Category Archives: Guerrilla Marketing

Capitalize on your touch points!

Recently I bought a grinder from a store. Made the payment, got the grinder and a receipt. The receipt spoke of the store details, the representative who served me, date, amount etc and a long return policy statement. Just for one item I got this receipt which was like a page long with most of its part talking about the return policy. What does this indicate? No doubt these details are important, but how far are they good to support out mission/market our business or promote our products/services?

There was not a single line used in the receipt that did the job of promoting the store’s products/services or rather even appreciating the customer’s purchase. Normally I see them on a white paper, black ink. We preserve the receipts if they are for costly commodities/services otherwise we barely look at them once we leave the store/restaurant or any other place. I have a few smart examples to share, from which we can take some inspiration.

The reason for writing this post is to rediscover the power of touch points (the points of buyer-seller interaction) by capitalizing on our interactions/marketing material/receipts as a bounce back marketing tool. Checkout counter is one such touch point. Let us study some examples here.

Extreme Pita: I often visit this place and with the meal, I get a receipt showing the complete nutrition chart, giving the details of the food I am going to eat- the calorie intake, protein, carbohydrates and a measurement of how much calories we need a day/how much we are having there on a meal. We do see these nutrition facts in Ads (few minute Ads that cost a lot of money), but this receipt works as a smart simple form of advertisement which the customer can read at his own time.

Isn’t this a creative medium to pass on the same message at a very little cost? The receipt also thanked the customer, appreciated the purchase and offered a discount (bounce back offer) for the next purchase.

Another creative use of Receipt is done by Ralphs. On the back of receipt, we can find many attractive discount coupons. I personally preserve Ralphs receipt for car wash and hair cut discount coupons.

Great clips: Get a haircut, and preserve your receipt for a discount on your next cut.

Which other businesses are you familiar with, that are capitalizing on their touch points?

Now that we have recognized its importance, let us start our home work. Let us study the touch points where customers get in touch with us, and generate ideas on how we can capitalize that interaction. Let us examine our marketing material/receipts that we have been presenting to our customers/clients, and play with our imagination and creativity to make it work for us.

Ask questions like: How about putting a bounce back offer to our marketing material/receipts? We can come up with unique bounce back offers suitable to our business and mission. How about having colorful receipts? Loaded with coupons? Receipt made of a paper which is sticky and the customer can preserve it by simply putting it on the refrigerator, like the one we get on pizza box.

We may dedicate budgets for advertisement, branding and promotions, but we should not forget that the key to successful business is at the touch points-where we interact with our customers.

Take away: Success doesn’t need big budgets, it simply asks for our Imagination and Creativity which every one of us is blessed with.

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Keys to keep customers coming back again and again!

There would be no entrepreneur who wants a customer for one time. They want the customers to give long term value and have a long term bonding. But we all are doing , what we do only because it gives us a positive answer to “What’s In It for me”. Mutual benefit is the key to have long term relations with our customer/client.

So the question is how many of us follow these three simple steps when connecting with the customer or to be specific at the point of sales.
1. Thank the customer/client for purchasing the product/service from you, by having a thank you note inside the product package or service literature.
2. Appreciate their decision of buying from you.
3. Give them bounce back offers.

These bounce back offers could be in the form of discount coupons, free product samples, free service for certain time, exclusive benefits like giving unadvertised free gifts etc. These freebies attract customers to come to you again and again.

Most of the businesses, give bounce back offers like discounts coupons the customer can use next time, free shipping with the next order or 5 dollars cash back on your next order etc. But this has become so common now days that it doesn’t inspire customers enough to remember us when they go out for purchase.

With creativity and imagination,we can serve our customers in a way which would make them realize that we are meeting their need rather then their want or that we are delighting them.

To amaze customers, we can brainstorm creative bounce back ideas that would differentiate us. We may delight them by giving unexpected/Unadvertised benefits. We may do this by offering free purchase of equal or lesser value from the same brand, wishing them on their birthday, sending them freebies and thanking them for being a patron and loyal. This is an area where we can be more creative with our own ideas of what would delight our customers. The best person to generate these bounce back offers could be a sales person, because he would be meeting so many customers day in and out and can find out what would delight them.

This may be little pricey but would keep customers tied up with the organization and also bring lot of out referrals from these happy customers. If done correct, this would also strengthen the brand positioning and remembrance.

We may also deploy different bounce back offers for different category of customers.
We may categorize our customer base as follows:
Strangers – Less Profitable and Less Loyal
Butterflies – Profitable but not loyal
True Friends – Profitable and loyal
Barnacle – Not profitable but loyal.
After trying out with few types of bounce back offers, we need to find out which one works with our target audience and repeating that strategy again and again.
This reminds me of a quote: Do what you do so well that they will want to see it again and bring their friends-Walt Disney
If you know of any organization that deploys such strategies, let us discuss those examples here.