Get a Little Bounce From Bouncebacks
Other kinds of bouncebacks include targeting specific segments based on product purchase and cross-selling popular items from a sister catalog, both inexpensive ways to grab interest in different product lines. Your initial numbers from these efforts may seem small, but that’s the nature of bounceback programs.
By operational necessity, bounceback programs only market to a subsection of your housefile — specifically those people who’ve just responded. Based on recency, frequency and monetary theory, however, this same subsection is also your most responsive and profitable segment of customers. Your investment in a bounceback program to target this group will pay off from its cumulative effect.
Brands are built over time, across all channels, one impression at a time. Every place your customer comes in contact with your brand is an opportunity to make a positive and memorable impression. There are no unimportant moments in the life of a brand. But many companies overlook bounceback programs and miss chances to create “magic moments” with their customers.
All too often we assume that our customers know us well. We expect them to be thinking about us all the time. But they don’t. They need to be reminded often of what you stand for, what makes you unique and why they should buy from you. Bouncebacks are perfect opportunities to do just that.
No matter what the goal of your bounceback is, it's one more chance to make a lasting impression.
Brent Niemuth is creative director and brand evangelist at J. Schmid & Assoc. You can reach him at BrentN@JSchmid.com or at (913) 236-8988. George Hague is senior marketing strategist at J. Schmid & Assoc. You can reach him at (913) 236-8988 or at GeorgeH@JSchmid.com.