One of the best things about relationships is the unexpected but delightful surprises people give each other on their anniversary. It’s a way of reinforcing or reaffirming the commitment to each other. So why not carry the tradition over to your customers? On the anniversary of their first major purchase with you, send them a token of acknowledgement and appreciation. Make it something memorable, like a free cartridge of printer ink on the anniversary of their purchase of the copier or printer they bought or leased from you. If you’re a photographer, an 8×10 print of a favorite photo your client hired you to take, along with gift certificate for the frame of their choice makes a great anniversary gift. Your anniversary surprise can range from a tank of gas for someone who bought a new car, to dinner for two at a local restaurant.
Not only will you guarantee that your client opens EVERY marketing piece from you after that, you’ll have a chance to delight and connect with them in a meaningful way. It’s kind of like the “buy two dozen, get a dozen free” idea, but this way it’s a gift, not an obligation. Set up your contact management system to trigger a notice on the anniversary of the sale (like setting up a “birthday” date only better). Send along a handwritten card with the gift. It can be something as simple as, “Happy anniversary! It’s been a year since you bought/leased ________ and I wanted to take time to let you know I appreciate your business and hope things are well. The _____ is a token of my appreciation, no strings or expectations attached. Enjoy your day!”
Not only will your customer appreciate the gesture, they’ll tell their friends about it too.
Quote:
“Most modern calendars mar the sweet simplicity of our lives by reminding us that each day that passes is the anniversary of some perfectly uninteresting event.” – Oscar Wilde
