How long before you are forgotten?
One of the greatest challenges in marketing is having your audience retain not just a favorable impression of your business, but one that is strong enough so that they reach out to you when they are ready to buy.
Case in point:
Last summer, my seven year-old daughter attended summer camp, and had a great experience. Every day, without fail, she came home enthusiastic and energized – already primed for the next day of camp.
When camp ended, she was, as they say, one happy camper. Couldn’t wait until next summer and was ready to do it all over again. Five months later it was time to plan for the summer – guess what? She’d lost that lovin’ feeling. Not only had she lost her enthusiasm, but she had no interest in going to that particular camp.
A great experience isn’t enough
What happened? I’m sure it was a case of out of sight, out of mind. Like most of us, the excitement doesn’t last for 5 months, and lacking any real way for the camp to reach out to the camper during the school year, there was no way to keep the memories at the top of her mind. It’s clear that a great experience is important, but it isn’t enough.
What it means for you
It’s not just summer camps that have this problem – anyone who has a product or service that is consumed infrequently runs the risk of fading from your customers’ hearts and minds. What to do?
This is where online marketing and social media shine. Whether it’s a Facebook Page or an email newsletter, a well thought out engagement strategy can make sure that your happy clients remember you, and make it easy for them to reach out to you when they are in that all-important shopping mode.
