’ll call this their ‘frequency’. Ok, now when did each customer last order? We call this their ‘recency’. So if a typical customer’s frequency is an order every 3 months, and the recency of their last order was 5 months ago, we may have problem.
So, why haven’t they called? Is there a good reason why they’ve gone AWOL?
It’s probably one of these common reasons, so here are a few ideas on how to stop them walking…
1. You messed up
It happens to the best of us so don’t get disheartened. See it as a great opportunity to make it up to them and convert them into your number one fan. Remember though, just because they haven’t complained doesn’t mean that they are happy. However, research shows an unhappy client who has their problem resolved is more loyal than one who has never had a problem.
2. They just forgot about you
Ouch. Try to keep in touch as much as possible (without stalking them). Encourage them to follow you on social media and have them on your marketing mailing list.
What would mailing them once a month do to your business? It’s a great way to stay on their radar. Add yourself to their mailing list too so you know what’s going on in their lives.
3. They’ve found it cheaper
Don’t panic. Especially in these times, it’s tempting to discount yourself out of business just to win them back. If you’re competing solely on price, there’ll always be someone to undercut you and the downward race to the bottom continues.
Give quality of service and value for money that they can’t get anywhere else. If they really want the cheapest then have the balls to say goodbye – it’s absolutely fine to ‘fire’ unprofitable customers. If your competitor lets them down, or your customer is disappointed with their quality, you’ll still be there with a box of tissues. Just don’t gloat… nobody likes a smartie pants.
Want customers to remember you?
Use postcards. New research has shown print is more memorable than online ads.
A week after people saw both, Temple University found printed ads showed greater emotional response and memory. Print also caused more activity in brain areas associated with value and desire. Print makes them remember you. And want you.
Do an experiment. Count the emails you got last week. Include those in your spam/junk. Now count the postcards or brochures you got in the post. We bet it’s significantly less. Significantly. Want your message to get through? Use print. You’ve got their post box to yourself. Our Postcards are now up to 62% off, with a new 50 starting quantity. If you want customers to say your name, print it.
What is it about scratch cards that makes them so irresistible? Find out how you can use them on a budget.
Your customers receive a multitude of messages every day, in a wide variety of formats. It takes a little bit of thought and planning to make sure your message stands out. If you give out leaflets or vouchers with discount offers on them, think about putting the same offer under a scratch card panel. The fact the person has to spend time scratching off the panel means they spend more time participating with your promotion – making them more likely to buy.
Whether your goal is to increase sales, create a customer reward program, or engage your employees with an incentive scheme, scratch cards are one of the most versatile and fun ways to promote yourself.
People love to scratch
Scratch cards have the advantage of being simple, well known and offer the opportunity to give customers something for nothing. This increases your ‘stickiness’ – people should keep returning if you’re offering them a chance to win money off or prizes.
Of course, everyone loves gifts and prizes. People love to ‘win’ things. They even love to participate in anything offering them a chance to win. Win prizes! You win! Winner! See how powerful these words are? It could be anything from a free pizza to free delivery. It could be a discount on your products or services… or even just a free Curly Wurly.
There’s no time to lose – start thinking about how a little bit of scratching could benefit your business.
Eight easy steps to designing a perfect scratch promotion…
Our scratch cards are really versatile – you’re in complete control over how they work. Answer these questions to get going…
1. What are you trying to achieve?
You might be trying to win new customers or get more repeat business from existing customers. It helps if you know what you want to get out of it.
2. What prizes are you offering?
You could have the same ‘prize’ on every scratch card, but that kind of defeats the purpose. It’s best to think of the prizes as mini-offers, so maybe give something free with a purchase, or money off a product or service you’re trying to sell more of. We’d recommend having three or four different types of winner and then some losers, if you’re feeling mean.
In this game 500 of the cards are losing cards. The rest are winners.
3. What will your ‘hot cards’ be?
Hot cards might be a few extra special, star prizes, which you can use to focus the promotion on – “win a free MOT” or “win a free meal for two”. Unless you’re using a security printing company (and paying a fortune for the privilege), we don’t recommend putting cash prizes or anything of particularly high value under the panel. What you put under the panel is up to you. It could just be words or you might try something more engaging like a game.
4. How many losers will you have?
You have complete control over the mix of winners and losers. It depends on the value of the star prize you’re giving away. Nobody likes to go away empty handed, so maybe give your losers some sort of consolation prize – a discount or a ‘roll again’.
In this game the prizes are of more value so the majority of the cards are losing cards.
5. What size?
Our scratch cards now come in a whole range of sizes, from business card up to A5. Most people choose Regular, which at 100x50mm, is about the same size as a lottery scratch card. Simply choose the size you want, then buy one set for each message you want under the panel. Mix and match quantities – they don’t have to all be the same.
6. What’s your theme?
The best scratch card promotions use a theme and a game that’s relevant to the business. Or maybe tap into the season? A christmas cracker? A winter getaway. A new year bonanza. Or ready for Valentine’s day love?
7. What will you put on the back?
Either terms and conditions or use the back as a data capture form to increase your mailing list. Get people to give you their name, email and other details when they claim their prize. Perhaps have a second competition for any losing cards to go into a draw to win a different prize. This in turn enables you to establish and implement effective and appropriate marketing campaigns.
8. Who will design it for you?
Us! Your local studio team can help come up with ideas for your promotion. Give it a little thought and then let’s get together to create a high-impact campaign which wins for you, as well as your customers.
Folded leaflets make great mini brochures. Imagine the world before some clever Henry invented folding. Imagine the size of linen cupboard youd need to fit your duvet cover in? Well, if youve got more to say than you can fit on a leaflet, get a bigger leaflet and fold it. Makes sense really. Theyre easier to handle, cheaper than a booklet and cheaper to mail out (if you follow Royal Mails guidelines).
Some of our more popular folds – ask if you don’t see the one you want.
HALF Folded in half on long edge. Available on A5 and bigger.
LANDSCAPE HALF Folded in half on short edge to make tall or skinny shape. Available on A5 and bigger.
3 PANEL ROLL Folded into 3 panels, with the third panel tucked inside the others. Available on A4 and bigger.
4 PANEL ROLL Folded into 4 panels, with each panel tucked inside the previous. Available on 4 panel DL, 4 panel A5 and 4 panel A4.
3 PANEL CONCERTINA Folded into 3 panels, like a concertina, into a ‘Z’ shape. Available on A4 and bigger.
4 PANEL CONCERTINA Folded into 4 panels, like a concertina, into a ‘M’ shape. Available on 4 panel DL, 4 panel A5 and 4 panel A4.
CROSS Folded in half, then half again, to end up quarter of original size. Available on A4 and bigger.
Believe it or not, the actual material your brochure is printed on makes a difference to how you are perceived. See www.printing.com/leaflets for prices on all our paper types and check this handy guide to see what your choice says about you…
100gsm silk coated conveys value and economy. ‘No frills’ look, ideal for sales or discount offers.
115gsm gloss coated makes colour photos look most vibrant. Use for low-cost menus or mail drops.
100gsm uncoated is best for reading text or writing on – use for forms or instruction sheets.
150gsm gloss coated is thick and glossy – photos look amazing on high-gloss, with low show-through.
160gsm recycled uncoated looks natural. Premium and sophisticated. Upmarket and understated. Easy to write on.
170gsm silk uncoated is elegant – think eggshell paint. Coated thick finish, looks professional.
Leaflets come in a huge range of sizes. If you have a simple message, A5 is our most popular size. We print double sided as standard – so use the front to capture attention, then the reverse for detail and your ‘call to action’ – what you want prospects to do next.
When you’ve more to say, it makes sense to spread your message out. Folded leaflets are easier for people to digest – look how our story unfolds in this brochure, across 8 panels. It’s easier for readers than one huge sheet.
If you’re posting out your brochure, stick to something which folds to A5 or smaller. That way you qualify for the lowest postal rate. Everything in this brochure falls into the lowest weight postal tier too.
For more sizes and folds, choose ‘every possible option’ at www.printing.com.
Is your marketing like a swinging pendulum?
Nothing, then lots. Nothing, then lots? We’ve all been guilty of this. Do a bit of marketing. Then it gets busy. So we stop and focus on doing work. Then that’s done. Then it’s quiet. So we start marketing again. But it takes a little while to get things in motion. And then we’re busy again. So we stop. Boom to bust, feast to famine, extremes are never helpful. Best to do a little bit each week. Work out what you’re going to do over the next couple of months, then stick to it. Being consistent is important. Better to do little bit, often. A dripping tap of marketing.
Sounds obvious doesn’t it? Before you start a new brochure, be absolutely clear what you want.
Is it to sell something directly? Is it to support you during a sales meeting? Is it to launch a new product to existing customers? Or introduce your business to new prospects?
Each is a valid objective. But each has a different purpose and your message should be different.
Ask yourself “what do I want the reader to do?” and work back from there. Cheat. Ask for early feedback from existing friendly faces. Ask them “after you’ve read this, what would you do?” If it isn’t what you want, try again.
The typeface you use says much about your business. Your font choices determine whether you look old-fashioned or hip. Trustworthy or exciting. Traditional or fun. Safe or outrageous.
Don’t use too many fonts. That looks amateur. Cheat. Get a professional look by sticking to a couple, and use them in different weights. Ask us about font-pairing to suit your business.