Appreciation marketing

© Aleweb Social Marketing, October 2010
Appreciation Marketing
How to Grow TOMATOs

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!

Agenda

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?

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

Why Do Customers Stay?
Because…
they know you
they like you
they trust you
They have a relationship with you

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!

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

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

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”

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

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

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)

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

Blending High Touch/High Tech
Tools exist to facilitate your connections
Networking events and groups
Telephone
Social media platforms
SendOutCards
Use alerts and paper.li to find info to share
Be responsive
Repurpose wasted time (cell phone, mobile web, etc.)

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

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!)

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

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

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

Summary
Be positive
Be sincere – no self-serving motive
Build strong relationships
Be a giver
Connect people
Recognize your assets (reasons to be thankful)

Resources
For Gmail users, add Rapportive plug-in.
SendOutCards
Social media
Paper.li

Questions?
Thank You for coming!

Contact Information
Aleweb Social Marketing
Phone: 860-946-0544
alewebsocial@gmail.com
twitter.com/eandtsmom
linkedin.com/in/taraalemany
facebook.com/AlewebSocial

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Appreciation marketing

by Aleweb Social Marketing

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