How often do you receive a thank you for your patronage? When you do, what are your thoughts? Are you more inclined to be a repeat customer?
These questions are in the scope of Eso-Merit Marketing in as much as we subconsciously react to simple gestures of humanity. It may seem simple enough but the intention of the gesture has more value if it is genuine than if it is procedural. To put it is layman’s terms, if you receive a thank you without thought, the value is minimal.
Appreciation of client relationships is the focal energy that constitutes the principle of gratitude. It is not the quantity of the appreciation but the energy that results in quality devoted to true relationship building. When a company betrays the trust of it’s supporters, the energy cannot be repaired by a simple I’m sorry. However, the energy of remorse cannot be ignored. Toyota has worked to regain its trust in the market through a campaign targeted toward safety. This campaign has highlighted the history of safety in its vehicles. Can this effort be sufficient in the re-establishment of an icon of quality choice? The success will stand if the company will abide in the truth, acknowledge missing the mark, and deliver gratitude as its moniker. Without a clear connection to the truth, any advertising campaign will ultimately disappear from awareness with the perception of an inferior product.
The author, Eric Reese, is the owner of Out In Front Marketing and a certified Yoga Instructor. His blending of esoteric teachings into every day life offer a chance to experience more than just a job.