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Client retention - Coggle Diagram
Client retention
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Building friendships
Recognise anniversaries - we used to send a gift to each client when they passed 6-months, 12-months, 24-months and so on (nothing major, e.g. just a bottle of wine)
Xmas gifts? Other seasonal gifts?
Yup, agreed. We used to send hampers every year and let the client divide out the contents between colleagues!
Lunch (or other outing) for clients. I used to meet my clients in the pub for lunch all of the time - rather than sitting in boring offices. They were some of my best relationships!
Annual trip for the VERY loyal clients
We took one client and about a dozen of his colleagues to Ascot one year. ..reserved table, champagne, free bets etc in return for (i think) 5-years of loyalty
Don't be afraid to tell / show clients where and what you have been doing outside of work. Afterall, if you were colleagues in the same business you would discuss these things. Equally, try to remember important stuff! Kids names, partners names, trips, holidays etc.
Services
Brainstorm helpline - call us whenever, we'll help you come up with ideas for panels / campaigns etc. Our client at MiB does this with me as she knows I like chatting about ideas. Usually calls out of the blue.
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Annual brainstorm - throw it into the retainer that every 12-months you host an organised brainstorm with senior leadership around messaging and marketing direction
The Discovery Exercise - (again lose it in the retainer) every 12-months you head into the client office to interview all of the senior leadership, heads of, product directors, etc. to find out what they are working on and to refresh the campaign. You can create a document with the headlines, sample stories, calendar of activity for the next year ahead