Question

Topic: Advertising/PR

How Should We Thank 2009 Customer To Get Repeat?

Posted by Anonymous on 1/15/2010 at 12:14 PM ET 125 Points
We are a small convention center that opened just over year ago. The reason for us being so new is our town was actually wiped out by a hurricane in 2004 . We are built directly on the Harbor and are a state of the art facility. I would like to send a card to all past clients who booked with us; seminars, expos, business lunches, concerts, charity events, ect
Recently our company went to the county to try and raise the rental rates which was over the news. The rates are extremely low for any convention center and actually lower then all the rec halls even in the town. The rates did not pass however people are upset that we tired to do this which is why I feel its even more important to send a thank you card for your 2009 business and hope to have to back for 2010.

Can someone help me some up with something short like 4 sentences for a handwritten card I am going to send to all past clients. We want them to know we support them (Even Non Profits who think after we tried to raise the rates that we don’t care for them)
Maybe play up the fact that we are on the Harbor with beautiful views. Any help is greatly appreciated!
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RESPONSES

  • Posted on 1/15/2010 at 12:26 PM Accepted
    Obviously the county officials have made the decision that they want to subsidize the convention center, and that profit isn't the objective. Maybe they are thinking that events there increase tourism or help nearby businesses, and therefore they're willing to lose money on the convention facility itself.

    I think a simple note that thanks customers for their business, and lets them know you'd be pleased to help them again this year, would be fine. No need to ask for the order in your note. And no need to remind them of the fact that your superior facility is under priced.

    The really classy thing to do would be to call them a week or so after sending the card to ask if they need any help planning their event for 2010.

    You need to communicate that, and behave as if, your facility is the best around -- and that it's not affected by the short-sightedness of the county officials. It's not logical that the best facility should cost less than others, so you need to go out of your way to make sure that the superiority is stressed at every opportunity. Otherwise all people will remember is that it's cheap.
  • Posted by marketbase on 1/15/2010 at 12:47 PM Accepted
    I know you want to keep the card simple, but consider including a pre-printed insert, encouraging them to Shop Around, Call for a visit/inspection (and offer them a complemenary dessert, coffee, etc.). Hand everyone who visits a critique card/form (short, few questions) which gives you additional feedback about what they liked, what they would want in the future, etc. Provide a 'ballot' sort of box in which they can drop the comment card for privacy, or give them a pre-stamped envelope they can mail it back to you.

    Handwriting the note is an extemely smart and personal touch in this day and age--Super idea!


    Best of luck
    jag
    MarketBase

  • Posted by Jay Hamilton-Roth on 1/16/2010 at 7:34 AM Accepted
    Why not call them? Find out their business plans for 2010+ and see how you can help their business?
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