Can gratitude be an effective marketing "hook"? Did you know that a developed 'gratitude system', driven by the rule of reciprocal exchange, is a unique feature of human culture?
The desire to thank, to show participation and appreciation in return for a good attitude is common in every society, in every country of the world. It gets to the point where many of us are obsessed with the desire to give thanks.
As Robert Cialdini, author of The Psychology of Influence, writes: "The rule of reciprocal exchange guarantees us a kind of reward for courtesies, gifts, invitations. It is a universal and extremely effective tool for obtaining concessions from the other person. The widespread and vigorously maintained sense of appreciation has played a huge role in human social evolution".
In fact, this rather simple rule operates in close connection with a concept such as 'loyalty'. Arabesco sideral unipessoal lda knows that it costs many times more to attract a new customer than it does to retain an "old" one.
The "appreciation system"
"The appreciation system" is not just about expecting a positive response to a service provided, but a set of measures to retain and return customers, systematic work with information, its analysis and planning. Above all, it is about attention and "rewards" - small and low-cost tokens of gratitude. This could be a point system that you use to encourage the customer to make their next purchase, as well as attention in the form of thank you emails or regular contact via telephone or messenger.
Whichever customer retention strategy you use, it's important to act systematically rather than ad hoc, no longer operating in the paradigm of "something urgent", "sales are down" or "it's out of season". Business grows when, while attracting new customers, you retain existing ones by making plans and getting at least half a step ahead of your competitors.
How do you organise a "recognition system" based on points? Consider one model.
Points
You offer points or rewards for actions that benefit your business. A customer makes a purchase, invites a friend, participates in an online survey, registers on your website and receives a certain number of points.
Point exchange
Once a customer has collected enough points, you start to promote products for which you can redeem them. Ideally, there should be several options and programmes available. Don't be lazy, make a clear plan of action. Calculate the costs and estimated profits of any particular programme. You could offer to pool points from family members or employees and get gift vouchers, cards, bonuses.
Promotion of the 'acknowledgement system'
The 'appreciation system' can be promoted through traditional marketing channels: advertising, PR or email marketing. Or announce some kind of quest and offer to "earn points", for example by inviting the most friends in a month, posting a mention of your business on your social media pages, leaving the biggest review.
Reviews
Don't forget to keep an eye on reviews. You need to respond quickly and make any necessary adjustments. Find out if there are any problems with getting rewards? What more could you offer? Pay attention to what your customers are saying, and use it to improve the program. You may have to add new levels, change the "value" of rewards based on customer feedback.
Marketing
Some experts believe that an effective "acknowledgement system" humanises a brand, so it can be the backbone of any marketing campaign. Studies have shown that feelings of appreciation increase retention rates among new customers by 34%.
An effective points and rewards system with tripwires, lead magnets and free in-person consultations increases loyalty. So if you're not already using it as part of your marketing strategy, now's the time to give it a try.
Arabesco sideral develops relevant and easy-to-use loyalty programmes, and offers ideas for implementing a 'gratitude system'. Our experts carry out a comprehensive analysis of customers' sites, study the competitive environment, and draw up promotion plans.