IFA CONVENTION SPOTLIGHT: Customer Acquisition Programs

It’s the time-old question that every business owner asks themselves: “How do I bring in new customers?” From coupons, to incentive programs, to now using social media, companies across the board are constantly seeking new ways to introduce new customers to their brand in hopes of creating not just a new customer, but a loyal one. So what’s working in franchising today? Community Outreach Hosting community events often proves to not only enhance relationships with current customers, but can attract new customers. Huddle House, a full-service family restaurant chain with 400+ units nationwide, frequently hosts Customer Appreciation Days at individual restaurants which offer special deals to thank customers. By offering these events in the community, loyal customers may bring along family and friends who may have not yet experienced the brand. Jeremy Lee, Field Marketing Manager for Huddle House said, “From a local store marketing perspective, we attempt to reach new customers with activities that elevate the overall experience for our new guests. We have also found that these events help eliminate unnecessary discounts and offers that are not always capable of retaining the customer for future visits.” Social Media Social Media has proven to be a critical tool for businesses because it allows companies to have a direct relationship with their customers at a corporate level. The interactive nature of Facebook and twitter gives businesses the opportunity to communicate with fans, hear their feedback and also entice new customers. Social media contests are a key way for business to attract new fans. Offering a contest that asks fans to vote for a winner puts the fan in the driver seat and will often lead to fans asking their friends to interact with the page, putting your brand in front of the eyes of new customers. By engaging current fans with these interactive contests, as well as promotions or posts, brands can be exposed to thousands of new leads. Direct Mailing While direct mail is a more traditional customer acquisition strategy, it continues to be a great tool for many companies. Lee notes, “For the money spent, direct and shared mail programs can be extremely effective tools in targeting and introducing new customers to a brand. You want to portray exactly what the customer will experience when arriving at your place of business. If the new customer’s expectations are met or exceeded after they have experienced your product or service, you have put yourself closer to having a new loyal customer.” Building Client Relationships It may sound simple, but There is no perfect formula that works for every business, so programs to acquire new clients take many forms. From direct interaction at events to virtual interaction over social networks, companies are continuing to find new ways to bring new clients to the table.   --Brooke Wylie