Before you go looking for new customers to sell to, you really need to hold onto the ones you have. Existing owners of your brand's products are the most fertile ground for selling more stuff. Your competitors are working hard to win them over to the dark side; you need to work just as hard to keep them in your camp with a consumer engagement campaign. If you do a really good job of engagement you can turn your customers into an army of active brand ambassadors.
One simple and inexpensive way of fostering an ongoing relationship with consumers is a well-executed email newsletter. Done right people will read and appreciate them. The key is hitting a good balance between content that sells and content that is educational and entertaining. Reproduced here are two examples of Definitive e-newsletters. The lead story on the first one featured Definitive's charitable work and a story on the production of Definitive's consumer videos - sort of a backstage look. The second is a more traditional sales pitch for a promo and a Facebook contest.
When you are ready to mount a real consumer engagement campaign, you need to call (410) 458-3176 or send us an email.
Soon after we launched the first Polk website in 1994 we opened a forum dubbed "Club Polk" where anyone interested in audio could have a voice and a place to share their passion for audio in general and the Polk band in particular. Topics ranged from system set-up, music and movies, opinions about their Polk speakers and other A/V gear and a myriad of other topics. Today the membership is over 160,000 people - a veritable army of brand ambassadors.
A forum is just one of many means of fostering a relationship with your customers and building brand loyalty. Each method has its pros and cons. We can discuss all them with you. Send us an email or call (410) 458-3176.
Concept and Direction
Polk Audio Marketing Staff
Polk Audio's quarterly 24 page newspaper mailed to over 80,000 subscribers in the early to mid 2000s, making it the second largest circulation A/V publication in the USA at the time. It featured articles that informed and entertained as well as the usual product propaganda.
Reader surveys and built-in tracking mechanisms showed us that readers most valued the educational and entertainment articles which is a lesson we've never forgotten. Engage your customers with content they care about, don’t just shout at them about how great your products are and you'll help build an army of enthusiastic brand ambassadors. We can show you several techniques for building your own cadre of rabid fans. Send us an email or call (410) 458-3176.
Copywriting and editing
Polk Audio marketing, engineering and customer service staffs