…Is To Remeber Who Loves ‘Em!
March 27, 2009
This isn’t a vegan rant, so don’t X out until you’ve at least finished the second paragraph. I returned from a New York City vacation a few weeks ago. While there, I stumbled across a vegan ice cream/dessert shop (no animal ingredients of any kind: no milk, no eggs, etc). Anyone following a vegan diet knows how hard it can be to find such an establishment. I stormed into the shop, confirmed that everything was vegan, and literally high-fived the cashier in delight. There was little that could be done at this point to stop me from ordering something.
While this shop may have a hard time attracting the attention of non-vegans, they’ve likely got a solid base in vegan customers. That ice cream shop isn’t unique. Most businesses have some kind of customer foundation below their expected customer turnover. That solid base can be very comfortable; “I know that I’ll have these loyal fans while I go out and try to reach new people.” Reaching new audiences should obviously be a priority, but don’t get lazy — be sure to make the most out of your long-lasting relationships…the folks who you know have and will continue to stick around.
Be sure to reach out to your VIPs. Sounds simple and obvious enough, right? The trick here is to actually TREAT them like a VIP. I’ll explain:
There’s an eatery at the mall that I’ll eat at 9 out of every 10 mall visits. The food is alright, but that’s not why I go. I go because the owner remembers me every time I show up. What I like is the feeling of going to see a friend. He’s not just cordial, he’s personal. It could be 3-4 weeks between our 3 minute exchanges, but he still remembers me. He developed a relationship with me.
I’m willing to bet that you’ll see an increased response from your audience if you let them know that you know them. Whether it’s a fast food place at the mall or a major online retailer, the customer wants to be acknowledged and remembered (easier for the online folks, I know).
Like I said in my very first post, make it personal.
