The Stages of Creating a Loyal Customer
A thoughtful and measured marketing and sales process can create customers that build your business.

The key is to help your customers develop from a prospective customer into a loyal customer.

Prospects: Now is the Opportunity to Create Genuine Interest

The first step in building a loyal customer is to assist prospective customers in finding information about the products or services your business provides.

Some great ways to encourage prospects to learn more about your company include:

Positive word of mouth campaigns that are driven person-to-person, via the Internet (blogs and Website) and through the media (via articles and news stories).

Interactive promotions or surveys for prospective and current customers.

Clear, concise and consistent messages that are disseminated in all marketing strategies.

Interactive marketing efforts, such as your Website, retailer site promotions and other cross-promotion activities.

First-Time Customers: The Goal is to Pass the Test; From One-Time Purchase to Long term Customer

Research on customer loyalty confirms the importance of a company’s reliability and the responsiveness to such of first-time customers. Companies must follow through with the first (test) sale thoroughly.

A few quick ways to improve the sales experience:

Monitor sales via customer service and sales management programs. It is necessary to collect and utilize the sales and marketing information from all sales.

Remember customers and what they like and dislike. Provide sales representatives with the necessary tools to collect information, which can then be used to develop relationships or information about each customer. Add effective customer relations marketing and management activities that make the connection with the “testers,” or first-time clients.

Get fresh new ideas from all employees—from the direct sales force to the shipping department. Always work to improve contact with customers, especially through those on the “front lines.”

Customers: Expanded Selling Techniques are Crucial

Now is the time for the use of a variety of sales techniques, including cross-selling. It is important to create a positive and productive selling experience.

The following are a few ideas to encourage cross-selling and expanded sales:

Reward customers during the purchasing process. For example, offer a gift with purchase or special item for purchases over a certain amount.

Educate customers about new or perhaps lesser-known features or items.

Encourage more profitable multiple sales through education.

Reward buyers who submit feedback throughout the sales process. Provide opportunities for customers to give feedback with your company.

Loyal Customers or Advocates: Ensure That Customers are Skillfully Heard

Loyal customers or advocates have a relationship with your sales or marketing representatives, and are considered consistent and committed to your product or service.

How can a company’s interactive action help with this goal?

Active listening and personal interaction deepens customer loyalty. So companies need to build an environment that consistently listens to customers and promotes personal communication with and between customers and company representatives.

Establish online communities or blogs that promote and encourage positive, helpful communications.

Use online surveys to encourage dialogue and gather feedback.

Advocate and provide a platform for customers to interact and communicate on an industry-wide level.

Encourage customer input on new products and ads that can assist in better products or service and more effective use of marketing resources.

Study your customers in each of the customer loyalty stages. What tools and techniques can help you convert a prospect into a loyal customer?

Spokespeople Basics
Celebrity Representation

A spokesperson (spokesman or spokeswoman), or "spokesmodel" is a person who speaks on behalf of a company or organization for a fee, often a hefty one. For example, many popular movie stars and retired sports stars often become spokespeople (Catherine Zeta-Jones for T-Mobile, Michael Jordan for Hanes, among many others).

Employing a sports or entertainment celebrity to deliver key messages about your product or service via personal appearances, print, radio and television campaigns or media interviews can help attract attention to your product or service. The publicity associated with the known reputation of the celebrity will ensure a certain amount of buzz; the instant name recognition of the right celebrity will draw public attention for your product, services or organization.

Utilizing famous spokespeople is somewhat like testimonial advertising, because a spokesperson recommends others to use the product or service. For years companies tended to rely on established stars, such as Andy Griffith selling Ritz crackers, or James Earl Jones in ads for the Yellow Pages, to push products.

As competition in the marketplace intensifies and pressure mounts on companies to build profits, an increasing number of companies are employing famous actors, politicians and sports stars to attract consumer interest.

Using a celebrity spokesperson can be a lucrative relationship for the celebrity and company alike, assuming the quality of the product is good and a celebrity's value is high. Choosing the right celebrity—one that aligns with your company’s identity—is key in a successful celebrity campaign.

Unfortunately, a major danger of using a celebrity spokesperson is the unknown behavior of some celebrities. Negative media coverage of perceived "bad behavior or misconduct" of a celebrity can be catastrophic to a very expensive ad campaign. Companies need to closely consider the potential sales growth opportunity versus the risk of the product’s identity (due to association with a negative media scandal), before launching an expensive spokesperson advertising campaign.

Animated, cartoon celebrities can be great as "spokespeople," because their image and behavior can be more easily managed (via a reputable animation creator). One such successful program is Swiss Valley Farms’ new promotional and advertising campaign starring Garfield the cat (featured in comic strips and feature films). Swiss Valley Farms targets a wide demographic—both children and adults—which is something Garfield is able to attract.

If a celebrity spokesperson is right for your brand, do your research and get out your checkbook! The return on investment can be worth both your time and your money.

Headlines that Work

Advertising can be an expensive proposition to make each advertisement as effective as possible. What’s the initial indicator of an effective ad? It’s how well the headline gets the reader’s attention.

For many, the headline is considered the most crucial part of an ad. Whether a newspaper, magazine or even an internet advertisement, a successful headline pulls the reader in to get an advertisement read.

The headline goes at the top of the ad and must grab the reader’s attention within seconds to be effective. Remember that headlines don't sell products or services, they capture attention. Headlines are usually short and to the point so every word counts when creating a successful headline. For example, don't put your company name in the headline - use words that stand out, ask key questions or highlight benefits for the customer.

In this world of information overload, people skim when reading so headlines must convince readers to take a moment to read further into the ad.

Creative and experienced copy writers have a special flare with wording that entice attention. So get creative when writing headlines and utilize wording that stands out. Having trouble getting the wording right? It is an advertising agency’s expertise to write ads that leap off the page, so don’t hesitate working with an agency or experienced writer to create the perfect stand-out headline.

Superhero Status

In most news stories there are usually three roles to each story; a victim, a villain and a hero. When your business is part of a news story what role would you prefer your company to express?

The following are a few quick media relations and planning tips to help your company win "superhero" status when the media is calling for your comments.

Be Prepared
Assign a company spokesperson, have a public relations plan and media protocol. Be sure that key company officials and spokespersons are media trained.

Show Empathy

If a story occurs that positions your business as the villain, it is essential to first express empathy toward any perceived victims.

Carefully craft each of your communications to reflect your sympathy toward their point of view, even when disagreeing with it.

Consult with an Attorney*
Always review sensitive issues and public comments with your company's legal counsel prior to talking to the media.*

Apologize When Appropriate
When an apology is appropriate, be positive and apologize to perceived victims. See above.*

Never Say "No Comment"
A "no comment" response to a reporter is not an appropriate answer to any question; it automatically infers guilt no matter what the situation. Check with company authorities and your attorney, then make a statement such as, “we are checking into all the facts at this time,” or, “we will check into details and get back to you as soon as we have all the correct facts.”

A Timely Response
Always get back to reporters as quickly as possible. If compiling the answers to their questions, call them back and then follow through.

Communicate Positively
Always communicate internally and externally using positive wording. The media is not the venue in which to cast criticism.

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