0816_TOEFL-Test-and-Score-Manual-1997

Marketing Strategies ● 161
The Power of Referrals
Word of mouth is the most powerful marketing tool, but incentives
can help.
• Establish a “best customer” program. Reward referrals with cash, free
shipping, two-for-one and early-bird specials, or extra discounts on
products they buy frequently.
• Ask customers to refer new business to you.
• Publicize referrals on your web site or newsletter. People love to be
recognized for helping you succeed.
• Offer incentives to your employees who refer new business. A halfday
off with pay is a great way to say thank you for landing a new
client or customer.
• Thank customers for referrals by sending flowers, a fruit basket, a gift
certificate for a restaurant, or movie tickets.
Depending on what the customer wants, bouquets are reassembled and
arranged inside an airtight shadow box or picture frame. The flowers are
expected to last for decades.
Business has been steady, despite the economic downturn. “You do
have to work harder for the same dollars,” said Adkinson, who often gets
new business from the wedding planners at Disney’s Fairy Tale Weddings.
Check out her company at www.keepsakefloral.com.
GREAT
Give It Away
Free is the most powerful word in the English language.
IDEA
Offering potential clients or customers something for
free is an excellent way to bring in new business and build customer loyalty.
“Sprint once gave me a deal that covered all my local telephone service
for two years, free calling on Fridays, plus free 800-line pagers for