New Customers vs Top Customers

While walking into the gym the other day, I noticed a new advertisement:

Join Us New CustomerGyms are notorious for offering crazy discounts for new customers, especially during January.  Truth is, they are not the only industry guilty of this.  Shoot, I’m in banking, which is also an industry known for giving things away to new customers.  When I first started in banking, people kept asking me when we will be giving away free toasters.

But instead of wasting time, money and other resources on non-customers, why not focus on your customers? If something is in it for your current customer, then they will do most of the marketing for you.  For example, if my gym offered a rewards or referral campaign, then I would most likely refer people.  Why?  Because at that point, there is something in it for me.  That may sound selfish, but it’s human nature.

When you build a campaign around your current customers, it can also benefit your business. How?  Think about the tools you use for marketing.

  • Direct Mail: Believe it or not, direct mail is still out there.  Think of the list time you purchased a mailing list.  If you already have a customer data base, that’s money you are already saving.
  • Email Marketing: Creating an opt-in marketing list is a great way to make sure you stay in contact with your customers.  The best part is, you can get the email at the beginning of the relationship when you are collecting the rest of the customer’s information.
  • Branding: Not necessary a physical tool, but it takes time to build a brand.  Your current customers have already established a connection to your brand, so you can cut back on the “Honeymoon” phase (along with the Honeymoon cost).

So when creating a campaign start by focusing on your customers.  Here is a quick way to remember to keep your customers in focus.  It’s easy as A-B-C and 1-2-3.

abcLearn your ABCs

Segment your customers into three groups: A, B, and C

  • A Customers: These are your top customers.  They’re your most profitable customers, they bring you all their business and refer their friends.
  • B Customers: A list that consist of customers who are just barely outside the “A” bubble.  They may refer you customers, but you may not have all their business.
  • C Customers: People who take up all your time, complainers who cost your company money, etc.  You know who I’m talking about…

123Create your 123s

Create a three point plan for each group, or at the very least, for your A Customers. Here’s a quick 123 example using the A Customer list.

  1. Find out what your A customers think about you and promote it throughout your company.
  2. Get the A customers to recommend you.
  3. Reward your A customers.

From there, you build action plans and marketing campaigns based on each number.

So when creating a campaign, ask yourself: What’s in it for your current customer?  If you have a clear answer, then you are going in the right direction.  If your answer is lacking clarity, then you may want to go back to your A-B-Cs and 1-2-3s.

By the way don’t get me wrong, I’m not upset with my gym as a customer; I’m upset with them as a marketer 🙂

What experience have you had with businesses who offer special incentives for new customers?  If you are the new customer, do you stay around after the special incentive ends or do you switch companies?

What if you are already an established customer with a business and you see they are advertising a special for new customers; does it bother you?  Do you stay with the company or do you take your business elsewhere?

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About Jeremy M. Price
For twelve years, I had the pleasure of working in community banking. Starting in customer service, I worked my way up to a senior level marketing and human resources director. It was great leading teams that improved strategic initiatives including, but not limited to brand awareness, digital communication, employee development and product development. This experience has now led to an exciting role with CRS Data. As the Product Marketing Analyst, I am currently reviewing the company's banker suite product. This product is able to help community banks reach their fullest potential in real estate lending. I am extremely fortunate to share time with my son while enjoying life in East Tennessee. The two of us enjoy the views of the Smokey Mountains, eating good food and having fun. During my free time, I enjoy running races, traveling and listening to great live music.

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