Take care of your biggest talkers, your best customers, and your most loyal fans. This is where a lot of your word of mouth momentum is, and a little effort with this attentive audience can mean a big boost in conversations.
How a word of mouth supergenius does it:
The Home Depot found a simple way to make their best customers feel special: They surprised them by mailing a big thank you note and including a $50 gift card.
From Jordan Lane’s post on CheetahMail’s Email Responsibly blog:
This Saturday I received a letter in the mail. The envelope was nondescript and the return address was a P.O. Box I did not recognize. It looked and felt like the type of envelope that contains a new credit or ATM card. When I opened it up I was pleasantly surprised — inside was a letter from the Director of Customer Care at The Home Depot and a $50 gift card. The letter was thanking me for my online business during the past year!
I have to admit, I did spend a lot of money at The Home Depot over the last twelve months. I was in the midst of a variety of large scale home improvement projects that required the purchase of a washer, dryer, refrigerator, barbecue, sinks, cabinetry plus much more — all bought online. Before I received this letter I did not feel especially loyal to The Home Depot, despite having spent a lot of money with them.
Photo from Jordan’s post, click to enlarge.