It’s important to remember that every customer matters, but those who drive more profit than others are especially important. Known as high-value customers, these individuals are extra passionate about — or reliant on — your products or services. They can be counted on to spend more in the short term and far into the future compared to other customers. One way to get them more invested in your company is through personalized, highly interactive experiences that convey what your brand is all about.
One way to wow high-value customers is by leveraging experiential marketing and crafting impactful interactions they’ll never forget. The goal: produce a strong emotional response while making VIP customers feel connected to your brand. Keep reading to learn how.
VIP customers want to know that they matter. While other marketing campaigns can show appreciation for these customers, nothing compares to a curated experience centered around the guests of honor. This can take many forms but will require extra planning to achieve. Prior to the experience, get to know your VIP customers: What do they find compelling about your brand? What are they passionate about? Find creative ways to build these details into each experience.
For in-person events, personalized touches are most effectively provided within VIP lounges or other exclusive areas that only high-value customers can access. Better yet, consumers can get actively involved. At a minimum, offer personalized gifts, print materials, and packaging before, during, and after curated brand experiences, all with sustainability as a north star.
Provide Engaging Event Content
Every message should appeal to high-value customers, from pre-event emails to social media updates and even keynote speeches. Some of this content may be personalized — but even when it isn’t, all messaging should still feel deeply compelling to VIPs. Having a strong event content strategy can help you craft the right voice that promotes cohesive messaging every step of the way.
Encourage VIPs to Connect
While individualized experiences are appealing to high-value customers, they also want to know that they’re part of a close-knit, exclusive community. Encourage them to interact with fellow VIPs, in-person or via dedicated online groups. These connections will help customers connect with each other while becoming even more invested in your brand and, therefore, more likely to participate in future VIP experiences.
Level Up the Experience With Cutting-Edge Technology
The latest tech developments can take an already extraordinary experience to the next level. These can also be leveraged to achieve many of the objectives outlined above, such as personalization and creating connections among multiple VIPs.
Virtual and augmented reality provide some of the best opportunities to elevate a range of VIP experiences, including both in-person and virtual interactions. These solutions encourage high-value customers to engage with your brand in innovative and more memorable ways.
Live Streaming opportunities are also important, especially as some VIPs may be unable to attend in-person events. Select brands are also beginning to experiment with non-fungible tokens (NFTs), which can function as digital keepsakes for valued customers.
Stay in Touch
One successful VIP experience can pave the path for a strong relationship that lasts years, but following up with customers is essential. Begin by thanking high-value customers for engaging with your brand. Next, get them excited about future opportunities by letting them know which VIP experiences are on the horizon and how they can get involved. Again, personalization is key — VIPs want to know that they matter.
Draw On the Power of VIPs
VIPs have the power to take your brand to new heights. Dazzle them with personalized experiences that demonstrate why they’re such a great match for your brand. You’ll never regret cultivating a passionate following of high-value customers.
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