More and more businesses are realizing it takes an inordinate amount of effort, time and money to find and maintain a customer base.
Employing a marketing strategy to do that can be a daunting task.
There is a simple solution however.
Make someone want to become a client by offering them the opportunity to be part of an exclusive group.
This marketing tactic is especially productive when your business offers products or services that can be found just about anywhere.
Sometimes having the best customer service or outstanding response time is not enough.
Sometimes it takes letting your clients know their business is appreciated keeps them from going elsewhere.
What better way to do that than allowing them to be part of something the competition does not offer? Develop a program that offers special perks when they join.
Buy one get one half off, members only deals and additional items at no charge offers are always welcome to consumers and businesses alike.
By having a select group of customers wanting to receive your information you can cut down on marketing costs, knowing you are spending your marketing dollars on those who are apt to respond.
Exclusive programs are also a great way to test a new marketing strategy.
Direct the members to respond to your marketing message and by doing so they will receive "X" in return.
The "X" factor does not have to be something large and expensive.
Receiving the simplest of things can make a client feel special.
This is a win/win situation for both of you.
Let us not forget the impact these exclusive members can have when a business wants to expand their offerings.
Who better to tell you what to offer than existing clients? Ask them what other products or services can help make their lives easier.
Then let them be the first to receive these products or services before being offered to the general public.
The members feel like they are part of your company "family" and get a deal at the same time.
When implementing a member's only program it is important to keep frequent contact with the member base.
Use emails and direct mail pieces with up to date news and happenings between offers and specials.
Consistent contact will let members know you are thinking about them.
Make sure all your marketing mediums direct a customer on how to become an exclusive member of your organization.
Keep it simple.
Give them the option of calling, emailing or mailing you their information.
Respond immediately with a thank you gift.
Follow up again in a timely manner.
Keep interest high with frequent contact.
Developing and maintaining a solid client base takes a bit of creativity but in the end the effort is worth it.