Covid19 is impacting all our business plans and has stalled many major initiatives.
The question is – going forward how will we retain our existing customers and rekindle their loyalty to our brand or service ‘during and after lock down’.
It is imperative as business owners we re-plan and consider putting in place a strategy and tactics for the near future, to rebuild our approach to customer engagement with a view to rekindle our customer base.
Explore a quick and simple but effective way to keep existing customers by recognising them for their business and loyalty to our brand or service and to engage with them directly on a 1:1 basis.
The most effective way to do this is using very basic marketing tactics and to personally communicate on a 1:1 basis.
Devise a communication campaign starting with a single message from the heart of the business saying ‘THANK YOU’ for their loyalty & custom.
There are a plethora of multi media techniques and missives available that we can use to get the message across – choose which is the most cost effective and expedient way to communicate.
Back to Basics: 3 Step Plan
Social media as we know plays a massive role in society and by placing a well structured ‘THANK YOU’ message on different social media means that it will reach as many people as possible as quick as possible.
Alternatively a simplistic well designed printed personalised mailing in the format of a ‘THANK YOU’ card or personalised em message.
A tastefully designed video with a message from the owner or CEO of the organisation or better still the front line employees expressing how much you value your customers and their business played in store (essential businesses only). This can also be featured on social media platforms thanking your customers for their loyalty and reassuring customers your business or service – will be back when it is safe to do so.
But most of all whatever marketing communications tactics you choose – do it now – and do it today!
I am afraid the answer is yes. They do make a difference and are the target of Retailers and Telco’s as well as other major industry sectors. There are 2.5 billion Millennials Worldwide demanding and exercising their right of choice and how they shop. Brands feature heavily in their core shopping habits and are part of their DNA.
New strategies are required to reach this unique technology savvy customer buying group. Marketers are relying heavily on omni channel environments and extensive use of targeted social media.
It is a whole new segment of the universe that from a retail perspective cannot be ignored. Embrace them, meet their demands and you will have their loyalty and wallets. Ignore them at your peril.
The Beach Head: Enterprise Marketing Strategy. Traditionally Enterprise Marketing Strategy used to be based on Market Identification, Positioning & gaining Market Share. Customers were identified by Type, Segment and Clusters, Transactional Behaviour and Channels of distribution,
The Market Tactics deployed were based on the the ability to successfully traverse The Chasm to the Main Street. Where the ‘choice pickings’ were perceived to be.
Whilst still a valid approach today for most Organisations and Enterprises it is a sound structured relatively easy approach to gain Market Entry & Share.
Now bring in the Change Element driving business agenda’s today.
A new challenger is in The Main Street. Disruption and Digital Re-Invention.
New Disruptive companies are business models like Uber (doesn’t own a Taxi) , Airbnb (doesn’t own any hotel real estate) and Amazon ( doesn’t even own any inventory) Disruption is changing the Customer purchase propensity and his relationship with the brand and the Enterprise – the business model is changing and Digital Re-Invention. Coupled with Cognitive and the IOT the Enterprise is able to devise Digital strategies that change the way Customers Interact, Communicate by channel & media of choice, Empathises with the Brand and becomes a true Customer Advocate.
Digital Transformation and Digitalisation coupled with a collaborative Ecosystem is the new DNA which Enterprises are embracing. In a recent study with a Bank it was reported on average that every $1 spent on Digital initiatives returned a $10 ROI.
It is understandable with this kind of ROI and the need to differentiate that Enterprises are prepared to be Disruptive and embrace Digital Strategies and Tactics to change the business to achieve commercial success.
The Airline Cargo Manager today has the responsibility to maximise the Aircraft belly hold and ensure maximum ULD Load and Profitability of Cargo per flight.
Without sophisticated Knowledge Management and Business Intelligence Systems how does he ensure his Cargo shipments are Optimised and Profitable. Despite all the experience and knowledge of the Cargo Manager there is always inventory left on the table and unsold capacity.
Thinking aloud, what if there was a Web Site similar to eBay that is purely focused on Airline Cargo?
Distressed Merchandise i.e. unsold Air Freight space could be sold by carrier to the highest bidder i.e. Shippers and Freight Forwarders community.
The benefits for the individual Shippers & Freight Air Freight, the Community Web Site would offer at a discounted last minute at auction rates.
The benefits for the Airlines participating in the scheme they would be to maximise belly hold and increase profitability every time .
Mobile is a great influencing factor in retailing trends and a key preference for consumers.
Mobile helps provide real data targeting opportunities 33% of smartphone owners have shared their location details with favoured Retailers to make themselves available to promotional messages and personalised communications.
Loyalty coupons are in growth mode with 18% of consumers having redeemed a mobile coupon within their chosen Retail outlet.
Watch this space.
What do you think-your comments welcome as always.