by Kirby Hasseman
Let’s start with a statistic. It will really make you think.
Studies show that 69% of customers who leave you (as a customer, donor, supporter, etc.) do so because of “perceived indifference.” They will leave you because they simply don’t think you care.
Seriously, think about that. Nearly 7 out of 10 lost customers come down to the fact that you didn’t show them that you gave a crap about them.
Customer Loyalty—The Stakes are High, But It’s in Your Control
This statistic both frightens and excites me.
On one hand, it means that my customers could leave me because I have just been careless and lazy. It means that if I am not careful, my competitors could swoop in and take my revenue…just by caring more! Am I doing enough to show my customers, regularly, that I sincerely appreciate their business? Are you? The question itself seems scary.
And yet, on the other hand, it is an entirely fixable (and improvable) situation. If I am not doing enough to show them, I can fix it! It is totally within my power to do so. That’s a good thing. I don’t have to wait for some cosmic shift in the economy, or some other outside force to change. This is something I can fix all by myself. I just need to care more, and then follow through with actions to demonstrate that I care.
Create Systems to Improve Customer Loyalty
On the third hand (is that even possible?) I see this statistic about perceived indifference as an opportunity. It means that most businesses—and likely my competitors—are NOT caring enough about their current customers. That means I (and now you) can create systems that allow you to gain market share…through caring! How cool is that?
So how do we do it?
Let’s talk about two very concrete ways to ensure your customers always know you appreciate them.
Two Strategies for Customer Retention
Start a Habit of Sending Thank You Cards
It’s funny. Sometimes the things that make a big difference in your customer’s eyes are the simplest.
- Send your customers a card on their birthday.
- Send them thank you cards for their business.
- Send them a holiday card.
- Send them a Thanksgiving card.
Most people open their mail standing over the trash can because all we get are bills and junk mail. A heartfelt thank you card really stands out.
The reason most people don’t send out cards regularly is they lack a system.
Let’s face it; most of us have good intentions. But those intentions go out the window when we can’t find the right kind of card, or we can’t find a stamp, or we don’t have the person’s address.
We need to schedule a specific time each day (or week) that we send out cards. One of my favorite practices is to try to create a reason to send out at least one thank you card each day. Sometimes I send a card to thank a customer for a purchase they made. Sometimes I send one to someone who helped me. It’s a fantastic practice.
Two things will happen. First, your customers will NEVER think you don’t appreciate them. And second, you will have a better attitude about life. If you spend every day trying to find something to be thankful for—guess what—you will become more grateful. That’s not a bad side benefit for doing something to help you increase your business! Now let’s talk about how to create customer retention with promotional products.
Send Quarterly “Thank You” Gifts to your Best Customers
If you are like most businesses, 20% of your customers or clients produce 80% of your sales. It’s not a universal rule, but it is surprising how often it is true.
So those 20% are the clients you REALLY want to show that you care. So, in addition to sending them a birthday card, a Thanksgiving card, and thank you cards, you want to reach out with something extra special at least once a quarter.
Start by establishing a budget.
How much are you willing to spend over the course of a year in order to say “thank you” to these top clients? Remember, these clients are your bread and butter. This is probably not the time to go cheap. How much you can afford to spend retaining your best clients will be different for every business, but, in my experience, you don’t have to break the bank.
Figured out how much you’re able to spend per year, per top client? Now, just for argument’s sake, let’s assume this number is $100 per year. That is, you’ve determined that it’s worth it to your business to spend $100 over the course of a year to say thank you to these top clients. Divide your number by 4. This means you have $25 per quarter to create some sort of gift to give to these clients.
This is more than just a nice gesture. This promotional gift shows your appreciation for them, and it also showcases your logo, reminding them each and every time they use the gift that you are a great company to work with! The trick is to tailor the gifts to your audience.
Start a quarterly thank-you gift program and you’re now “touching” these clients 4 more times a year with a tangible, useful piece of appreciation.
A Plan for Thanking Your Best Customers with Awesome Promotional Products
How does this work? Let’s give you an example. Let’s say you are an insurance agent who has a wide variety of customers. You have business professionals, farmers, families and more.
This diverse group of customers gives you an idea of things you do and don’t want to give. So, your quarterly gifts might look like this:
Quarter 1: Roadside Safety Flashlight. This makes sense because you are not only promoting your brand, but you are showing you care about your client on the road.
Quarter 2: High-End Travel Mug and Cooler Bag. This is a cool combo because your clients might be thinking of vacations or road trips for the warmer months. Great way to remind them that you are with them through the miles and smiles!
Quarter 3: BBQ Set. At this point they will be in barbecue season with tailgating just around the corner.
Quarter 4: Executive Calendar and Tumbler. These two gifts are sure to stand out in the office and the home.
Obviously, these are just a few ideas to get you thinking. There are thousands and thousands of options. But these are some cool things that transcend generations and gender.
Streamlining the Process of Ordering Promotional Products
Also, here’s a quick tip to make this easier for you.
Call your promotional products consultant (that’s us!) and tell them your plans. We’ll help you find the perfect products that fit your budget and will be genuinely appreciated by each of your top customers. To make it even easier, consider ordering all four quarterly products at once. Have them shipped to you about a month before you need them, which allows you to spread out the cost over the year.
Pre-ordering for the whole year, “poof!” creates a reminder system for you, so you remember it’s time to say “thanks” again to your best clients. When the boxes arrive it’s time to start!
There are lots of ways to thank your clients, to kick the problem of perceived indifference to the curb, and to spread marketing joy all year round.
Get creative too and have some fun thanking your customers. You will be glad you did!
This post is an adapted excerpt from my book, Delivering Marketing Joy.
You can find all of the content we create on our blog page here. If you want to create a marketing campaign that truly hits the TARGET, check out our FREE TARGET Marketing Playbook here.
by Kirby Hasseman
There is a large group of people hovering anxiously around a painted line in the road. There is an electric energy in the air as they look at their watches. Some of the participants are stretching and kicking their legs in order to get ready. There is a shout from the front of the group, “Runners! On your mark! Get Set!” Then a shot rings out and the group of runners dash away in a group of controlled chaos away from the start line.
There are fast runners, slow runners, walkers, and weekend warriors. All of them have come to challenge themselves at this latest 5k. And all of them will be raising money for a cause. There are thousands of ways that organizations raise money to increase funds and awareness. Local 5K races are popping up everywhere. Why? Mainly because they are (relatively) easy to plan and there is potential for funds for the organization. (It doesn’t hurt that the organization can promote healthy living AND increase awareness as well!). And there is one thing that all of these 5K’s have in common.
It’s all about the SWAG!
Usually, it’s the race t-shirt that runners covet. But it could be the race bag, race medal, or all of the above! Runners want to challenge themselves to see how fast they can run. And they want to do it in a group for socialization and recognition. But don’t kid yourself. They want the race shirt. The lesson here is that (when done right) promotional products can have a BIG impact on your organization’s next fundraiser. The concepts on how promotional products can affect a fundraiser are similar to how they can affect behavior for a business. But just to get your creative juices flowing, let’s discuss a few here.
Increasing Donations
One way I have seen non-profits successfully use promotional gifts to help in fundraisers is to incentivize higher giving. The organization will create “gift levels” that inspire donors to give a little bit more to get the nicer gift. Obviously, if you are going to employ this tactic, you need to have promotional incentives that move the meter! The key is to focus on things that have really high perceived value, without breaking the bank! But you can see this technique successfully used by everyone from Big Brothers/Big Sisters at Bowl For Kid’s Sake to your Public Radio and TV.
When creating a program like this, value is very important, but so is exclusivity. If you can create a promotional gift that is a “one of a kind” then you have a great chance at really affecting behavior! If you want donors to really step up their donation, then you better step up your game. Think outside of the box here! What about a custom “lettermen’s jacket” that is done in the organizational colors? What about a custom guitar? Think of an “award” type promo that can be considered a collectors gift, but can also promote your organization for years to come.
The lesson is, if you want a big result then make sure you are thinking big with your items!
Increasing Participants
At the end of the day, you want as many people involved with your fundraiser as possible. One of the best ways to increase your membership is to offer an incentive to “sign up.” As an example, my team and I are helped a local mud run to increase racers and ultimately, increase donations to our local park. The race itself has been going on for years and was well-respected for the course and the obstacles. Now we just need to increase the number of racers! So the first thing we did was to improve the quality of the race day t-shirt. Many 5K races (and other local races) default to a basic cotton t-shirt for their race day giveaway. And for certain races, that is fine. The problem is, most serious runners don’t wear a basic cotton t-shirt when they are running. They want a nicer “performance” t-shirt. So by improving the basic t-shirt element, you not only increase the likelihood they will wear the shirt later (and promote your event) but the shirt also becomes a reason to do your race, rather than another.
As a runner, I know this is a part of the discussion when choosing a race. The other thing we wanted to do was incentivize early sign-up. Having racers signed up earlier has several advantages. You can better plan for everything from water stations to parking to even that t-shirt order. In addition, you get money in earlier to fund your promotional efforts. So one year we gave away a basic drawstring backpack for the first 250 racers that signed up. That quickly increased early sign-ups and helped us promote the event overall!
Promotion of the Cause
Of course, the long-term effect of these promotions is you also get to promote your organization or cause! At the end of the day, the reason you are raising money in the first place is so you can make an impact! By promoting your organization (long term) you not only increase your reach, but you also make fundraising in the future easier and easier. Why? Because donors are more likely to give if they know and understand the mission and impact of your organization.
So whether you are planning a local 5k to raise $1000 or a huge capital campaign with the intent of raising $1 million, make sure you consider the impact of including promotional gifts in the mix.
If you want to create the perfect race, sign up below here our free guide for planning your next 5k.
by Kirby Hasseman
The year was 2004 and my wife and I were on a fantastic sales incentive trip in Bermuda. We had a great time (as you might expect). But one of the unexpected highlights of the trip came when we were given the “Sales Leader” award by the company. We were thrilled, to say the least. Then, as one of the awards, we were given a watch. At the time I was excited about all of the recognition, and I put on the watch right away. It became a symbol of that night for me. I didn’t always think of that evening when I checked the time…but I often did!
A New Wrist Award
I am reminded of that because when I was recognized recently as a Rising Star in the Promotional Products industry, I was given a new watch! The simple fact is, I was very excited. I promptly took the old watch off (yes it was still the one from that night in Bermuda) and attached the new one to my wrist.
Maybe you think that some people don’t wear watches anymore. “They have a phone for that!” And maybe some people don’t. But I don’t think watches are going away. And more importantly, you should never pass up the opportunity to make your team feel this special.
If your organization would like to call out people or teams in a personal way, a watch might be the perfect award. This might just be the award they wear on their wrist, every day. I speak from experience when I say, “It is a powerful and positive reminder.”
If you want to say “thanks” for a job well done, then an everyday reminder is not a bad way to go.
Make sure you never miss an update. Sign up for our VIP newsletter. We send one email (yes just one) each week to showcase the content from Hasseman Marketing. Sign up here.
by Kirby Hasseman
I have worked with hundreds of organizations over the years that have (at one point or another) said, “We need a video.” And in most of these instances, they are right!
The problem with the concept behind most of the videos is, well, they stink. They are either too long, or too jargon-filled, or too salesy or too boring. And did I mention too long? The problem with all of these video ideas is pretty simple. The organization producing it makes the video for themselves. I mean, they don’t mean to do that. But they do.
Let’s face it, no one other than you wants to watch a 15 minute video about your company!
As a matter of fact, many people (raise your hand if you do this) actually choose NOT to watch videos if they see they are too long. So that means the video could be absolutely awesome, and no one would watch it anyway.
So what do you do? Make it fun.
Here are some reasons to make a video that is fun for your customers (and you)!
You Show Personality: If your company is boring, then this is probably not your thing. But most companies are not. And even if many people in your company are boring, someone within the organization might be a hoot. People like it when you show personality. They like to know who they are dealing with…and it allows them to get to know you when are you not asking for money! 🙂 Here is a recent video from Hasseman Marketing that shows us let our hair down.
You Can Sell (with less sales): At the end of the day, most of us understand that companies need create sales. But humans like to buy, they don’t like to be sold. A fun video can help you showcase features and strengths without it seeming salesy. In this video from Distributor Central, I learn a ton about their software. I also learn that I want to party with Dave.
You Can Show Off Facilities: When we moved into our new location a few years ago, we had some requests for tours of the place. I am glad to do that, but it’s hard to at scale…unless we do a video tour worth watching! To this day, this is one of my favorite videos we have created. I dare you NOT to smile.
The fact is, a well done fun video can do a lot for your sales. But in addition, I have found that our team has fun creating them. Don’t get me wrong, we have plenty of grumbling about the process on the front end. But once we get “rolling” we have a lot of fun goofing around and teasing each other. It’s like a team building exercise that we don’t have to go off site for!
So if you think you need to create a video for your company, you are probably right. But considering doing something outside the norm…and have some fun with . You will be glad you did!
P.S. If you think hard enough you can work in Ninjas. And everyone loves Ninjas.
Want more great content like this? We continue to post each day on our blog. Check that out here. Sign up for our VIP list! Get access to our weekly content and special deals…by simply going here! Sign up today!
by Kirby Hasseman
Smart marketers combine their advertising and marketing efforts all the time. I talk with business owners and marketers that talk about making sure their “branding is consistent” across the platforms of TV, Radio, and Print. That’s great! The problem is, they often tend to leave out Social and Promo when they consider their marketing platforms. This is getting better, but the problem still exists.
Another reason I like to combine the power of these two is they have another thing in common. Both Social Media and Promotional Products are often discounted as advertising media that “doesn’t work.” It’s ironic that these advertising venues are often discounted for the opposite reasons. Social is too new (for some people) and Promo is too old. As you might have guessed, I don’t subscribe to the theory that either of these advertising platforms “doesn’t work.” They both do (quite well actually) if you know what you are doing.
As Social Media guru and superhero, Gary Vaynerchuk says, “Just because you can’t shoot a three-pointer doesn’t mean your basketball is broken.”
Some people who are marketing with Social and Promo are throwing stuff out there without “spending any time in the gym.”
Give First Strategies
One reason I think Social Media and Promotional Products are great allies is they are both most effective when utilized in a “give first” strategy. As Gary points out in his book “Jab, Jab, Jab, Right Hook” a business that wants to be successful on Social Media needs to be willing to spend some time to develop credibility first. They need to add value by sharing information, humor, insight, and engagement (Jabs) to their audience. Only after doing this for a period of time does the business earn the right to effectively ask for the sale (Right Hook). The same is often true with the very best promotional product campaigns! The very best promotional campaigns are often built around branded products that are functional. They are valued! Although they are marketing tools for sure, when they are done right they are often perceived as gifts to the potential customer. The business marketer “gives first” to provide value. Then they have the chance to ask for the sale!
Targeted and Native
Successful marketers on Social Media are wise on telling their story in the native tongue of the Social Platform they are using. Facebook, Twitter, Youtube, and Pinterest (just to name a few) are different and distinct platforms. You need to communicate on these platforms “natively” or you have the real opportunity to turn people off. However, if you do speak “natively” and hit the mark with your message, you have the chance to make a big impact. Similarly, you have the same challenge and opportunity with Promotional Products. When done right, you can reach right into the homes, offices, and lives of your exact target market. But if you don’t give real thought to where and when your promotional products will be used, you might miss the mark before you even have the chance to tell your story!
Pump Up Posts
So if both formats are “give first” formats, I suggest you get them to work together. When working with your social format, you certainly provide value by sharing appropriate articles, funny pictures, and informational videos. Those are great. But what about simply sharing the opportunity for branded swag? What about this on your next Facebook post? Take a picture of a staff member holding a cold beverage in a branded Coolie. Then post: “We will send a FREE Drink Coolie to the first 100 people to comment on this post!” That is a great way to provide value AND it nearly ensures customer engagement! Yes, you will incur some cost on a promotion like this. But you create a great deal of buzz within your audience AND likely increase your audience for the next time you want to try to make a sale. Oh, and you have created a great bond with the customer (or future customer) and given them a lasting token to remember you by. People still buy from people (and brands) that they like. Don’t let anyone tell you differently.
Affecting Human Behavior
Marketing has been, and still is, about influencing human behavior, right? That is where combing promotional and social really can create some magic. Last year, at Hasseman Marketing, we stumbled across a strategy that helped us increase our social presence…nearly by accident. In promoting “Promotional Products Work Week” we decided to increase awareness through our Facebook page. We wanted to promote the idea of how Promotional Products can help in business (sound familiar?) AND increase our presence. So we quite simply (and crudely) posted a picture of a staff member (Dustin) in our office holding a cute stuffed puppy (with a branded handkerchief around its neck). We said “We are having a contest today! For a chance to win this puppy you need to do three things: 1) Like our page, 2) Share this picture, and 3) like or comment on the picture.
Wow. The results were amazing. That one post is still one of the largest number of impressions we have ever received on Facebook (with no ad bucks spent) AND we increased the number of likes on our page by 40%. No, you can’t do this sort of thing all of the time. Yes, it could be obnoxious. But the results were incredible. It just goes to show you, promo affects human behavior! So work to provide value to your clients in both the Social Media world and the Promotional realm. It will pay off! But if you can combine them, you can Super Charge the effect!
Make sure you never miss our content! Head to our blog page to find videos, podcasts, and more articles like this one. And if you want to have this content delivered safely to your email once a week, sign up to become a VIP here.
by Kirby Hasseman
Kirby Hasseman, the owner of Hasseman Marketing, was recently named one of 10 “Rising Stars” in the Promotional Products Industry. Hasseman received recognition at a reception in Nashville at the opening of the PPAI North American Leadership Conference.
Since PPB launched the program in 2010, it has become one of the most sought-after honors in the industry.
“This year’s PPB Rising Stars are quite an impressive group,” says PPB Editor Tina Berres Filipski. “It’s exciting to see what these individuals have accomplished in their short time in the industry and refreshing to see the skills and initiatives they are bringing to it. These are the most watchable young pros in the industry and we are delighted to spotlight them at this point in their careers.” “It’s such a huge honor to be recognized in the Promotional Products industry,” says Hasseman. “And it’s great to a part of such a dynamic group.” All 10 were on hand to enjoy the celebration in their honor including:
Jill Albers, executive director of global sales, Shumsky
Kirby Hasseman, owner, Hasseman Marketing & Communications
Jessica Hutwelker, MAS, account manager, Sunrise Identity
Andrea Jaeckels, MAS, training and project coordinator, AIA Corporation
Ray Jimenez, national sales manager, Pacific Western Sales
Michael Marias, director of sales—Midwest Region, Hit Promotional Products
Ashley McCune, vice president of marketing and communications, Facilis Group
Sasha Pirrie, vice president of sales, western region, Logomark
Adam Taylor, vice president of development, Essent Corporation
Megan Zezzo, outside national account rep, Jetline
Hasseman was recognized for making an impact in the industry through content creation and education. Hasseman wrote the book Delivering Marketing Joy and has created a web show with the same name where he interviews business leaders around the world. More details on the award and individual profiles will be featured in the PPB magazine in the September issue.
