How to use print communications to cultivate customer relationships
When you have a need for communications speed, nothing tops a digital message. Yet, we all know what an email inbox can look like at the end of the day. And how attractive the delete key can be when we have to prioritize what gets our attention.
Your customers, donors and business associates are feeling the same way. So how can you build essential one-to-one contact needed to nurture these important customer relationships? It can be as simple as a printed communications piece.
Few small gestures reap bigger rewards in relationship-building than a hand-written message on a printed notecard. When marketers think about print communications, we tend to focus on strategic marketing campaigns, like direct mail or print advertising. Yet, the value of a personal, hand-written message cannot be underestimated. Use print to:
- Share your appreciation with a client who’s remained loyal over the years or has placed a substantial order.
- Acknowledge a donor who’s contributed money in support of your nonprofit or a volunteer who’s helped out with a charitable cause or community event.
- Offer special thanks to a vendor or service person who’s come through for you in a pinch.
- Recognize an employee who’s gone the extra mile on behalf of your company or organization.
While many of these occasions are reactive, there’s also a proactive use for print communications, and it has to do with one of the most effective marketing tactics: business-building through referrals.
You can get the ball rolling by making it part of your sales process to say “thank you” on a regular basis with hand-written notes on printed stationery branded with your colors and logo. Then, it’s easier to ask satisfied customers to share their positive experiences with friends, colleagues and social networks.
For high-impact print ideas, talk to us. We can show you touchable papers, special inks and printing finishes that will get your important messages read . . . and remembered.