thank you and come again

brand-as-business bit:  My latest Brand New Perspectives column in QSR Magazine answers a QSR operator’s question about keeping customers coming back.

The piece outlines my thoughts on increasing purchase frequency — an objective of practically every marketer — I would be remiss if I didn’t mention the effectiveness of a heart-felt ‘thank you.’  Said with earnestness, those two words have so much power — they:

  • convey emotion — humans are emotional beings
  • make a personal connection — what marketer wouldn’t want to do this?
  • stand out — because it’s becoming a rare occurrence
  • increase profits — read the evidence in this great bit from last fall’s Fast Company
  • give me a reason to buy again — nuff said

Here’s an example of a well-executed “thank you” I recently received in an order from the White House/Black Market:

Love it!

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