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Endurance Training: Five Brand-Building Exercises

by Kimberly Smith  |  
April 7, 2009

When the slow season strikes, it's time to put some energy into pumping up that brand. These five exercises will show you where to start.

On your mark. Get set. Good.

Good approach for the off-season, that is, and a prime situation to be in—perched in a power position, reputation honed, and ready to grow—when things start to pick up again.

The following five exercises are designed to help you get there.

Exercise 1: Strengthen connections with your current customers

Shift your focus to your tried and true: your current customers, who require no acquisition costs and, with a little nurturing, could become one of your most valuable marketing assets.

"Attracting a new customer costs far more than keeping an old one happy. Not only that, but an old customer is far more likely to bring you new people via word of mouth than someone who isn't even a customer yet," Seth Godin wrote in a recent blog post.

For example, this MarketingProfs case study shows how Toronto-based FreshBooks, an online invoicing service, was able to more than double its customer base over the last year, much of that through word-of-mouth. How? By surprising customers with dinner invites, going out of its way to send a little something special when a customer has a baby or even just a bad day, and fostering friendships that go beyond the typical client-vendor relationship.

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Kimberly Smith is a staff writer for MarketingProfs. Reach her via

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