The Lost Leader – “One Hit Wonder” or “Future Gold Nugget?”

When it comes to prospecting I personally use direct mail that is extremely targeted.  I have to market from coast to coast so I have found this method works best for me. It gives me a better chance of getting “gold nugget” customers because I am able to pick and choose exactly what I was looking for.

Referrals are a great way to get new customers too. Sometimes those referrals just want my “lost leader” or our Mystery Gift Cards. I am happy to oblige because I am so thankful my current customers think enough of my company and our Mystery Gift Cards to tell others about them with enthusiasm.  I am glad they work!  It is also a means to offer the new customer the opportunity to experience News Works Marketing for the first time.  They usually come back for more Mystery Gift Cards and/or try our other services and products so I feel the experience for them was good.

I know several of my customers tell me that their oil change is their lost leader.  When they get a customer to try them for the first time it is often just for an oil change at the special website price for first-time customers.  The customer found them doing an organic search.  The customer comes in, gets the oil change, and to the shop owners’ dismay, they never come back again.

Don’t take it to heart too much…and don’t give up!  I’m sure your counter staff gave them a wonderful experience. Many times those responding to a special offer will only go to places where they have an amazing coupon…then next time they need an oil change they do the search again for yet another coupon somewhere else.  When the economy gets “normal” again they may remember you for the great experience and return.  Meanwhile, keep in touch with them now and then.  Send them a “thank you” and perhaps enclose a coupon for the next time.  Send them a text message now and then or an email if you have it.

Meanwhile, do like I do.  Be happy they found you and be happy they tried you.  If they were referred to you by another customer, be very happy your customers think enough of you to refer you!

I also feel that one day, when you least expect it, that one-hit wonder may be a gold nugget customer!  Hang in there…it can and does happen!

Rhonda Hiltbrand
CEO
News Works Marketing Group