Retention Marketing: A long game but a good game

Throwback to the joyous Saturday night a few months back, when my husband and I headed out for a lovely dinner date just the two of us (a rare treat with three children under five).
 
I say just the two of us, but actually, there was a third presence hovering over our table as we chowed down on our steamed buns and sushi - our real estate agent. And not in a creepy way, however that might sound.
 
We recently purchased a new home, which most would agree is a stressful, all-consuming task at the best of times. For years now, Tremains Real Estate (and NZ Sotheby's) have been issuing restaurant vouchers to clients as a final closing gesture. Now that I've been the happy recipient of one, I can confirm that this is a genius way to ensure the client is continuing to think of you weeks or months post-sale. Much better than a branded keyring which would sit collecting dust in a drawer for the next 10 years.
 
Relationship marketing is a long game. It might not have that immediate satisfaction that comes from securing a new customer, or making a fresh sale, but by working hard to strengthen customer loyalty, improve brand awareness and nourish ongoing positive interactions, you're cultivating more meaningful relationships with those that already have an investment in your brand, enticing them to become brand loyal and as a result, return for your business time and time again. When it comes to relationship marketing, think of yourself as a tortoise (not a hare).
 
We know that returning customers are likely to spend more with you than newer customers, so developing a solid relationship marketing strategy is a wise move indeed, for any business selling a product or service.
 
But it has to be genuine.

Going back to the restaurant voucher, in a sea of loyalty programmes or brand awareness schemes that either require you to give something back (i.e spend this much money to receive this many points), or customer appreciation 'gifts' that are actually poorly disguised sales tactics (hello that branded keyring or anything else with a sales person's name and phone number stamped across it), a dinner voucher felt like a truly generous 'thank you, now go and enjoy yourself with nothing expected in return.' 
 
And as a result, our final interaction with Tremains was one which (literally) left a fantastic taste in our mouths.
 
Yum yum yum.