Strength. Agility. Determination. Precision. Inspiration. 

No, I’m not describing this year’s Olympic athletes, but rather LIFT’s very own East Coast team during a nail-biting game of bowling at Frames Bowling Lounge in New York City. Divided into two teams—Team Blue and Team Yellow—the LIFTers gave their all, playing to each of their individual strengths. 

Shelby Shields, Associate Creative Director, showed her resourcefulness by using a winning bowling strategy from the hit Disney Channel original movie Alley Cats Strike (if you know, you know) to earn herself a spare. 

Senior Account Executive Nathan Gore demonstrated that practice really does make perfect, using his extensive bowling experience to earn him spares and strikes galore. Account Executive and Swifty extraordinaire Sarah Silva remained calm under pressure, putting together the perfect playlist for the occasion in no time at all. Our tenacious Studio Director Tammy Potakey stayed focused and got her first strike on the last frame.

Everyone left it all out there on the lanes, lifting up their team members and rising above difficult situations (gutter balls/questionable lanes). Which team came out victorious? I honestly can’t remember, because we were all having so much fun.  

 

From the office to the bowling alley, the East Coast LIFT team knows how to work together, play to our strengths, and have a good time. 

Before last night, I would have told you that I’d experienced Chief LIFTer Tim Carr in his element. I’d seen him go toe-to-toe with tricky clients, impressing a conference room full of seasoned marketers with his knowledge and passion for Direct Response Marketing. I’d seen him present work he was passionate about and announce huge testing wins, massive lifts in response, and exciting agency initiatives. In short, I’d seen him at his best. Or so I thought.

That was before LIFT’s West Coast (Best Coast) team holiday outing to Spin SF, a ping pong bar and grill, where Tim finally showed us his true colors.

 

The great thing about ping pong is that the best players are the most unexpected ones. It’s Senior Designer Jen Jones, whose serve comes with a nasty backspin. Or it’s Adam Young, Project Supervisor and OG LIFTer, who prefers playing tableless tennis, seeing how many times he can hit the ball back and forth without a bounce. (The answer is 11, in case you were wondering.)

But most of all, it’s witnessing our CEO play with the force of 10 men, waving arms that seem to magically lengthen while returning even the most difficult serves, winning rallies that go back and forth over 100 times before ultimately diving into a metal bathtub full of ping pong balls. Flourishing, excelling, thriving.

So maybe ping pong is a metaphor for collaboration. Maybe it’s an opportunity to “accidentally” hit your Art Director in the face with a light plastic ball. But most of all, playing ping pong is a valuable chance to connect in different ways, see coworkers in a new light, and discover that your CEO could go pro in the competitive world of table tennis. 

Here at LIFT Agency, we’re proud to be the coworkers you want to work with, laugh with, rally with, and take a hiatus from Dry January with. A big thanks to the agency for organizing such an iconic night. And to Spin, SF… I guarantee we’ll be back soon.

Marketing to your former customers can be one of the most efficient and impactful ways to generate new revenue without breaking your marketing budget. In fact, email and direct mail winback campaigns have routinely achieved the lowest cost-per-acquisition (CPA) or customer acquisition cost (CAC) for many of LIFT’s clients.  

Here are some straightforward tips to help you maximize performance in your outreach to these former customers.

1. Embrace data and personalization 

 

You had a prior relationship with these prospects; don’t treat them like strangers. Speak to them by name and acknowledge the past as specifically as possible. Leverage any other data points, including the length of the customer relationship, reasons cited for leaving, location, buying pattern, etc. The more relevant you can be in your communication, the better your message will land and connect.

2. Empower your audience

 

We Want You Back is a common winback headline, but the focus should be more on the You than the We. Use an empathetic tone and take ownership of the mistakes made on your end that led to why the customer left. Speak to how you’ve been hard at work to make things better for them.

3. Highlight what’s new 

 

Coming back to the same experience is not a compelling sales pitch for your former customers. Highlight the new ways your company has worked on its product or service to open your prospects’ minds to give you another try. It may be an enhanced product benefit, feature, or something you’ve improved about their customer experience.

4. Demonstrate intent with a great offer

 

A compelling new offer is one of the best ways to prove your company is eager to win back these former customers. The more exclusive, risk-free, or non-committal the offer can be, the higher your response will be.

5. Consider Emotion

 

An approach that relates to your former customer on an emotional level can be a great response driver. Messages and visuals about the emotional disappointment in the state of “our” customer relationship have proven to work. Make your messages come from a person at your company. Messaging “Is it really over for us?” can perform very well for certain products and audiences. 

Leveraging your former customer data presents a prime opportunity to re-engage and grow your customer base. Reach out to discover how our expertise can amplify your next winback campaigns.

Source: https://hbr.org/2016/03/winning-back-lost-customers

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