Marketing Communications: How to Make Connections

By Michelle Glennie, The Partner Marketing Group

Too often in marketing we focus on trying to cast as wide a net as possible in our marketing communications in the hopes of snagging new customers, while we neglect those that we already have. Existing customers are an important source of referrals but if you don’t pay any attention to them, it’s as good as being ‘out of sight and out of mind’.

Think about holding an appreciation event for your existing customers. This could be quite simple, such as an invitation to a Friday afternoon BBQ. After all, who doesn’t want to get out of the office a little early on a Friday afternoon? Hold it at a nearby park, have all your employees attend. Not only will your customers appreciate your invitation, it gives you an invaluable opportunity to network in a non-threatening atmosphere while people are relaxed.

You could even go one step further and hand address an invitation to them versus sending out a blanket email to everyone. The convenience of email is indisputable, but the resonance that a hand addressed invitation brings with it will outlast any email you will ever send. After all, when did you last get a hand addressed piece of mail? Do you recall the feeling you had when you received it and the anticipation with which you opened it? Don’t reserve hand addressing just for family occasions, extend that out to your most valued customers – an extension of your business family.

If you’re looking for more marketing tips ‘n tricks, we publish them monthly in our newsletter. Visit, or opt into our monthly newsletter by texting the letters TPMG to 22828. Be sure to sign up so you can be on the receiving end of useful marketing information and yes, we do hand address our Holiday cards to show our customers that we do want to take the time with them.

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