Frequency Marketing Will Boost Sales
By Gauher Chaudhry


How often do you keep in touch with your past customers to announce a new product or service? Have you developed a relationship with your customers since their initial purchase? Do you consistently reward customers for their repeat business?

Frequency marketing is simply identifying high value customers and building a solid relationship with them. It is also a very effective way of branding your product or service. It is a proven fact the developing relationships with your customers will increase sales and reduce expenses.

Reduce expenses?

Yes, acquiring new customers always costs more money than selling to your existing customers. Most companies do not realize the power of their in-house mailing lists.

Frequency marketing has been around long before the Internet. A prime example of frequency marketing are the many "frequent-flyer" programs. Many airlines offer free air miles if you travel on their planes. This is their method of building brand loyalty.

Should you implement frequency marketing in your marketing efforts?

Frequency marketing is a long-term strategy that requires commitment. Unlike promotions that may last only weeks, frequency marketing programs could last for several years. If you cannot make this type of commitment, then it will be tough to develop a successful frequency marketing strategy.

The rewards that you offer should be of value. Here are a few more examples of frequency marketing:

Credit Card Contests - Some credit card companies are offering you a chance to win prizes. Everytime you use your credit card, you are entered into the contest.

Stamp or Points - Companies will give you stamps or points that can be redeemed for brand merchandise. (e.g. Pepsi Points)

Contest and Games; Companies provide games or contests which require the player to make repeat purchases. (e.g. McDonalds Monopoly)

You do not necessarily have to offer a tangible reward. Studies indicate that rewards such as special treatment or recognition provide a stronger bonding impact.

Be genuine about your rewards. How many times have you received a "preferred member" plastic card with a toll-free number on the back? Where is the value?

Don't promise the world. If you cannot deliver on your promise, you could seriously damage you reputation and credibility.

When conversing with your customers, you should do it genuinely and not generically. Sending a letter that starts off with "Dear Valued Reader," will not be as effective as "Dear Jim,". Remember you are trying to develop a relationship. Frequency marketing communication is one-to-one, not one-to-a million.

The most important aspect of a successful frequency marketing program is to add "real" value to your customers. You have to look at your product or service and decide whether it warrants a repeat purchase. If you do not offer a high quality product or service, your frequency marketing strategy will fail miserably.

Frequency marketing is not for all businesses. They usually apply to business that have a high need for repeat business. You should also be in a business where it is hard to distinguish between you and your competitors to effectively use a frequency marketing strategy. If you have a monopoly in your business, it does not make sense to implement a frequency marketing strategy. Everyone has to purchase from you no matter what.

The downside to frequency marketing is that once all your competitors realize how successful it is, they will jump on the same bandwagon. Pretty soon, the whole strategy becomes meaningless if everyone else is doing it. That is why a frequency marketing strategy needs to be well thought out and constantly reapplied or revamped.

Frequency marketing is still in its infancy on the Internet. There are many programs evolving at this moment. There will be a lot of companies implementing this long-term strategy into their marketing efforts. Will yours be the next?

About The Author
Gauher Chaudhry is editor of Cool Cash Ezine. You can subscribe for free by sending an email to subscribe@freecoolcash.com with "sub-art" in the subject. You will receive a free copy of the 225+ page book "How To Start And Operate Your Own Profitable Business At Home!" (reg. $20), Read more of Gauher's articles at: FreeCoolCash.com