Fire&Spark President, Dale Bertrand, sat down with Viveka von Rosen, the Co-Founder and Chief Visibility Officer of Vengreso, the largest provider of Digital Sales solutions. One of Vengreso’s past clients, Tom James, is a model for how powerful purpose-driven marketing can be. Tom James is a business professional custom-clothing retailer that combines world class service and in-house fabric manufacturing to meet customers’ increasing demands for convenience. During the interview, Viveka told the story of how Tom James utilized a powerful marketing strategy to increase revenue and build their customer base: networking on LinkedIn. Watch the full recording below:
If you’re short on time, here are some takeaways:
Market where your customers are active. Although LinkedIn is commonly known for B2B networking, Tom James crafted a strategic plan that leveraged existing relationships to generate new ones. Since Tom James’s customer base is business professionals, the brand took to LinkedIn, where their customers actively spend their time, to use referrals to gain more customers.
Focus on how your product makes customers feel. Although Tom James creates custom-fitted clothing, the brand focused more of their messaging on the way that customers feel when wearing the products. For example, professionals gain a feeling of confidence with the help of their Tom James suit. The brand highlighted this attitude in their marketing which resonated more than their alteration options.
Exceptional customer service makes all the difference. Tom James prides themselves on having top tier customer satisfaction and retention. Their strategy: going above and beyond what it takes to help customers. Viveka shared one of her own experiences purchasing from Tom James where her consultant drove over an hour each way for numerous measurements until her suit fit perfectly.
Solve a problem for your niche. What really makes Tom James unique is their ability to alter the shopping experience in a way that targets those who don’t particularly enjoy having to shop for professional clothing. Experiencing a consultant driving to your home or place of business, measuring your outfit perfectly, and showing up with a high quality suit afterward makes it exceptionally easy for customers to get new clothes without any hassle.
Nurture relationships with past customers. Even if a customer hasn’t bought from you in a while, it’s still an extremely valuable relationship that should be nurtured. For maximum benefit, Tom James keeps in touch with customers by staying connected through social media. As a result, many customers make another purchase and even refer new customers as well.
Video and voicemail messages are most effective. Instead of just sending a typical cold outreach email, Tom James found a more physical presence, such as video messages, resonated more with potential customers and boosted their response rate. These video and voicemail messages displayed more confidence and could better represent the brand’s “look” that target customers wanted. This allowed potential customers a solid foundation, understanding, and expectation of the brand right from the start of their relationship.
***A special thanks to Viveka von Rosen who made this event successful.***
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