One of the least expensive areas of marketing is what we call front line marketing. This type of marketing is done by your employees during customer interaction whether on the phone or in person. Front line marketing cost your business plenty if done incorrectly, done properly it not only costs nothing and actually earns you money.
If you own a small gastropub for example, how attentive are all of your staff to making sure that the client is promptly seated and served? I have dined in many Philly gastropubs and with the exception of one particular location, I have felt like a valued customer. When I feel appreciated then I not only continue to patronize the business but in addition I recommend it highly to others. This attentiveness by the staff not only cost nothing other than their time (which you are paying for anyway), it actually has brought additional business in the door through recommendations.
To make your front line marketing program a success you have to find a way to motivate your employees to be involved. While monetary incentives are always welcome there are other ways to motivate your employees such as flexible schedules, gift cards, incentive gifts (branded with your logo) or even just a great and friendly work environment. You can also mix and match any employee incentives by doing a different incentive each quarter with the reward given at that point. Don't dawdle by giving late rewards........this is sure to reverse the process you strived so hard to put into place.
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