19. The Power of Repeat Business
Your BRAND L VERS buy from you more often.
20. The Importance of Retention
Your BRAND L VERS stay loyal and don’t show
interest in your competitors.
21. The Magic of Word of Mouth
Your current BRAND L VERS create new
customers for you.
22. Zappos generates over $1 billion in sales while spending
only $18 million in advertising.
Repeat sales account for 75% of their revenue.
23. quot;We view any expense that enhances the customer
experience as a marketing cost because it generates more
repeat customers through word of mouth.quot;
- Tony Hsieh, CEO of Zappos
24. Many marketers think they need to
manipulate word of mouth through
gimmicks and incentives.
25. If you serve your BRAND L VERS,
they will share the word
and create new customers
for you—no extra
incentives required.
27. Serving your best customers is the surest way to
grow a profitable business—in any economic climate.
28. While most retailers were decimated by one of the most
dismal shopping seasons in decades (4th qtr 2008),
Amazon’s sales surged almost 20%.
29. quot;We take those funds that might otherwise be used to shout
about our service, and put those funds instead into improving
the service. That's the philosophy we've taken from the
beginning. If you do build a great experience, customers tell
each other about that. Word of mouth is very powerful.quot;
- Jeff Bezos, CEO Amazon.com
30. Only by focusing on your
BRAND L VERS
can you differentiate your business.
31. Only by focusing on your
BRAND L VERS
can you make your competition irrelevant.
32. Only by focusing on your
BRAND L VERS
can you grow a legion of loyal customers
who trust you, buy from you, and help you
grow your business.
33. Your BRAND L VERS
are the lifeblood of your
business: Serve them
better than anyone else.