If you’re anything like me you receive numerous emails every day – some wanted, some unwanted.
You may read some, you may skim others and some you just delete without a fraction of a glance.
And when you do open an email and read, it’s surprising and yet reassuring to see some entrepreneurs, some companies and some organisations making a genuine effort with their marketing.
A hairdressing salon I used to go to started doing it – sending me “follow-up” emails after my visit, having taken my contact details at the reception desk whilst I was paying. Then, for some unexplained reason, they stopped sending the messages.
Have I gone back to that salon since? No. I’m trying somewhere different now.
That first salon lost a customer.
Because they didn’t persist with their marketing.
They forgot to understand that people notice these things.
Things like when you start to talk to people in a different way…. almost as if you knew what you were doing and as if each customer was important.
How revolutionary is that?
I noticed a change in marketing and customer service recently with the Philharmonic Hall, a wonderful venue for music, comedy and other entertainment shows in the heart of Liverpool.
My inbox used to just receive messages about forthcoming events.
Now, when you book and attend a show, something different happens.
Firstly, before the event I received an email to remind me that I’d booked tickets for it. I liked the way the message and information was presented.
It told me the name of the show (it was comedian Reginald D Hunter), the date and the time (and, of course, the venue).
It invited me to buy more tickets and explained how to do that (by phone or online).
It stated quite clearly that there would be no support act. The show would start at 8pm and finish at about 10pm (useful information if you have to plan a train ride home and need to know if you’ll make the last train back), with timings subject to change.
There was a gentle warning that the show would contain “adult” language and content. It was carefully worded, too. Not there “may” but there “will” be material and words which some might find offensive.
The message continued with an update on the revamp of the hall and reassured me that there would be stewards available on the night to help with anything should I need it.
There was advice about parking in the area and also about food available at the hall.
Very informative message and a well thought out email.
Not only that…
After the event I received another email. This one thanked me for attending the show and thanked me for bearing with the hall whilst it undergoes its revamp.
The message provided several options for giving feedback on the show – email, Trip Advisor, Facebook and Twitter…
…. and advertised another show (a COMEDY) based on my last choice of booking.
TWO forthcoming stand-up comedy gigs, in fact.
I thought this was good marketing and I’m sure the Phil will notice the difference in its ticket sales and customer satisfaction levels.
The marketing officer at the Phil followed THREE simple yet highly effective rules or principles:
1. Market and keep marketing
2. Give people information they need (and want)
3. Put yourself in the customer’s shoes when you’re writing – and think about what you want to hear.
Let’s see if the Phil continues to apply Number 1 of these three.