That one instrument that builds loyalty, and keeps your company top of mind? That one system which really turns up the volume on R.O.I?
Continuity Gifts.
Yeah, that’s right.
Continuity Gifts single handily build lasting relationships with customers and employees by providing a strategic, ongoing series of related gifts. This approach cultivates loyalty and keeps your business top-of-mind, creating an avalanche of goodwill over time. This is more important and more powerful than that one-time single gift.
Let’s speak(er) about how a well-thought-out continuity program increases loyalty and retention for your customers:
Encourages repeat business: Businesses like casinos use continuity programs to incentivize regular visits and reward high-frequency players. By offering a multi-week gift series or rewards for accumulated play, casinos drive recurring revenue. For the best results, casinos survey their players to find out what the current trends are and what gifts they would like most.
Builds anticipation: Giving a sequence of related gifts builds excitement and anticipation. For example, a business could send a client a matching luggage set over the course of a year, starting with a carry-on and finishing with a larger suitcase.
Increases brand recall: An ongoing, branded gifting program keeps a company in front of its clients and reinforces its identity. The quality of the gifts and how you package and present these gifts will also boost brand perception.
Rewards milestones: Simply time gifts to coincide with customer milestones, such as a business anniversary or the completion of a project, which demonstrates that the company is invested in the client’s success.
What’s More Important than Building Customer Loyalty?
Your Team Members recognition, duh:
Drives engagement: Continuity gifting can be used for large-scale employee recognition programs, rewarding staff for their contributions and achievements over time.
Encourages desired behavior: In safety campaigns or other incentive programs, a series of gifts can encourage employees to engage in desired actions by rewarding them for consistent performance.
And…
Just like any tool, it doesn’t help if you don’t know how to use it.
How businesses implement continuity gifting:
Develop a strategic plan: A company must first define its goals for the program, set a frequency for gifting (e.g., monthly, quarterly or annually), and establish a budget.
Create a gifting theme: Effective continuity gifting often uses a cohesive theme. This could be a set of related gifts (like the luggage example) or a sequence of seasonally appropriate items.
Personalize gifts: To make the gestures more meaningful, tailor your gifts to recipients’ preferences and interests rather than sending generic items. This shows genuine appreciation and strengthens personal connections. Remember. Survey, Listen and Respond.
Ensure seamless execution: Just like H2R, you can partner with specialized gifting companies that handle logistics, such as product selection, customization, and automated delivery, to make the process effortless.
Provide choice: Especially in large-scale programs, offering recipients a choice of gifts can increase engagement and make them feel more valued. Also provide an alternative if you run out of gifts.
If you’re interested in finding out more about what makes an Incredibly Successful Continuity Program, give us a holler, we get you started in the right direction!
Rick Harshman is the CEO of H2R Agency, the leading marketing agency specializing in inspired creative and results-driven strategies in the gaming industry. For more information, call (720) 226-3229 or e-mail RickH@H2RAgency.com.