What’s another name
for personalized printing? Relationship marketing! This is an approach that uses
personalized printing to focus on nurturing long-term customer relationships
rather than pursuing just the short-term sale. How does this work?
Say you are a
family-owned hardware store. Typically, a customer walks in, does his shopping,
and you are available to answer questions and recommend products. You hope that
your excellent service, quality merchandise, and expertise will maintain the
customer’s loyalty. You might have special promotions or discounted merchandise
in a bin at the front of the counter, as well.
What might this
look like if you decide to add relationship marketing?
It looks a little
different. Each time a customer walks in, you smile and greet them, but you
also ask if they would like to be on the mailing list for your newsletter “Tips
for Shop & Home.” If they say yes, you collect their name, address, and additional
information, such as whether they rent or own, have children and their ages,
and any specific home needs such as a garden, pool, or workshop.
Once a month,
you send out a personalized newsletter addressing each customer by name. You
customize the content, providing weatherizing tips, suggestions for ongoing
home maintenance, and relevant offers based on what you know about their
property. If they garden, for example, you might offer planting tips and
discounts on seeds, berry bushes, or garden mulch. If they have a pool, you
might offer winterizing or seasonal opening tips.
To deepen the
relationship, you find other opportunities to engage your customers, as well.
This might include an occasional customer survey, feedback form, or contest
(such as best recipe using home-grown vegetables or DIY project). This makes
each customer feel valued and more deeply engages them with your store, while at
the same time giving you more information to further personalize future
mailings.
That’s
relationship marketing—and it’s one of the opportunities that make personalized print so powerful.
Please give us a call at 440-946-0606
Or visit our website here for more information.
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