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  • Greater Danbury Business Development Group, networking event, White Silo Winery, sponsored by Aleweb


  • 1. © Aleweb Social Marketing, October 2010
    Appreciation Marketing
    How to Grow TOMATOs
  • 2. TOMA(TO)
    Top of Mind Awareness is what causes your customers think of you when they need what you do
    You want to grow a TOMATO! (Top of Mind Awareness… Through Others)
    You come to your customer’s mind when they find people who need what you do = referrals!
    Don’t ask for the referral. Deserve it!
    © Aleweb Social Marketing, October 2010
  • 3. © Aleweb Social Marketing, October 2010
  • 4. What if…
    …the majority of people you know were loyal advocates who promoted you?
    Would you be getting more referrals?
    Would you be able to reduce your marketing costs?
    Would your profits increase while you work less?
    Would your work be more personally fulfilling? 
    © Aleweb Social Marketing, October 2010
  • 5. Why Do Customers Leave?
    68% leave due to perceived indifference
    Others leave due to price point (14), are stolen by a competitor (9), decide to buy from a friend (5), they relocate (3) or they die (1)
    Think Cheers - Sometimes you want to go where everybody knows your name. And they’re always glad you came.
    They crave that human touch
    © Aleweb Social Marketing, October 2010
  • 6. Why Do Customers Stay?
    they know you
    they like you
    they trust you
    They have a relationship with you
    © Aleweb Social Marketing, October 2010
  • 7. Likeability is Our Lifeline
    If your customers don’t like you, they’ll go someplace else
    Likeable people are perceived as capable, respectful, approachable and positive, while less-liked people are seen as arrogant, conniving, negative and manipulative
    Remember, if they like you, they’ll do business with you!
    © Aleweb Social Marketing, October 2010
  • 8. Customer Loyalty
    Consider what makes you a loyal customer
    Know your customer’s name
    Care about them as a human being
    Show gratitude for their business
    Be polite and happy to see them
    Send birthday and holiday cards
    © Aleweb Social Marketing, October 2010
  • 9. Invest in Your Customers
    Relationships are like bank accounts
    You can invest in them, making deposits of good will
    You can draw on them, testing someone’s patience
    It takes years to build a relationship, but only seconds to damage it
    Be mindful to make regular deposits
    © Aleweb Social Marketing, October 2010
  • 10. Think About This
    Feeling gratitude and not expressing it is like wrapping a present and not giving it. – William Arthur Ward
    Think of the last time you did something nice for someone (letting them into heavy traffic, provided a referral, etc.) and didn’t receive a “thank you”
    © Aleweb Social Marketing, October 2010
  • 11. The Power of Thank You
    The expected “thank you” is important, but unexpectedgratitude has far more impact (thanks for having coffee with me, etc.)
    Sets you apart
    Creates warm feelings
    Is passed along to others
    Not saying “thank you” does more damage than saying “thanks” does good
    © Aleweb Social Marketing, October 2010
  • 12. Cost of Retention
    A smile and a handshake: Free
    A phone call just to see how they’re doing: A couple cents
    A heartfelt birthday card and personal, handwritten holiday card once a year: $3
    An endless referral source: Priceless
    © Aleweb Social Marketing, October 2010
  • 13. The Effect of Gratitude
    The great thing about it is, you both benefit! Gratitude is contagious!
    Start your day saying “thank you” and watch what happens next!
    Fear disappears and abundance appears (Tony Robbins)
    Make the choice to be positive
    The moment you permit your mind to dwell with dissatisfaction on things as they are, you begin to lose ground. On the other hand, to fix your attention on the best is to surround yourself with the best and to become the best. (Wallace Wattles – The Science of Getting Rich)
    © Aleweb Social Marketing, October 2010
  • 14. A Heartfelt Thank You
    E-mail allows us to quickly acknowledge a kind act, but may get buried in the inbox
    A phone call is always appreciated, but short-lived
    Connecting on a social network feels great, but what next
    A card received in the mailbox scores big points amongst all the bills and junk mail
    © Aleweb Social Marketing, October 2010
  • 15. Blending High Touch/High Tech
    Tools exist to facilitate your connections
    Networking events and groups
    Social media platforms
    Use alerts and paper.li to find info to share
    Be responsive
    Repurpose wasted time (cell phone, mobile web, etc.)
    © Aleweb Social Marketing, October 2010
  • 16. Beware of Disguises
    If you must contact someone for business, keep it business-oriented
    Don’t disguise it as appreciation
    When you contact someone to thank them, don’t hide propaganda in the message
    Remember, the people you appreciate already know what you do for a living
    © Aleweb Social Marketing, October 2010
  • 17. Caring Counts!
    If you genuinely care about someone else, it’s easy to give them referrals and you can count on them doing the same
    Cultivating relationships takes time, there’s no fast track to do it, but if you’re steadfast and patient, your efforts will pay off (Your garden will be full of tomatoes!)
    © Aleweb Social Marketing, October 2010
  • 18. What to do with Business Cards
    Remember that each one represents an individual (someone’s brother, mother, lover and friend), not just a business
    How would you like people to treat your loved ones?
    Give them the same respect
    Use the card as a reminder of this person, and find ways to connect
    © Aleweb Social Marketing, October 2010
  • 19. Go the Extra Mile
    The difference between ordinary and extraordinary is that little extra. – Former Dallas Cowboys coach, Jimmy Johnson
    212 The Extra Degree, water is hot at 211, but boils at 212, which creates steam, which is strong enough to move a locomotive
    One extra degree of effort separates the good from the great
    © Aleweb Social Marketing, October 2010
  • 20. Summary
    Recognition and appreciation will beat self-promotion every time
    Excellent customer service is not enough
    Express your gratitude
    Give people reasons to like you
    © Aleweb Social Marketing, October 2010
  • 21. Summary
    Be positive
    Be sincere – no self-serving motive
    Build strong relationships
    Be a giver
    Connect people
    Recognize your assets (reasons to be thankful)
    © Aleweb Social Marketing, October 2010
  • 22. Resources
    For Gmail users, add Rapportive plug-in.
    Social media
    © Aleweb Social Marketing, October 2010
  • 23. © Aleweb Social Marketing, October 2010
    Thank You for coming!
  • 24. © Aleweb Social Marketing, October 2010
    Contact Information
    Aleweb Social Marketing
    Phone: 860-946-0544