Today’s post comes from Bridgz’s director of data services Bob Gorans.
My wife and I have been looking for a new TV over the past few months and have spent considerable time researching online. After much scouring, we finally found the product we wanted on sale at a large electronics retailer. We were ready to buy.
Today’s post comes from Bridgz statistical analyst Paul Edwards.
Here’s a reminder for all of us in the marketing mob. Every time I hear one of those insurance TV commercials touting that individuals can save $411 a year on average if they switch to brand X car insurance, I want to rip my hair out. Equally annoying are those ads that state that a person can save, on average, $795 a month if they switch to a “new and improved” drug prescription plan. Now maybe I am just a stats nerd, but for an individual to make a decision based solely on the average (in any scenario), seems absurd to me. Here’s why.
Today’s post comes from Bridgz engagement strategist Andrea Krohnberg.
So you’ve just spent several weeks conducting an intense study of your customers to better understand who they are, what keeps them up at night, how your brand supports their needs, how they make their purchase decisions and so forth. Congratulations.
Today’s post comes from Bridgz creative director Michelle Van Santen.
I took my pet to the groomer last week. It was my first time visiting this particular location.
Several days later I received a card in the mail from the groomer’s office. I opened it, expecting to find some sort of upsell or promotion, but there was none of that. This was a true, traditional ‘Thank You’ card, expressing earnest gratitude for my business. How refreshing!
These days, many companies are so focused on turning new customers into money-generating tools that they skip the middle step of solidifying a relationship. Too often, I’ve soured on a brand experience because the employees had been trained to start cramming membership upgrades and offers down my throat right off the bat.
Sending ‘Thank You’ cards after doing business is a small, inexpensive step that can go a long way toward leaving a good impression and encouraging future transactions.
As with any relationship, moving a customer from first-time buyer to loyal brand advocate requires time and effort. The fact that this company held off on trying to upsell me in our initial interaction increases the chances that I’ll become a devoted customer of theirs over the long run.
