There’s a difference between customers and loyal customers. Customers book a ride. Loyal customers book lots of rides, or they send their friends and family to you to book rides (or both, if they’re big-time partiers), and they do this over and over again. Now I ask you: Do you want to book a ride or forge a relationship? If it’s the latter, you need to learn a thing or two about relationship marketing.
Becoming Friends with a Brand
Years ago, it was enough for our favorite celebrities to pitch products and services based on the merits of the products and services alone. As media advertising progresses deeper into the 21st century, it’s not enough to have a great product or service anymore. It’s about how interacting with it feels. To build a relationship with your customer, your brand has to get them "feeling all the feels."
It’s just human nature to do this, and it goes back way further than the Internet. You weren’t waiting for Sam the plumber, you were waiting for Roto Rooter to show up at your door. Samantha didn't deliver your pizza, Domino’s did. People are all too used to becoming friends with brands, so what makes you think that doesn’t apply to your limo business? Successful relationship marketing involves people thinking, "I need to call A-1 to book for prom" as opposed to "I need to rent a limo." So how do you get there?
The 3 Relationship Building Blocks
There are three basic steps to developing relationships with people through your brand. Here’s a thumbnail sketch of what they look like:
Anyone who has ever fallen in love knows that this is the first and most vital step toward forging a meaningful relationship. No attraction-no relationship. It’s that simple. You need to decide who your target audience is and make your content attractive to them, so that when they see it they take interest.
Once someone decides they like your brand, you need to maintain their interest, and foundational to this is communication. This is where good social media and email skills come into play. Stay in constant contact with your audience and really show them your personality. Make it clear that you care about them and want to have a relationship with them that meets their needs. Once again, marketing imitates life.
So you got someone to book a ride. That’s awesome. If, however, you want them to remain loyal, you have to earn their loyalty every single day. Always meet or exceed people’s expectations, and continue to stay in close contact. Take negative feedback seriously and never, ever respond defensively to a negative comment or review, especially online. Friends and lovers quarrel, but there’s always a solution. It’s part of your commitment to your customers to be proactive in finding one.
Relationship marketing is all about how you can make the customer happy, and keep them happy. These three steps will put you (and keep you) on the right path.
The DriveProfit Advantage
The senior marketing team at DriveProfit has the limo marketing experience and knowledge necessary to help you develop effective limousine marketing programs geared specifically toward the chauffeured ground transportation industry. If you are launching a new limousine marketing campaign, or are not satisfied with the results you are getting from your current efforts, our team is here to help. To learn more, please contact Pat or Jennifer at DriveProfit today at 203-426-7780, or email us at firstname.lastname@example.org.
Posted on Dec 02 2015
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