Consider this: I'd just pulled up to the Four Seasons and was ready to check in and rush off to a meeting when the bellman looked in my trunk and said he didn't see any bags. I couldn't believe it. I was in such a hurry to get to my meeting that I actually forgot my luggage at the Marriott where I had spent the previous night. As I mentally prepared for what promised to be an angry and unpleasant journey back to the Marriott, the bellman said, "We'll take care of everything."
"You mean you'll go to the Marriott in Woodland Hills, pack my bags and deliver them to my room here?" I asked in disbelief.
"Absolutely," the bellman responded. "We want your stay to be as pleasant as possible."
I went to my meeting and when I returned to my room there was my luggage. Even more impressive, my shirts and pants had been hung and my laptop was on top of the desk. Now if that isn't going the extra mile (figuratively and literally), I don't know what is.
So what do you think has transpired since that incredibly refreshing customer service experience?
I've told the story to dozens of people and now I'm writing about it in a magazine thousands will read. Talk about word-of-mouth advertising.
Do you think the hotel did the unexpected on the off chance I would tell my friends or write about it one day? The answer to that is, "maybe, just maybe."
Strategy Lesson
I would argue that while going above and beyond for their customers is their primary reason, as savvy marketers, the Four Seasons understands that customer service plays an important role in the overall marketing strategy of their company. That's right, not the customer service strategy, but the marketing strategy.
Here's why: A few weeks after my stay, I received two e-mails and a phone call asking about my experience and inviting me to visit again. While I realize they want my continued business (which by the way I'm sure to give them), the e-mails and the phone call didn't seem forced. On the contrary, they were sincere and genuine, and I had the impression I was the most important person in the world to them. That kind of follow-up marketing is called drip marketing, and in order to properly execute drip marketing, a company has to provide outstanding customer service.
After all, if a company is offering average or sub-par service, drip marketing only will remind the consumer of an average or sup-par experience. That would completely defeat the purpose.
Drip marketing is a way of continually "touching" existing customers all on a regular basis so you remain top of mind.
The phrase drip marketing comes from the common practice in agriculture and gardening called drip irrigation. This is the process of watering plants or crops using small amounts over long periods of time.
It was developed in response to the "Law of 29" in which many marketers believe an average "prospect" will not turn into a client until he has viewed a marketing message at least 29 times. While I do not necessarily subscribe to the Law of 29, I do believe in the need to stay in touch with your current and prospective clients in order for them to purchase from you. There are way too many competitors out there not to.
One great advantage of committing to a drip marketing campaign is that it doesn't cost nearly as much as traditional advertising. That makes it an ideal strategy for insurance agents and brokers.
Here are a few key things to keep in mind:
Successful drip marketing campaigns are built around companies that offer superior customer service for the reasons mentioned earlier. If your customer service isn't all that it could be, hold off on doing any drip marketing until its back on track.
Unlike traditional advertising, which tries to sell the prospect goods and services, drip marketing efforts always should appear genuine and sincere. Your client should feel like he is the most important person in the world. After all, he is. He's your customer, not your competition's, and you want to keep it that way.
So how exactly do you implement a drip marketing campaign? It's easier than you think. Even better, you're probably already doing a little bit of it without realizing it. Every time you send a card to clients on their birthdays or write them a note wishing them well on a vacation they're about to take, you're taking advantage of this exciting marketing approach. You just need to take it to the next level.
Step 1: Develop your plan.
Are you going to do something once a month, every two months or every quarter? The key is to be consistent and build a rapport over time. You want your customers to come to expect and look forward to hearing from you.
Step 2: Strategize the execution.
- Email campaigns are terrific. I highly recommend using an e-mail company, such as Constant Contact or Vertical Responsethey. They can make your e-mails look extremely professional without costing a lot of cash.
- Send off-season postcards. Sending notes at times when it's not expected will really get you noticed. Just remember to make them friendly and personal. You don't want your customers thinking its junk mail.
- Write a newsletter. It allows you to connect with your customer in an informative way that offers credibility and value. Make it personal by including a picture of yourself or family.
- Start a blog--Social Marketing or Web. 2.0 is the hot, new game in town. Write a blog and invite your customers to view it. The subject matter doesn't even have to pertain to the insurance industry -- the point of a blog is that you become somewhat of an internet "celebrity," and people seek out your views on all kinds of topics. If you're not a writer, hire one by going to craigslist.org. This type of networking takes us back to what was known as buzz marketing.
Aside from being extremely inexpensive compared to traditional advertising, there are limitless options for a drip mmarketing campaign. Be creative.
Step 3: Develop a slogan or phrase.
Place it on every drip marketing piece you send. Soon, you will become known for what your phrase says.
You now have all the tools you need to start communicating and "touching" your customers in a way that's meaningful and rewarding. Just add a little drip marketing to your company's strategy and you'll have clients coming back for more and more. And that's just as it should be.
