Question

Topic: Strategy

Bringing Back Old Customers And Attracting New

Posted by shannon on 5/13/2008 at 12:46 PM ET 125 Points
We are a distributor for wireless communications products. I have been charged to create a marketing campaign targeted at increasing our overall customer database - doing so by bringing back old customers and attracting new.

Money is not a barrier to my accomplishing this. The market is limited (customer-wise), so it has to be appealing enough to entice them to use us to purchase from. We have done rebate programs and free frieght...but I would like something a lot more creative. Any thoughts and ideas you can offer would be greatly appreciated!
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RESPONSES

  • Posted by Levon on 5/13/2008 at 12:59 PM Member
    Wage a contest. A trip for 4 to a conference (maybe the one being advertised by marketing profs). If the customer spends more than a certain dollar amount they are automatically entered.
  • Posted by darcy.moen on 5/13/2008 at 1:49 PM Accepted
    Oh this appeals to the Data Miner in me.

    Pull up your customer records and find all the customers who have quit using your service. Send them a 'we miss you' offer that is increadibly enticing. Most of these customers likely quit you for the competition, so you can be pretty liberal with your offer, after all, you are lonely, right?

    New customers may come at the expense of the competiton (again), so again, make a liberal offer for new customers. BE CAREFULthough, because some of your present customers may ask...if a new customer gets X, what do we get for being current loyal customers? Yes, feeling can get hurt, so keep it in mind.

    Reward new custoemrs for joining you. Welcome gifts with more airtime, etc may work too.

    Hope this helps you.

    Darcy Moen
    Customer Loyalty Network
  • Posted by shannon on 5/13/2008 at 2:22 PM Author
    Both of these responses are great. I am not so certain a contest would work - especially since they are tower/railroad/etc customers. I like the "we miss you" idea. And I understand about the current customers getting mad with too enticing of an offer - I yelled at my cell phone service for this very reason not too long ago :) Thanks for the ideas so far!
  • Posted by walter.rob on 5/15/2008 at 5:07 PM Accepted
    If money is no object...

    Why not find out why your old customers left? Create an e-survey, with a prize (or three) to be given out at random from the completed surveys. Be mindful of the audience - sounds like these might not be the Xbox 360 crowd. And make sure the survey is short - there's nothing worse than getting stuck in a 10 minute long questionnaire. Tell them how long it will take at the start.

    As for new customers...When your existing customers fill out the survey, email them back a thank you, and include something special (discount) for them if they forward a certain invitation on to one of their contacts.
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