I recently got a behind the scenes tour of a 70+ year old chocolate company, a business that has built a unique following partly because they were part of their city’s growth and many of the locals grew up with them. The company’s products are remarkable and have been given as gifts for years, yielding certain nostalgia for their loyal following.
The company’s email list consists of mainly locals or original locals who’ve moved away. In order to stay competitive, they need to raise awareness of their products among younger generations, build their list to cover different parts of the country and continue to make the best possible products – challenges not unique to them.
The owners are aware of their challenge and are aspiring to build a recognizable brand, trying to provide the best possible service and engage their customer base to help spread the word. This company has the right strategy… one that all eMarketers should consider – many of us focus on the inactives, considering the actives will always be around. This Valentines Day, consider the ones that “love” you, your active customer base deserves your attention so that they will remain active.
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