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The Power of Appreciative Marketing

 In today’s competitive market, standing out and creating lasting relationships with your customers is more crucial than ever. We’ve had the privilege of working with some of the most successful brands, including Tesco, RHS, Argos, and top 100 accountancy firms. Through these collaborations, we’ve seen firsthand the transformative power of value-added marketing.

In this article, we delve into how expressing gratitude can significantly boost customer loyalty and engagement. Drawing from the success stories of some fantastic brands, we share practical tips and strategies on how you can harness the power of appreciative marketing to elevate your brand and foster stronger connections with your audience. Read on to discover how a simple ‘thank you’ can make a world of difference in your marketing efforts.

Thank you

Saying thank you can be as simple as sending a thank you card or email after a purchase. Another effective way to express gratitude is through loyalty programs or exclusive customer offers. These programmes provide them additional benefits, discounts, or rewards for their continued support. You could time your campaigns by calendar events, like Black Friday sales or Christmas cards etc. Going above and beyond to show your appreciation creates a sense of exclusivity and makes customers feel valued and special.

Waitrose offers their customers complimentary newspapers, magazines, parking, drinks and offers on their loyalty card. card. 
Refer a friend

Recommend a friend

If you want to boost your business and grow your customer base, a ‘recommend a friend’ marketing campaign could be a highly effective strategy. The concept is simple yet powerful – incentivise or ask your existing customers to refer their friends, co-workers and family to your business. An attractive reward could further motivate your customers to spread the word. This could include discounts, free products or services, or exclusive access to special events or promotions.

Here’s an example of Hello Fresh’s recommend a friend campaign. Their offer is shared in the food boxes and online.
Refer a friend

Seeking Feedback

Expressing gratitude shouldn’t be a one-time occurrence. It should be an ongoing practice embedded in your business culture. Regularly reaching out to your customers, seeking feedback, and actively listening to their needs demonstrates that their opinions matter to you. You build trust, loyalty, and long-lasting relationships with your business customers by continuously showing appreciation. There are various ways to gather feedback, such as comment cards, surveys and personal customer conversations.

Amazon’s customer feedback is a simple form.


One idea for a surprise gesture is to host an exclusive event or workshop. Whether in person or at a virtual event, you can interact with your customers, provide them with insider information, and offer special discounts, giveaways, or knowledge. By creating a unique and memorable experience for your customers, you will show appreciation and foster a sense of community around your brand.

Anthropologie offers members crafting events.

Members only 

Providing exclusive perks, tiered rewards, gifts, or discounts makes your business customers feel special and valued. It could be as simple as offering them early access to new products or services, giving them priority customer support, or granting them access to a members-only area on your website. These perks not only make them feel appreciated but also create a sense of exclusivity.

Rituals provide their shoppers with exclusive members gifts.

It’s clear that adding value through appreciative marketing sets companies apart in a crowded marketplace. Whether it’s through personalised news updates, thoughtful gifts, or leveraging the latest technology to enhance customer experiences, these small yet significant gestures can make a substantial impact. At BeBold, we pride ourselves on helping businesses stand out by integrating these extra touches into their marketing strategies. By showing genuine gratitude and going the extra mile, your company can build lasting loyalty and distinguish itself as a brand that truly values its customers. How does your company set itself apart? Embrace the power of value-added marketing and watch your customer relationships flourish.

If you want to raise your profile and win more business, we love to help with your marketing and design. We offer a complete range of services that support you and your plans for the future. From one business card to a bespoke package of outsourced services – we’re here to help!