Don’t forget your existing clients

When planning a new campaign, many businesses focus on the new clients it can attract, and the additional profit available by reaching a wider audience. But what about your existing clients?

It’s a simple, but often overlooked, fact that your existing clients are the best people to start with when undertaking a promotion. After all, this market segment has previously engaged with your brand, products and services, and are therefore much more likely to purchase from you again.

That said, your offering needs to have impressed them previously, for them to come back to you.

An added advantage of marketing to your existing clients is that you know their buying behaviour. Take for example in-store points cards. As retailers monitor what their customers are buying, they offer them vouchers for money off those products, or similar, to encourage repeat purchases. Applying this to your business, you know what your clients’ needs have been previously, so can tailor them into categories for future promotions.

Consider rewarding your existing clients for their loyalty to you. All too often you see advertisements offering great deals, for new customers only. What about the existing ones? What are they getting in return for their repeat custom?

Remember, it’s far easier to keep an existing client than it is to attract a new one, so it’s important to value those who’ve valued you.

By Rachael Haley