THE MYTH OF LOYALTY-BASED MARKETING
Tags: Marketing
Simply stated… loyalty based marketing seldom works. This is because it contradicts at least 2 underlying loyalty principles.
First, marketing does not create loyalty… personal sacrifice creates loyalty. Neither email blasts, direct mails, coupons, discount offers, nor any other large, institutionalized efforts will make your clients feel loyal. At best, it will temporarily discourage them from fleeing. Don’t mass-mail or bribe your clients into being loyal. Instead, serve them.
Secondly, people are not loyal to companies. People feel loyal to people. Suppose your physician leaves the clinic from which he or she has previously served… Would you stay, and remain loyal to the clinic? No. Your loyalty lies with your physician, and you’d likely move on with him or her to the next clinic.
For 2008, determine a 12 month plan for how you’ll make your clients feel special. Then, do it. But remember, avoid mass approaches. For example, avoid sending the same Christmas gift to all of your clients. Avoid sending a greeting, with nothing more than a signature. Sending “nothing” works better. Your clients and customers want to feel important, and they’ll frown at any gesture that implies… “You’re just another face.”