Give Your Repeat Customers the VIP Treatment

making your customers feel special in order to have loyal and repeat clients

A yogurt manufacturing company has done it differently when it comes to getting their contact information to their target market ? instead of color business cards to establish contact with its customers, they stamp "Let us hear from you" on the back of their yogurt cartons instead.

The same company also sends out their newsletters and flyer printing pieces to its target clients and prospects to introduce new products and promotions. By enlisting the support of loyal customers and potential clients to spread the word about its products, this small ''farm style'' company was able to get into supermarkets and compete with much bigger and more organized companies in their particular niche market.

The company even went out on a great marketing gimmick where they gave their clients and prospects the opportunity to adopt a cow ? a program which aims to encourage frequent purchases and provided information and education especially to young customers. Consumers who buy five cartons or more receive a free photo and biography of a particular cow that produced milk for the company. This ''adoption'' program comes with an adoption certificate to make the consumer feel that he or she is actually the owner of the cow. This program also made parents feel good because the company demonstrated that they also aim to educate their children. It might be interesting to point out that demand far exceed the number of cows at that company''s farm lot.

Needles to say, the result of the program was increased sales. More importantly, the company received accolades and great publicity from the local newspapers and magazines. These great reviews from the press helped the company secure exclusive accounts from big organizations not only in their regional area, but most importantly, they became household names nationwide.

So what do you think was their strategy? It''s obviously to engage their customers with their environmental consciousness concerns, and at the same time, their need to market their products. Their strategy is clearly geared towards engaging their customers to encourage loyalty.

Second, they found clever ways to make their customers feel that they are part owners of their business. Finally, they made their customers feel like they are VIPs. The newsletters, the full color flyers, the feedback mechanism are actually their means to make customers feel special.

The bottom line? Word of mouth builds better loyalty than any advertising you''ve seen and heard in any industry.


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Lynne Saarte is a writer that hails from Texas. She has been in the Internet business for some years now, specializing in Internet marketing and other online business strategies.