Personalization Strategy
For those of you who have been following my Quick Tips for some time now, you will be very familiar with my saying: “Customize your message.”
I do believe that the more personalized you are in your approach to reaching and reconnecting with your fans, the better. The travelling circus show Cirque du Soleil is doing an exceptional job at focusing on customer retention.
Here’s an example: Once a patron has purchased tickets online for a Cirque du Soleil show, they are added to the database. Should the patron not purchase tickets to an up-and-coming Cirque du Soleil show in the city where they live, then they will receive a postcard saying; “We’ve missed you (person’s first name) and hope you’ve missed us too!”
This type of direct-mail marketing costs more because each postcard is printed with the first name of the person it is addressed to. With digital printing, this approach is certainly more affordable than it used to be, however, it still requires a greater investment then a generic postcard. That being said, the extra investment in personalized messages to your fans could be worth it on the bottom line.
What are you doing lately to customize your message to prospects and fans?