Dec 03, 2004
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Are you about to send a special "warm fuzzy" holiday card or gift to your top customers? Here's an idea I love from Teri Schacker, head of marketing for the Credit Union Executives Society...
This fall she researched to find out which common attributes her top 100 best customers all shared -- aside from being great customers of course. These might be location, number of employees, types of purchases, email open rate, whatever....
Then she ran those attributes across the rest of the Society's customer files to pinpoint who else matched those attributes, but wasn't a top customer yet. Turns out roughly 50 additional members matched the demographics and characteristics of top buyers.
So now she's launched a year-long campaign focusing on those should-bes, and essentially giving them the kid-glove special treatment that top 100 customers get. I'll bet by next holiday season many will have moved into the ranks of top buyers.
This is such a great database marketing idea -- you can copy it a bit by simply extending the reach of your normal holiday goodwill campaign. Perhaps you can encourage a few more pretty good customers to grow into extremely good ones :-)