It was a lovely surprise, even more special as she didn't need to but knew I would appreciate them.
They reminded me that often we just communicate with our customers when we want something (in other words we want them to buy from us) rather than giving them something just because we know they'll appreciate it.
One of our clients runs hockey coach education courses. They have a database of loyal customers and with their next round of courses starting until after the summer break, they wanted to do something to keep in touch. They wanted to engage rather than sell, so they emailed a detailed skills training paper knowing that many of them would be starting to prepare for the new season ahead. By giving rather than selling, many replied back to say thank you, ask questions and have in-depth conversations about how they can help them as well as receiving bookings on their forthcoming courses.
That's because marketing isn't just about selling. It's about understanding what your customers need and engaging them into a two-way relationship. Delighting them with something that's unexpected but truly appreciated will help to deepen their brand loyalty and ultimately build sales.
If you'd like our thoughts on delighting your customers, call us on +44 (0)1283 808460 or email tweet us @HannahSookias or @SookiasMedia.
