The other day I received a mail newsletter from one of the local dental practices. It is the only newsletter I’ve ever received for the past couple of years. I was curious enough to go through every articles and news there. I would agree that they have done a great job, not only by delivering valuable information but by building its brands. Although it is costly to do that mail-out campaign, it is effective in building relationship between patience and its practice- just by that 2-page color printed newsletter.
As a matter of fact, dental patience tends to easily switch to new practice every time they see a coupon somewhere. While most of the dental practices have been aware of that, they fail to use various marketing ways to build the brand loyalty with their existing customers.
We are talking about relationship marketing more and more. Because to acquire new customers takes about 80% of the time, effort and money, but the revenue which generated is only 20% or less at the beginning. With the royalty relationship building up, we are going to generate more and more revenue.
There are some online relationship marketing tools other than those traditional ones. For example, email newsletters, coupon offers, rewards program, sweepstakes, etc. Stats show that over 90% of the people download or print coupon in the email; over 75% of people will purchase product offline because of the information he gathered from emails; over 70% of people will click the link to read company or brand content; and over 65% of people will share and forward the coupon in an email to their networking.
We also need to change the way of just thinking about coupon-based incentives to building brand loyalty based on more intangible, emotional values. Cone found that users developed positive feelings toward brands they felt they could interact with on new media channels. New media channels include videos, audios, photos, blogs, online social networks (i.e. twitter, facebook) and so on.
According to a survey conducted in September 2009, 74% of the respondents agreed that after interacting with companies or brands with new media, they generally have a more positive impression of the company or brand; and 70% of the respondents said that they are willing to engage with company or brand who has a presence in new media.
It is our goal as an online marketer to create on-going conversations with your new and existing customers to build brand royalty by various online relationship marketing tools.