Talk It Up

Any direct marketer worth his or her M.B.A. knows the importance of identifying a company's best customers — and keeping them happy. Since it can cost five to 10 times as much to acquire a new customer as it does to retain a current one, it's logical that DMers have to do everything in their power to recognize, reward and build long-term relationships with their top-tier clients.

And yet few marketers go the extra mile for these buyers. They don't take the steps necessary to turn a best customer into an active advocate for their brand.

Of course, word of mouth isn't something you can just come out and ask these folks to do; it has to be their idea. Still, there are several steps you can take to ensure your loyal patrons will be more likely to speak positively about your company, no matter what channel you use.

MAKE IT MEANINGFUL

Chances are you have a server or two overflowing with relevant data about your customers. Use it. By charting customers' past buying habits, you can make logical assumptions about their future buying patterns. This in turn will allow you to create and target personalized communications to your clients' interests and needs, making it more likely they'll actually read what's sent to them.

Also, be sure to give customers a choice of communication channels. Some want to be e-mailed about products or services; others prefer print. By delivering relevant marketing materials in the format your best buyers prefer, they'll not only be more inclined to listen to what you have to say — they'll be moved to share that information with others.

ENCOURAGE ‘BACK TALK’

If you receive mailings from The Great Courses division of The Teaching Company, you'll notice most of its catalogs include a full-page advertisement from the firm's president with the headline, “How are we doing? Please write.” At the bottom of the page is an e-mail address where you can send praises or criticisms. Note: The e-mail does not go to customer service, but to the company's president.

Now I'm not sure the president reads every e-mail sent to him, but just the fact he asks for my opinion empowers me as a customer. It gives me a “voice” to tell the head of the company what I think about how the business is being run. I don't know if the changes I suggest will be made, but it's good to know he's asking the question — and by acknowledging my response, listening.

Of course, your company may be too big, or you may be too busy to make the same offer as The Great Courses. The point is you need to offer customers an outlet to talk to you, even if it's a link at the bottom of each e-mail you send and Web page you post that encourages customer input. When you speak with me, the customer, I'm more likely to talk to others about you.

‘WE HEAR YOU’

As Christopher Locke points out in his book “Gonzo Marketing: Winning Through Worst Practices,” companies need to change their attitude from “We want your money” to “We share your interests.” This is especially true if your aim is to convert a loyal customer into a brand booster.

To create a true brand advocate, you've got to prove you're every bit as enthused about your product or service as your most loyal customers are, whether you're selling golf clubs, knitting supplies or a craft-brewing class. If not, you risk being seen as a poser with limited credibility.

There may be no better example of this interest-sharing approach than Patagonia, the clothing and accessories marketer. Under the leadership of company founder and owner Yvon Chouinard, an avid outdoors enthusiast, the people of Patagonia actually wear what they sell, often testing their gear under real-world conditions. They then tell us about it on the company's Web site.

Check out the always-changing “Sports We Do” link at Patagonia.com (see illustration, page 10). Depending on the time of year, you'll see stories on sports from fly-fishing to extreme climbing featuring the exploits of actual employees. It probably won't surprise you to learn that every story includes a picture of our employee/hero wearing the latest Patagonia garb.

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TOM RAPSAS (tom.rapsas@gillespie.com) is associate creative director at MRM-Gillespie in Princeton, NJ.

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For more articles on integration, go to http://directmag.com/disciplines/integration/.