The more you can make people feel like they’re part of a welcoming community, the more likely they are to stick around. Now, that doesn’t always work in all areas, for example, we’ve all heard tales of draconian homeowner’s associations in which the premise is to join community discussions and make decisions, but are actually expressed in a trillion rules you have to follow or else.
However, for businesses, creating a community of customers and making them feel like part of a club can actually be quite useful. You have to do this correctly, though, because if customers feel like you’re shoehorning them into a program they never volunteered to be in, or if you bombard them with updates, newsletters and copy after one purchase or order, they’re going to be frustrated quickly.
In this post, we’ll discuss how to strike that balance and if you do decide your service/product line can benefit from this, how to develop the structure with taste. Consider this to achieve the best results:
Simple Branded Items & Merch
The best branded merch is something you’d want to keep, not another pen that breaks after a week. Customers know when you’ve put thought into what you’re giving them versus when you’ve just ordered the cheapest option from a catalog and slapped your brand name on it. A well-made notebook with your logo or a planner can be useful for example, but a flimsy keychain gets tossed in a drawer and forgotten. Custom stickers work brilliantly here because people love putting them on laptops, water bottles, or phones if the design actually looks good, but they should be a bonus extra and not the sole addition.
You should try to pick items that fit into how people already live their lives. A quality tote bag gets used for groceries, a coffee mug sits on someone’s desk every morning or a cap are good examples. Though remember the logo placement should feel natural, not like you’re trying to turn customers into walking billboards.
Account VIP Management
VIP programs are best when they make your best customers feel like their account with you is worthwhile, not that they’re getting more emails with “exclusive” in the subject line. These are the people who already love what you do, so the perks should reflect that relationship, as maybe they get first dibs when you launch something new, or they have a direct line to customer service that gets answered quickly.
If VIP treatment feels organic to how you already interact with these customers, then that’s best. They should feel like they’re getting insider access because they’ve earned it through their loyalty and engagement with your brand.
Monthly Rewards
Monthly rewards are good as they can give anticipation that keeps customers engaged and subscribed to your club but they have to be rewards people genuinely want to receive. Generic percentage discounts feel lazy, but a monthly surprise that connects to what someone has actually bought from you is better. That could involve early access to seasonal products or a small gift that complements their last purchase.
The timing matters because it gives customers something to anticipate each month. They start checking their email or opening your app because they know something worthwhile is coming their way or they might even set it in their calendar. That’s a good sign too.
With this advice, you’re sure to create your customer club system with care.
