Volkswagen is currently sponsoring a contest called The Fun Theory. The contest is looking for the best ideas that use fun to change people’s behaviour for the better. Watch the videos on the home page. The piano staircase is wonderful!
There are two ways to help change the behaviour of your customers. One way is to reward them for the positive behaviour you want. The other way is to punish them for unwanted behaviour. Guess which method is always more successful?
Bell, a Canadian phone company, wants to change to electronic invoices which would save Bell time and money. But customers would gain nothing.
Would you switch to monthly electronic billing if you could save one dollar per month? Would you switch if you got, say, an extra 50 text messages or minutes added to your account each month? I bet the answer would be “Yes!”
Unfortunately, Bell has decided to take the other route and is punishing customers who don’t switch by charging them an extra $24/year, plus tax. (Ironically, to bill the customer for that extra amount, it actually costs Bell more money, due to the increased paper and printing.) How much goodwill does this create? What about customer loyalty?
As some other businesses have learned, always reward the customer for the behaviour you want. If a client gives you a referral or helps get you new business, then reward them. If a family books their portrait session on a weekday rather than a weekend, then reward them. If a business customer pays in full in advance, reward them. But to make this work, the photographer usually has to promote it.
There’s a portrait photographer who has a “Wacky Wednesday Special”. For anyone who has a portrait session on a Wednesday, (normally a slow day for portrait photographers), and brings in a silly hat, (actually, any hat), they get the usual portrait session (at the normal price) plus a free, fun picture of themselves in the hat. The photographer says it’s amazing to see not only how many people ask about the special, but also how much trouble they go through to find a silly hat.
How would this “Wacky” promotion compare to another photographer who just offered a free print?
An element of fun will spark interest and, of course, a sense of fun. It will also make the photographer’s business a bit more memorable which, oddly enough, tends to increase referrals. (Where did you get that picture of you in that hat?)
What about “Facebook Friday”? Portrait sessions on a Friday include a free silly portrait intended for the customer’s Facebook page. This probably won’t help book executive portraits.
Photographers can reward clients with such things as a price discount, free prints, a store gift card or any other way that might suit the customer and the situation. If you can make the reward fun then your brand will earn double the bonus points!
If you appreciate your customers’ business, don’t punish them for it. Reward your customers for any behaviour that benefits you.
You need good customers because they add to your business.
Unhappy clients only subtract.
