Retention Strategy

When new customers are 5 times more expensive to acquire than the ones you have, retention must be a major focus. I've realized that the most effective customer retention strategies begin the moment a lead becomes a customer. The first (and most important) component is to deliver on "the promise" made to the customer when they first discover your brand.

Once the initial needs of your consumers are met, it's important to continue to nurture them in a way that aligns with your brand and purpose.

One example of how I've done this in the past is by implementing a quarterly sweepstakes program. In a campaign I managed while working for a personal lending company, I curated a national and regional summer travel itinerary for our audience that also offered participants a chance to win money to support their plans.

"Hit the Road With Atlas" was a campaign created to address real challenges in the lives of our core customer base -- being able to find financial support for their day-to-day lives. We launched this campaign at the beginning of summer to capitalize on the collective sentiment around that time of year -- to relax and unwind with family and create lasting memories.

While just three winners were selected, over 2,500 customers entered this sweepstakes, providing us with the perfect opportunity to create unforgettable value, build lasting relationships and position Atlas as a brand that truly cares about our audience.