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Weekly Furniture World Media Note #13 from Lance Hanish - Mobile First: Loyalty

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To often we forget about those loyal customers who buy from us again and again. They are our ‘MVA’.

Today in this world of constant ‘on the go’ living, we are so interested in gaining that next sale; we forget one of the most valuable assets we possess. Our loyal customers stand by us constantly. They are there because of something we did for them in the past, which keeps them coming back over and over, time and again.

It is time to create a separate marketing campaign just for them. It is time we talk to them on a continual basis in order to expand that base of  ‘most valuable assets’ (MVA).

This is a time to focus on needs, not wants. It’s time to reach out to those who know us and trust us best.

One of my old clients gave me a bit of advice years ago. He said to keep in contact with your customers and invite them back for a special event four times each year.

Neither five times nor three times. Four times each year. I asked him why four? He said that over two decades, he tried three, four and five events. The amount of sales with his four big VIP events each year were the best by far, generating 20% more than either of the three or five times. These events were ‘introductory events’ with a free gift for those attending. The events were always held on Wednesdays, with a special ‘wine tasting’ held from 6P to closing. The results: on average it was better than any Saturday of the quarter.

The MVA must also be communicated to at least once each week. This is the time to build your mobile list and use it. It is through mobile that you will be building your loyalty-marketing program.

In the novel, ‘Shoeless Joe’ by W.P. Kinsella, there was a famous saying that was repeated in the movie that followed: ‘If you build it, they will come.’ We would like to adopt that phrase and turn it a bit… with loyalty marketing, ‘if you invite them, they will come.’ Your MVA will pay dividends.

It is always about building something that you leave behind. That’s what we do in America. We build stuff…ideas…legacies…dreams. Now, rebuild loyalty.

Mobile in short, is a tool for you to win with today.

Think MOBILEFirst.

Lance Hanish is Chairman/CEO and Chief of Imagination at Sophis1234 Data.Digital.Direct. He can be reached at Lance@Sophis1234.com; facebook: Sophis1234; twitter: @Sophis1234; linkedin: Lance Hanish; YouTube: LBC Advertising

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