Clients ask me all the time "we have a great product and great service why are we having trouble retaining clients"? My first question is ....did you ask them to come back? Sounds simple doesn't it? But most establishments are so worried about getting the next client they forget the ones they have. Retention starts from the inside and not with mass media.
I also have clients who want to offer speacial packages through mass media targeting new clients and not rewarding there existing client base...bad move; sure you are always needing to add additional clients to the pipeline but you always need to make the ones you have feel special for being so. Thats were In -side-Out Marketing starts...maybe it's a bounce back card with a discount, maybe its a % off next time you vist or a free appitizer, but to let a client walk out on the belief they will return because of the experience is brand killing at its best.
In the next couple of weeks I will be talking about "In-side-out Marketing" as it pertains to training staff and clients and brand building using "Hands on the Street" and other topics. If you have any questions or opinions please feel free to post.
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