From work parties and community events to personal traditions and family get-togethers, the holidays can be a busy time of year for customers. For brands looking to drive sales and succeed this holiday season, it’s critical to stay on customers’ nice lists — especially those who have not yet developed a sense of loyalty to your brand. The way you interact with them will determine whether their relationship with your brand continues past the holiday season or is merely a one-time sale.
Think of your brand as a houseguest. Some are wonderful to have stay the weekend — they contribute valuable conversation, bring a thank you gift, and even offer to help with the dishes. In short, they make life easier. Others, however, cause chaos. They are up at all hours of the night, make constant demands of your time, and don’t offer anything of value in exchange for your hospitality.
Everyone has their own definition of a “good” houseguest, but the basic qualities are consistent — and they’re surprisingly similar to what customers want from the brands that inhabit their lives.
1. Respect my boundaries
Is your customer a morning person? If not, it’s best to not bother them before they’ve had their first cup of coffee. While some customers will welcome messages at all hours, many will not. Respect that they are busy people who are inundated with more marketing messages than they can keep pace with. Deliver messages that are relevant and powerful to help establish value in opening your sends.
2. Abide by my preferences
Every customer has unique preferences, from how they like to receive communications to what products they are most interested in — and they can change at a moment’s notice. Brands that ensure every message is tailored to meet customer’s in-the-moment preferences are best poised to be a welcome presence in customers’ lives for years to come. What’s more, these messages will be more apt to deliver the results that your brand craves.
3. Recognize my power
In most cases, customers can end their relationship with a brand in just a few clicks. Recognizing customers as an equal participant across every interaction — not just a recipient — is an important step in ensuring your messages aren’t simply one-way communications, but delivering true value. By respecting consumers’ preferences, your brand will be better poised to stay in consumers’ good graces and retain permission to communicate with them.
4. Make interactions meaningful
Every experience a customer has with your brand must reinforce why they chose to trust you in the first place. By examining past purchases, behaviors, and engagement, you can ensure every message speaks directly to what customers care about. With this information in hand, it is possible to build more specific segments that will amplify your marketing efforts across similar customers, drive efficiency, and boost ROI.
Being a good houseguest requires consideration for your host. And being a good marketer requires understanding your customers. After all, not just anyone can be invited to stay over in consumers' lives. By listening to consumers’ expressed preferences and taking close note of their actions, marketers can create messages and experiences that truly connect, deliver more impactful campaigns, and develop lasting relationships.
Of course, all of this depends on one massive asset: data. And managing the quality and quantity of data needed to create highly targeted and personalized messages across every channel is no small feat. But with the right partner, technology, and support, it’s certainly easier. Cheetah Digital can enhance your cross-channel marketing strategies. Check out how we help or reach out to us today for more information.
How does your brand stay top of mind this season? Read 10 Ways to Get On Customers' Nice List.