How to Reactivate Past Clients – Part 2 – 8 Steps to Designing a Reactivation Campaign

Posted by nancybaki on April 12, 2019

 

 

 

 

 

As promised here are the 8 Steps to Designing a Reactivation Campaign

One of my clients just launched a fairly large reactivation campaign. While there are many ways to run a reactivation campaign, the following steps will set you on a straight path should you decide to launch one.

First, understand that a reactivation campaign is when you create a strategy around those sleepy subscribers. You want them to get back to opening your emails and engaging with them. This can help improve sales, click-throughs, website traffic, and more.

 

1- Who is your target?

Are these people who stopped buying from you six months ago? Three months? Twelve months? If you run a subscription service, are they people who canceled one month ago? Two weeks ago? Two years ago? Decide first who you want to try and reactivate. If someone bought from you four years ago and you’re just now getting around to sending them an e-mail, it’s probably too late. It’s OK to run a few different variations of the campaign if you want to target several different groups from above.

2- What’s your goal?

I’ll take a wild stab and say your goal is to either have these consumers buy from you again, re-subscribe to your services, or otherwise reengage with your company. But, are there more specific goals than that? Maybe you want to introduce a new product line, introduce a new account manager, or upsell them on something they already own (or a service they already use)?

3- Why did these consumers leave?

Unlike a normal marketing campaign, you need to understand why your consumers left. Did they not like your products? Were you too expensive? Did you not have enough content in their particular field to keep them interested? Knowing the reasons they probably left will enable you to craft a message that addresses those issues specifically.

4- What segmentation or persona data do you have?

If you can segment these consumers either by persona or by purchase habits, you can make your reactivation campaign that much more effective. The rules here are the same as for any direct marketing: don’t just send a mass “We want you back” e-mail. Instead, use whatever knowledge you have of the consumer in order to create a more relevant message.

5- Split test offers.

It’s fine to offer a reactivation discount code to these consumers. They were effectively “dead” anyhow, so you aren’t really losing a full-price purchase by offering them a discount. However, showing consumers that you understand them and have new offerings that meet their needs might just be enough. So, do a split test and create discounts for some percentage of the group, but not all of them. See how they do when compared to the group with no offer.

6- Focus on your content.

Instead of just saying, “We want you back, here’s 15% off,” make a real Show your consumers you understand them. If they used to buy video games, talk about all the new things that have happened in video games since they last checked your site out. If you run a content subscription-based site (like E-Learning), highlight the new content you’ve added to your site since they were last members. Put the relevant content first. Consumers can get a discount anywhere if they try. It’s your content and products (if they’re relevant) that will be more interesting to them.

7- Make it easy for them to come back.

If it has been a while, there’s a good chance your consumers don’t remember their usernames or passwords. Either send them this information (or at least their username) in the e-mail, or make it really easy for them to find it. If their account has “expired,” make it easy for them to renew without reentering all their information again. If you offered a discount code, make it very clear where they enter it.

8- Reach out via different channels.

Are these consumers on Twitter (and do they follow you)? If so, send them a direct message, not an e-mail. E-mail marketing is great, but try other channels if you have access to them.

 

Finally, realize the difference between a reactivation campaign and a regular campaign. While the above steps could be the recipe for any old marketing campaign, there is one important difference. Reactivation marketing needs to understand how long people have been gone, why they possibly left, what is different in your offerings now that would make them come back, and what (if any) incentive they might need to come back.

If you can’t answer, “What is different in our offerings that would make them come back,” then skip the reactivation campaign and focus on answering that question first!

 

You are more than welcome to take a FREE tour to see how I can help you grow your business:

Check it out at: www.BestEntrepreneurSolutions.com/guidedtour

To Your Success,

Nancy Baki at Best Entrepreneur Solutions

www.BestEntrepreneurSolutions.com

How to Reactivate Past Clients – Part 1

Posted by nancybaki on April 9, 2019

 

 

 

 

 

 

 

 

Reactivate stale or past Clients can bring you new customers…. Most businesses ignore them, successful businesses learn new ways to get them to recognize you as a market leader.

 

Remember that it’s 6-7 times more expensive to acquire a new customer than to keep an existing one

 

When trying to re-establish relationships with past customers, some customers will be comfortable and feel as if they just conducted business with you yesterday while others will wonder why you went to the trouble of contacting them.

 

Who is a reactivation candidate?

To reactivate customers, you need to be attentive to the process. First, to determine which previous customers to reactivate, define what reactivation specifically means for your organization. Most companies define reactivation candidates based on their lack of response to previous marketing efforts. The typical sequential marketing efforts that an organization may follow begin with acquisition, then proceed to resell / upsell / cross-sell / downsell, retention / competitive defense / selective attrition and then reactivation.

How do you differentiate between customers who require selling and retention efforts from those who require reactivation efforts? First, and most obviously, if you know that you’ve lost your customer’s business, then you’ve probably exhausted your sales and retention efforts and can assign the customer to your reactivation group.

If you don’t know whether you have lost your customer’s business, make inquiries. If you find that it’s too expensive to keep in touch with customers, then analyze their buying history (e.g., length of time since last purchase, number of prior purchases, length of time between purchases and average order size) or apply industry averages to determine who might be a reactivation candidate.

 

Whom do you select for reactivation?

Before designating customers as reactivation candidates, determine whether you have their correct contact information. Exclude past customers who have outdated information that cannot be updated through third-party sources.

Also, review any customer service or third-party data you have on reactivation candidates and categorize the reasons for lost business as “controllable” (e.g., shipped wrong product two weeks after promised delivery date) or “uncontrollable” (e.g., moved from retail area). If you’re to blame for the failed relationship, determine whether there is value in re-establishing it.

Once you select your reactivation candidates, segment this group and test offers before spending money to reach them all at once. If possible, use lifetime value to determine which segments may yield a higher return.

 

When do you conduct reactivation marketing?

Reactivation is not a one-time event for when times are tough. Reactivation should be an ongoing activity prioritized among other marketing efforts.

Once you have customers who meet your reactivation requirements, execute a reactivation campaign. (See “Reactivation Letters” in the Sales Letter Library). With response history, you can develop a reactivation response model to determine the optimal timing and frequency of your reactivation efforts. For example, a model developed for a health products cataloger might show that the company maximizes its marketing dollars when it tries to reactivate past customers with a buy-one-get-one-free offer after these customers fail to respond to three months of discount offers following their initial purchase.

When you accumulate significant response history from your reactivation marketing efforts, build a model based on RFM analysis (recency, frequency, monetary) or data attributes that predict purchase propensity. A life insurance company might build a model based on age, number of children, marital status, income and interest rates to determine the likelihood of a previous term insurance customer buying a variable life policy.

 

What do you say to customers you want to reactivate?

People change over time and so does your business, so when you’re thinking about marketing to past customers, consider that your customers’ needs and preferences, as well as your business focus, may have changed.

Profile customer’s to create more personalized communications for each segment. Use past data such as RFM information and, if possible, append reliable third-party information that will enhance your customer understanding. For example, you might use third-party information to determine each customer’s age, family situation and income. Then you could send targeted communications to various segments depending on these data attributes as well as results from an RFM analysis.

In conjunction with customer profiling, make an in-depth determination as to why the relationship ended in the first place. Was it something you did? If so, you might have a manager or high-level executive make a personal call to “high-value” customers.

When communicating with reactivation candidates, use the information you have about them in your marketing communications to show your desire to have them back as a customer. Also, if your communication is asking the reactivation candidate to call a person at your company, create a group of call specialists trained to handle reactivation customers.

 

Investing in acquisition vs. reactivation.

Acquisition and reactivation are both investments designed to yield profitable customer relationships. When deciding how much of your marketing budget should be allocated to each effort, calculate the ROI on reactivating old customers versus acquiring new customers.

Whether reactivation involves less of an investment than acquisition depends on the extent of your data analysis, data enhancement and list rental costs. It’s generally true that with customer data available for analysis as well as past customers’ familiarity with a company’s name and product or service quality, reactivation efforts yield higher response rates and higher profitability than acquisition efforts do.

 

Make the first move.

Most organizations focus on acquisition, sales to current customers and retention. They see little opportunity in marketing to people who failed to respond to their offers. These organizations, however, are typically not customer-focused.

Instead of trying to understand why a prior customer is no longer responding, they assume that the customer is the problem in the relationship. The dynamics are similar to that of a person who refuses to talk to another person unless the other person reaches out first. Start looking at your past customers and commit to reaching out and re-establishing a relationship that is valuable to both sides.

 

In my next blog I will show you the 8 Steps to Designing a Reactivation Campaign, stay tuned.

 

If you need help reactivating stale clients, try our FREE test drive to gain access to our resources and tools, or you can also contact me directly.

Check it out at www.BestEntrepreneurSolutions.com/guidedtour

To Your Success,

Nancy Baki at Best Entrepreneur Solutions

www.BestEntrepreneurSolutions.com

Steps to Create a Word of Mouth Campaign

Posted by nancybaki on March 19, 2019

 

 

 

 

 

 

 

 

Prepare for Lift Off!

Last time I gave you a laundry list of tips and tricks you can use to make your word of mouth program work for you. Hopefully you’ve taken a look and decided which ones are the best fit for your company, products, services and target customers, so you can put them to work in your word of mouth campaign.

We are going to wrap up this series on word of mouth where we give you the specific steps to create a word of mouth campaign.

Now, let’s take a look at those steps:

  1. Seed the market. Find some way to get the product into the hands of key influencers.
  2. Provide a channel for the influencers to talk and get all fired up about your product.
  3. Offers lots of testimonials and other resources.
  4. Form an ongoing group that meets once a year in a resort and once a month by teleconference.
  5. Create fun events to bring users together and invite non-users. Saturn, Harley-Davidson, and Lexus have all been successful with this approach.
  6. Develop cassettes, videotapes, and clips on your Web site featuring enthusiastic customers talking with other enthusiastic customers.
  7. Create custom CDs for each potential customer.
  8. Hold seminars and workshops.
  9. Create a club with membership benefits.
  10. Pass out flyers.
  11. Tell friends.
  12. Offer special incentives and discounts for friends who tell their friends.
  13. Put the Internet to work.
  14. Do at least one outrageous thing to generate word of mouth.
  15. Empower employees to go the extra mile.
  16. Encourage networking and brainstorm ideas.
  17. Run special sales.
  18. Encourage referrals with the use of a strong referral program.
  19. Use a script to tell people exactly what to say in their word of mouth communication.

These are all amazing ways you can get the word out about your products and services and start a word of mouth campaign that takes on a life of its own. Before you can release your word of mouth campaign out into the world, you need to go through the checklist to make sure you’ve covered all the essentials.

Here’s your word of mouth campaign checklist:

  1. Are all of your communications sending the same simple message? If it can’t survive word of mouth, it’s not a compelling story.
  2. Is your product positioned as part of a category? Ex.”A dandruff shampoo that doesn’t dry your hair.”
  3. Are your examples outrageous enough to be shared?
  4. Do you enhance your materials with success stories from real people?
  5. Are you using experts effectively and in an objective manner?
  6. Have you created mechanisms so people can follow up on the word of mouth they hear, as well as simple ways of inquiring or ordering?
  7. Have you made the decision process easy for customers?
  8. Have you created events and mechanisms so that once a year your prospects hear about your product, and it is easier to try or buy?

These are all essential elements to take keep in mind when taking a second or even third check over your word of mouth campaigns. I hope you’ve found this series on word of mouth to be a great resource and are getting ready to put it into action for your own products and services.

Remember, if you need help with anything in this series, try our FREE test drive to gain access to the best resources, tools and business coaches you can find.

 

Check it out at www.BestEntrepreneurSolutions.com/guidedtour

To Your Success,

Nancy Baki at Best Entrepreneur Solutions

www.BestEntrepreneurSolutions.com

Learn The Secrets of Word of Mouth Marketing

Posted by nancybaki on March 14, 2019

 

 

 

 

 

Put it to Work!

In the last post we talked about how to conduct word of mouth research and then put that research to work. Today we’re going to give you some great tried and true ways to use word of mouth when building and executing your campaign.

We’ve done it in a list form, so you can go through and highlight the ones you want to put into action. These are offered by George Silverman which you can find in his amazing book The Secrets of Word of Mouth Marketing.

Here they are:

  • Give them something worth talking about
  • Cater to your initial customers shamelessly
  • Give them incentives to engage in word of mouth
  • Ask them to tell their friends
  • The customer is always right
  • Always tell the truth
  • Surprise the customers by giving them a little more than they expected
  • Give them a reason to buy, make them come back and refuse service from anyone else other than you
  • Make eye contact, and smile, even through the telephone
  • Find ways to make doing business with you a little better: a warmer greeting, a cleaner floor, nicer lighting, a better shopping bag, extra matches, faster service, free delivery, lower prices, more selection.
  • Never be annoyed when a customer asks you to change a large bill even if he doesn’t buy anything.
  • The customer is your reason for being. Never take her for granted. If you do, she will never come back, and will go straight to your competition.
  • Always dust off items, but never let the customer see you doing it.
  • Never embarrass a customer, especially by making him feel ignorant.
  • Never answer a question coming from a desire to show how smart you are. Answer with a desire to help the customer make the best decision.
  • Never shout across the store, “How much are these condoms?” or anything about the personal items a customer is buying.
  • When you don’t know, say so. Do whatever you can to find out the answer.
  • Every customer is special. Try to remember their names.
  • Don’t allow known shoplifters into the store.
  • Don’t ever let two sales staff talk when a customer is waiting. The worst thing you can do is count your cash while a customer is waiting.
  • If you can suggest something better, they will be grateful. Always respect their choice.
  • Never pressure anyone into buying anything.
  • Never knowingly give bad advice. Just help people come to the right decision.
  • Personally visit the store of the competition or assign people to visit and report back to you.
  • Hire a shopping service to prepare periodic reports on how your people are treating your customers.
  • If you hear of a store where the management is insulting the customers, buy it, then put up the sign “Under New Management” outside. Then sell it later based on the increased sales.
  • One expert (in the drugstore’s case, a nurse or physician) who is convinced you are better brings hundreds of customers and their friends through word of mouth.
  • Always look for ways to make a stranger a customer.
  • People will walk several blocks to save a dollar, or see a smile, or be treated right.
  • Always run a sale promotion or an offbeat event. Make them come back to see what you are cooking up next.
  • Use the best sign-maker you can find and pay him more than anybody else.
  • If someone is mad at you, they will tell everyone who will listen for as long as they are angry, maybe even longer. So correct any dissatisfaction, and ask customers to send their friends.
  • Treat your employees and salespeople who sell to you the same way you treat your customers.
  • Have a zero error system. There may be terrible consequences for example, if a mistake is made filling a prescription. Have people check each other’s work for safety.
  • Occasionally make intentional mistakes to see if people are checking.
  • Always measure your performance.
  • Always ask a customer to “come back soon”
  • If customers say they are moving away, offer to send them their favorite items by mail.
  • Tell jokes.

 

I know this is a lot of information to digest, so I we’re going to wrap up this lesson and leave you with the homework of going through and taking a look at the tips and tricks you like best. Also, look for tips that fit your company, products, services and target customers for the most effectiveness.

If you need help with this process, try our FREE test drive and get all the help you need from myself, Nancy Baki, a Business Growth Strategist.

Check it out at www.BestEntrepreneurSolutions.com/guidedtour

To Your Success,

Nancy Baki at Best Entrepreneur Solutions

www.BestEntrepreneurSolutions.com

 

Make Sure Your Ideas and Marketing Reflect the Reactions People Remember

Posted by nancybaki on March 1, 2019

 

 

 

 

 

 

 

Search & Implement

People only remember the extraordinary, strange, wild, surprising and unusual. You need to make sure your ideas and marketing reflect these reactions. This doesn’t mean you have to have a product or service that is completely out of the norm, in fact, this could easily drive customers away. You need to have a product or service that is high quality and easily marketable, then you need to market it as extraordinary and new.

As you’re research word of mouth, there are some questions you need to ask along the way:

What are the users willing to tell the non-users?

  • Exactly how do your customers describe your product?
  • What are the non-users willing to ask the users?
  • What are the things they need to know, but are unwilling to ask?
  • What happens when these issues are raised?
  • Exactly what do your prospects have to know in order to trigger purchase?
  • Exactly how do your customers answer the objections, concerns, and qualms of your prospects?
  • How do your customers persuade their friends to use your product?
  • How do your customers suggest they initially get to know or try your product?
  • What warnings, safeguards, tips, and suggestions do your customers suggest to your prospects?
  • Are your sales messages, positioning, and important facts about your product getting through and surviving word of mouth?
  • What messages do you need to inject into the marketplace in order to turn the tide in your favor and how will you deliver them?

 

There are two main reasons why word of mouth research is so important:

  1. To get the real impression and feedback from customers
  2. To define word of mouth itself and the concept it creates

There is a simple formula that can help you conduct your word of mouth research. It’s called the “2-2-2” model.

2-2-2- Model

What this breaks down to is:

  • 2 groups of customers
  • 2 focus groups of prospects
  • 2 mixed groups (enthusiasts & skeptics)

 

In these groups you need to ask the following questions:

  1. What would you tell a friend?
  2. How would you persuade a skeptic?
  3. What questions would you anticipate from a skeptic?
  4. How would you answer their objections?

The best way to conduct these groups is by teleconference. This ensures you’ll get a good variety of demographics for your customers and potential customers. It also allows people to feel safe and more able to express their true feelings. These teleconferences should not be conducted by you, but an independent party to avoid adding pressure to the situation.

We’re going to transition a bit and talk about how to construct a word of mouth campaign. First we’ll talk a look at the essential ingredients you need to put together a campaign. These ingredients are:

  • A superior product
  • A way of reaching key influencers in your marketplace
  • A cadre of experts willing to bat for you
  • A large number of enthusiastic consumers
  • A way of reaching the right prospects
  • One or more compelling stories that people will want to tell to illustrate your product’s superiority
  • A way to substantiate, prove, or back up your claims and how the product will work in the real world
  • A way for people to have direct, low-risk experience, a demo, sample, or free trial
  • A way of reducing overall risk, an ironclad guarantee

 

Once you have those ingredients ready to use, you should consider the situations in which your company can benefit from a strong word of mouth programs. Some of these situations are:

  • When there are credibility problems
  • When there are breakthroughs
  • When there are marginal improvements
  • Where the product has to be tried in large numbers or over time
  • Where there is high risk in trying the product
  • With older or mature products that have a new story that people tend to ignore
  • With unfair competitive practices such as spreading rumors, or telling lies about your product
  • When there are governmental or other restrictions on what you may say or claim directly

 

While, most of the word of mouth tactics are positive for your word of mouth program, there are a few products to avoid using in this program. They are:

  • Products where a seminar would not provide meaningful added value
  • Products that can’t be tried and where there is no consensus among experts
  • Products that are clearly inferior, without having a compensating superiority for similar products
  • Products that are so personal or emotion that rational discussion is irrelevant to the decision
  • Products where the decision value is so small (low price/low volume) the medium will not be cost-effective.

 

This wraps up this post on word of mouth research and how that research can be used when putting together your word of mouth campaign. If you need help with the research and a plan to use the results of that research, try our FREE test drive to get all the help you need with our top notch resources and tools.

Check it out at www.BestEntrepreneurSolutions.com/guidedtour

 

To Your Success,

Nancy Baki at Best Entrepreneur Solutions

www.BestEntrepreneurSolutions.com