October 13, 2010

News & Opinion: Are Your Customers Worth Tchotchkes?

By: Dylan Schleicher @ 8:55 PM – Filed under: Management & Workplace Culture

Some companies send out coffee cups with their name on it. Or pens, or calendars. Other companies give away polo shirts. Some have boxes at sports arenas, and take clients out for a big ol' rooting for the team and as much beer and nachos as they can handle.

Those things are all fine and good (especially the beer and nachos). But what does it say to how much you care about your client's success? After all, if they aren't successful, they won't be your client for long.

Today, I talked to someone who had a great idea of starting a marketing program where they gave potential clients a particular book - a book that would give them knowledge and would lead them to further areas of knowledge. That knowledge could help their business grow. Pens are important too, but I'm sure you can see the difference.

What do you give your clients, or potential clients? Knowledge, or just advertising?

The really great thing, is that we can help you do both.

About Dylan Schleicher

Dylan Schleicher has been a part of the 800-CEO-READ claque since 2003. Even though he's stayed on at the company, he has not stayed put. After beginning in shipping & receiving, he joined customer service and accounting before moving into his current, highly elliptical orbit of duties overseeing the ChangeThis and In the Books websites, the company's annual review of books and in-house design. He lives with his wife and two children in the Washington Heights neighborhood on Milwaukee's West Side.