How does it work?
Success is built on a knowledge base of what worked -
and what didn't.
Case Studies: Customer Loyalty/Rentention
Golf Balls
Customer retention. Relationship management. Loyalty marketing. No matter what you call it, it's a way to let your customers know how much you value their business and make them less likely to be persuaded by your competitors.
Client
One of the most successful customer loyalty/retention programs I've created was for a leading manufacturer of golf balls.
Challenge
My client had assembled a list of current customers who golfed at least three times a week. The names on the list represented customers who bought a lot of golf balls and were very affluent, very dedicated golfers who were likely to purchase premium golf balls. Certainly, these were customers worth retaining.
Solution
The designer and I created a direct mail package that included an inexpensive-to-produce plastic golf bag tag that identified the golfer as an 'Elite Player' who had been 'honored for his or her dedication and contribution to the sport of golf.'
In addition, the mailing allowed the golfer to redeem golf ball proofs-of-purchase for items such as hats and T-shirts featuring the golf ball manufacturer's logo.
Result
Recipients of this customer retention mailing were very flattered by the recognition. Not only did they use their 'Elite Player' golf bag tags, but a considerable percentage of them redeemed proofs of purchase to receive hats, T-shirts, visors, etc.