When was the last time you did a thank you campaign? If you have a business of any kind and you don’t have a structured thank you pattern in your product flow, you might want to consider that. In this segment, Ken shares something that is seldom discussed but they’ve managed to pull off in the most amazing way – Thank You Marketing. One of the age-old ways that has been proven to grow faster is when you involve Thank You Marketing, and he’s going to cover the three steps you can do it.
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3 Steps Of Thank You Marketing
Thank You Note
For many of the audience, you know that this is where I usually do one of two things. I either do case studies of something that worked for us or I do case studies of something that I’ve seen evidence has worked for somebody else that we’ve suggested. In this case, I am excited to share something that is seldom discussed, but we pulled it off in the most amazing way. I want to jump right in. We did a version of what is called Thank You Marketing. We don’t have the actual evidence or results, but I have a guesstimate of how it’s going to turn out. I actually have a little video on our website where you can watch an update video. There’s a little piece inside there that shows exactly what I’m about to verbally describe if you want to see this in physical form.
Let’s start with some fundamentals. One of the oldest ways to market yourself goes for politics, business, pretty much anything that wants to be advanced. One of the age-old ways that have been proven to grow faster is when you involve Thank You marketing. Let’s talk about the oldest one on record, the Thank You note. You write Thank You notes when people come to your wedding. You write Thank You notes when people attend a relative’s funeral. When was the last time you wrote a Thank You note for somebody meeting you for coffee? When was the last time you wrote a Thank You note for someone that bought a product from you? When was the last time you wrote a Thank You note for somebody noticing you, complimenting you? I don’t mean in a relationship, I’m talking about your business.
I don’t know how many Thank You notes I’ve gotten because I expressed an interest in somebody at a conference or at an event. I got a Thank You note from a guy that already sent me a book as a thank you. He sent me another Thank You note, a little handwritten note. He understands the power not of connecting through a Thank You note but the reminder, the true appreciation. I don’t know how many times I have said that the seventh reason people stay at a company for more than two years is the salary or the pay. The first six reasons people stay and don’t leave is feeling part of a team, feeling appreciated, feeling respected, feeling their voice is heard. What happens when somebody receives a Thank You note especially when it’s handwritten? They feel appreciated. They know their voice was heard, they feel understood. It’s awesome.
Understand the power of not just connecting through a thank you note, but the reminder and true appreciation. Click To Tweet
Thank You Phone Call
You evoke the power of the Law of Reciprocity through a written Thank You note more than anything I’ve bumped into in my lifetime. Maybe, except for number two. Number two is an actual physical phone call. I know everybody’s punching themselves in the face going, “I’m going to pick up the phone and call my 12,000 customers that have bought from us on Amazon.” Maybe, maybe not. I will tell you that we called 380 clients in 48 hours. We had a team of twelve people, and I am pretty sure we called them to say, “We are on the Thank You team of Income Store and we’re reaching out to say that we recognize you started partnering up with us and we wanted to say thank you and that you are appreciated and we hope you have a great day.”
That was it. It’s the only way we could have done 380. Here’s what I know for a fact. We did $1.4 million in new business in the ensuing six weeks. These are from people that referenced the thank you phone call. We have two doors on our website. One is zero to $100,000 for our products under $100,000, but we also have doors that are $100,000 to $1 million. The bulk of those was in the larger category. We picked up six additional pieces of business from a 30-second phone call. It was awesome. We do that every April now. It’s the right thing to do.
Thank You Proof
What I want to talk about is number three, the thank you proof. When was the last time you showed physical evidence to your customers that you thank them, that you appreciate them and that you love them for being a customer? We did something. We are the largest manager of Shopify stores in the world. We have 238 active stores, each individually managed with their own product lines and own teams. What we decided to do on one of our sites, it was a maternity site, is to go to the last thousand people that bought from us no matter how much they spent. We created a customized coffee mug that said something like, “Because I told you so.” It was signed by every mom in the world. Underneath it, it said BellaMaterna.com. More importantly, it was a beautiful coffee mug. It wasn’t a generic white coffee mug. It was gorgeous. The key to this is we sent a box with proper packaging and then a note, hand signed, that basically said, “We wanted to reach out and say thank you. You have the most thankless and underpaid position in the world. You work 24/7.”
We truly complimented the mom for being the champion and the super woman she is. We said, “You were getting this coffee mug for no other reason than we want to say thank you.” At the bottom there’s a little 15% coupon, literally in six-point font, you can barely see it. It says, “If you do want to purchase again, please use this coupon.” It’s tiny compared to the rest of the gorgeous letter. We mailed 1,000 in 24 hours and so we’re going to see what the response rate is. The goal is to prove that we love people and see if we get the exact same response that made the company, Zappos, famous. Their Thank You love note was if you ordered regular shipping about one-third of the time in the first two years, even though you ordered regular shipping because you couldn’t afford or didn’t care for next day shipping, Zappos would front the bill on next day shipping. You’d get your shoes at 10:00 AM and they would surprise you. That alone made Zappos blow up according to Tony Hsieh.
Here’s what I’m here to ask you. When was the last time you did a Thank You campaign? If you say to yourself, “I can’t afford it,” I’m going to tell you, yes you can. If you can afford a stamp, you can afford a piece of paper, handwritten note, you can write five to ten notes a day yourself. You could write 100 if you want to. It’s a matter of how badly do you want to grow and are you willing to do whatever it takes to grow? I would strongly urge everybody reading this, if you have a business of any kind and you do not have a structured thank you pattern in your product flow, you might want to consider that.
If you want to see the mugs that we picked, we picked four different mugs. If you wanted to see the note we wrote and exactly what it looks like, the size of the box, we put the box in there. If you go to IncomeStore.com/1st-Quarter-Update, you can see the update video that we put out quarterly. I think it’s a third of the way through or two thirds. There’s a little two to four-minute piece showing the coffee mugs. You will clearly see the length we went to pick the proper mug. I even talked about how we determine certain things, but most importantly I want everybody to read the depth of the note and the sincerity of what we’re talking about, as I think it will hit you that you might want to consider doing something. I hope this helps. Take care.