No. 1 Priority – Win Your Customers Back

Make Customers Your Priority featured image

#1 Priority – Win Your Customers Back

Make Customers Your Priority featured image

Putting Your Customers First Has Always Been Important, But Now It Has To Be Your #1 Priority.

Marketing to your existing customers has always been important and they are your greatest asset. It’s much easier to reach existing customers through your marketing than it is to gain a new customer. COVID-19 will certainly test the loyalty of your existing customer base as it affects traditional business-to-customer relationships. Therefore, as businesses look to recover and re-open or increase the level of existing operations, re-engaging with current customers should be your #1 priority.
Unlike in the past, many customers may be hesitant to return to your place of business. They may be concerned over safety issues, be suffering financial hardships, simply don’t know if or when your business will be re-opening or providing the services they previously purchased. Now is the time to re-engage with your existing customers and let them know how you’re taking their safety concerns seriously and remind them that your business is open and ready to meet their needs.

So, how do you get the attention of your existing customers while reassuring them that you’re paying attention to their needs and concerns?

Create A Special Offer For Your Customers To Show Your Appreciation

Nothing says “we appreciate your business” more than a special offer for loyal patronage. That’s why it’s important to show your customers that you are grateful for their business by giving them an incentive to return after restrictions are lifted. Some customers may need that extra incentive to return to normal consumer behavior. Others may simply be looking for deals from businesses they’ve purchased from previously. Whatever the case, make sure you come up with a special offer to get your customers off the couch and into your business.
It’s important to keep your special offer “valuable” and a deal not to be missed. The idea is that the special offer provides enough incentive to get your customers out of the comfort and safety of their own homes and into yourbusiness. By providing something special – a discount off of a high-cost item, a buy one, get one scenario, or even free product (perhaps a discontinued or a previous model of a product). The key here is to incentivize customers with an offer that is something exciting and is perceived as high-value.
Depending on your business, and whether you closed during the initial COVID-19 quarantine, or simply scaled back your operations, you may want to choose your offer carefully. For instance, if you sell “non-essential” items that consumers have been reluctant to purchase during the pandemic, use a more aggressive offer to ensure that customers will take advantage of it.
Consider using a phrase that is specific to your situation to appeal to your customers. For example, if you have been closed since the beginning of the coronavirus restrictions, you might want to use something like “We’re Back! Come back this week and get 20% off your purchase!” Some other phrases that you could consider using (based on your situation) are:
Win back your customers mailers

“Win Back” Phrases To Use

  • We missed you! Come back today!
  • It’s not the same without you…
  • We’re ready when you are
  • We’re open! Come stop by
  • Save [promotion details] when you come back to us!
  • Hey, [first name], We’re open again!
  • We’ve changed to safely serve you
Once you’ve created the special offer with an appropriate phrase to get your customer’s attention, you’ll need to deliver it to your customers. Direct mail still yields the greatest response rate. Combine your direct mailer with Spectrum Mail Plus, our omni-channel marketing program, and you can reach your entire customer base in their homes with that special offer, both in their mailbox and online.

Hold A Special Customer Preview Day Before The Main Sales Event Starts

Everyone loves the thought of being first to preview a new product or being the first to try out a new service. Consider holding a special customer preview day where you invite only your customers to come and preview a big sale (a big reopening sale, perhaps) before the general public.
What is the benefit of doing this? First, it gets your customers – the folks who have bought from you before – in your establishment. If they’ve bought from you before, chances are, they will again. Second, those consumers that were previous customers are likely to spread the word or even bring a potential customer with them to your “preview”, thereby increasing your exposure beyond your list.
Last, holding a preview before the main sale begins can give you insight into what the response will be to your direct mail marketing campaign. Knowing which offers were redeemed will help you prepare your inventory appropriately. Do you have enough product on hand for your most popular sale items?
Your customers are likely to be honest with you and will give you candid and pertinent feedback that might help your main sale be more successful. Make sure you solicit their feedback when they attend your preview event because you may learn some invaluable insight.

Use Promotional Periods Longer Than What You May Have In The Past

Doing business post-COVID-19 is most definitely going to be different and you’ll need to adapt to the new “normal”. Previously, you’ve probably held weekend or 2-day sales to get people to come in during a specific promotional period. After restrictions are loosened from the coronavirus, you may have to lengthen your promotional period to accommodate for fewer consumers in your business at a time and to give your customers more time to respond to your sale.
It is important to take into consideration the restrictions that your state and community have imposed on businesses in the process of reopening. Some restrictions call for a staggered reopening with different businesses and industries opening days apart with specific instructions as to how many customers can be in the store at a time, how far apart tables need to be for dining, etc. Know what those restrictions are and consider them when planning the length of your sale to enable all of your customers to visit your store during the promotional period.
Clearance Sale HD

Extend Your Event’s Draw With Spectrum Mail Plus

Pool and Spa omni channel marketing image for spectrum mail plus
As mentioned previously, using our omni-channel direct marketing program, Spectrum Mail Plus, to increase your business’s message frequency and reach is highly recommended. Your customers are currently searching for products and services from the comfort of their home. If you use traditional marketing methods like direct mail, combining that with social media and online ads, you can increase your response rate 23-46%. What better way to entice your customers to get off the couch and visit your business!
Response rates for direct mail are already better than all other mediums combined at 5.1%. Combining that with digital ads on social networks like Facebook and Instagram increases the likelihood that your customers will see your ads multiple times before setting foot in your establishment. That repetition is critical to generating response!
Omni-channel marketing has already proven to be the best approach to direct marketing with Spectrum Mail Plus having consistently demonstrated the ability of the method to significantly impact performance. Try Spectrum Mail Plus with your next direct mail marketing campaign and experience the difference in response to your marketing!

Let Spectrum help you make sure your greatest asset, your customers, will come back ready to buy and continue to return.

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Marketing Planning for Your Big Comeback During Covid-19

Marketing Comeback

Marketing Planning for Your Big Comeback During Covid-19

Marketing Comeback

Time to Start Putting Together Your Business’s Plan for Your “Grand Re-Opening Event”

Could you reopen much earlier than expected? While we all recognize that the timing of businesses reopening during the coronavirus pandemic will be based on a variety of factors, most believe that it will start to happen earlier than anticipated. So without a crystal ball on the exact date for your; industry, state or local market, our first recommendation is, “be prepared”.
If you’ve closed temporarily or reduced your staff and hours significantly, you’re probably already trying to figure out when you can return to normal business operations. But how do you know when you’ll be allowed to reopen and more importantly, how will you go about your business’s “big comeback”?

You’ve probably scaled back your advertising efforts, which is understandable, however, you shouldn’t have stopped marketing completely. Why? There are a variety of reasons to not stop direct marketing, the biggest of them being that consumers are spending even more time at home online surfing, on social media and checking their mailboxes – it’s the perfect time to market to them and let them know that your business is still serving your customers. With more decision makers at home, reaching out with a direct mail campaign can deliver more impressions and generate higher response.

To position your business effectively for when the time is right, we’ve developed the following planning guide. We can help you address these critical steps:

Top 3 Planning Priorities

  • Pull your existing customer list
  • Get your messaging right
  • Prepare your marketing materials

Pull Your Existing Customer List

While your business may have slowed and there’s a few calm moments, take some time and review your existing customer list. Inevitably, there’s some list work that can be done to help ensure that you’re using the most up-to-date data on your existing customers. When restrictions lift and business resumes, they’ll be the ones coming through your doors first and those you should reach out to first when your business reopens. So, clean, update and get an understanding of list counts for one-to-one marketing outreach so that you can hit the ground running.

Get Your Messaging Right

Next, consider this: a lot has changed in our country, states and local communities in the last few months and it’s affected how business is operated. As a business owner, you’ll need to take this into consideration when you’re communicating your message – what are you customers’ needs? What are their concerns relative to social distancing? How will you deliver your product and/or service to meet their expectations of safety?
You’ll need to address topics like, safety, trust, operating adjustments, product/service offerings and more in your messaging. You’ll need to assure them that you’re practicing the best safety methods and that you’re putting their needs and concerns first.
Drive Thru pickup sign
For instance, by continuing to include a curbside pick-up or delivery option to address concerns about shopping or being amongst large groups of people is a great way to instill confidence and loyalty for customers as they begin to resume normal shopping behavior.
Have you lost market share since COVID-19 began? It’s possible you may have to re-establish your position in the market. What may have been an easy sell before may be more challenging now with consumer spending having decreased. You may be in the unique position to GAIN market share if you are quick to adjust your business or you offer products and services that withstand the current challenges. If that’s the case, your marketing efforts could pay dividends as business returns.

Prepare Your Marketing Materials

Once you’ve cleaned your customer lists and have determined what messaging you’ll use for marketing, it’s time to identify an appropriate theme, format and design for any direct mail campaign and have it designed and ready to go so that you can either start marketing or react quickly to changes.
You’ll need to determine what formats and designs will have the most impact on consumers. Ensure your direction provides enough physical space to effectively reflect; your products and services, safety measures being taken to build trust, present strong offers and stand out in the mailbox.
We also recommend using a combination of traditional direct mail and coordinated digital marketing targeted to the same recipients to reintroduce your business. Combine direct mail and digital with Spectrum Mail Plus?
Craving a comeback restaurant mailer
With Spectrum Mail Plus, you can reach your customers in their mailboxes and online, through both Facebook and Instagram (where they are spending the majority of their time these days). The digital ads will reach them before, during and after they receive your mail campaign. Because many consumers and their families are housebound, the digital aspect of Spectrum Mail Plus has helped lift the response of traditional direct mail campaigns substantially. Typically, we see a 23-46% increase in overall response.

Planning Is Key To Your Marketing Success

As with any campaign, planning is key. Just as much thought should be put into how you’ll deploy your post-COVID-19 campaign as the campaign itself so that you can optimize its impact.
Once businesses begin to reopen and our communities returning to a “new normal”, you’ll need to be prepared for increased consumer demand. Many businesses have suffered from quarantines and lockdowns both government and self-imposed and as a result, production has decreased for many businesses as they cut back due to declining revenue. The key is to not cut back so far that bouncing back is impossible. Judging by the effects of COVID-19 from China and Europe, business recovery post-COVID-19 is coming along at a rate much higher than predicted.
This said, it’s important that businesses prepare for the increased demand once economic recovery has begun and businesses begin to bounce back. The future is still uncertain, however, it is essential to prepare rather than be caught short.

Spectrum Can Help

The important thing to remember is that we’re all in this together. When you’re ready to talk about marketing planning for your big post-Coronavirus comeback, let us know. Spectrum is here to help.
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