Marketing Profs

Putting the V.I. back into V.I.P.

The concept of holding special V.I.P. sales for your best customers and the relatives of employees is nothing new. It's a win-win situation: Those most responsible for your company's success feel appreciated, while you receive increased loyalty.

Blogger Greg Verdino often receives V.I.P. mailers from the stores he frequents, and has participated in several of his clients' employee discount programs. But he couldn't believe it when he saw a newspaper insert advertising a V.I.P. Family and Friends Event from a major retailer. "Promoting a private 'V.I.P. event' to everybody who happens to subscribe to the Sunday paper," he writes. "Isn't this what retailers used to just call a 'sale?'"

If you're tempted to play fast and loose with those you include in a "family and friends" campaign, consider this:

• No one feels special if your definition of V.I.P. is "anyone who walks through the door."
• Future events lose their punch if your V.I.P.'s know they're getting the same deal as everyone else.

The Po!nt: Verdino's friendly advice: "Consumers aren't stupid enough to believe that you really think they're all V.I.P.'s. Those who aren't will see right through your ploy, and those who are will probably feel like you couldn't care less."

Source: Greg Verdino's Marketing Blog. Read his complete blog post with comments here.

---