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You know the old saying: If a tree falls in the forest and no one’s around to hear it, does it make a sound? The same goes for your marketing. You could have the best offers in the world, the funniest most engaging stories, or the most heartfelt invitation to return—but if your customer never sees it, it might as well not exist.
Think about John—very likely one of your IDEAL customers. What if he didn’t join your Rewards Program? What if his email inbox is so overfilled, he didn’t open (or even see) the email you sent? What if his birthday postcard got lost in the shuffle of a busy household? Even with the best marketing in the world, if your messages don’t cut through the clutter, you’ve missed your moment.
That’s why visibility isn’t optional—it’s essential. Marketing only works when it reaches people. And the more coordinated your efforts, the more likely your message is to break through the noise. How you deliver your marketing is just as important as what you say. It needs to get seen. It needs to get read. It needs to show up where your customers are already hanging out.
Now, here’s the tricky part: everyone’s different. One person checks their email five times a day. Another ignores it completely but always opens their mail. Some people scroll Facebook every morning with coffee. Others only respond to a text. You don’t know who prefers what—and more importantly, you don’t know when they’re paying attention.
So how do you make sure your marketing actually reaches people? Simple: You use all the tools in the toolbox with regularity. Email. Direct mail. Social media. Text messaging. In-store signage. A little bit of everything, so your message gets in front of your customer one way or another—when they’re ready to hear it.
This doesn’t mean shouting from every rooftop. It means sending a steady, thoughtful stream of marketing using different media channels. Not a one-and-done. Not once a month. It needs to show up again and again, in different ways, so it cuts through the clutter. Because let’s face it, people are busy. They’re distracted. And they forget. A lot.
The other piece? You’ve got to speak their language. I don’t mean switching to Spanish or French. I mean using words and offers that matter to them. Talk about things they care about. Use simple, clear language. Make it easy for them to say “yes.”
And don’t just hope for the best. Your marketing gives you measurable results. That’s the beauty of the Royalty Rewards® tools—you can track who opened your email, who used your postcard offer, who clicked your ad. It’s not about throwing spaghetti at the wall. It’s about knowing what sticks.
Bottom line? If you want results, your marketing has to work. And for it to work, it has to be seen. Repetition. Multi-channel. Clear message. Speak their language. Measure what matters.
Do that—and you’ll stay top of mind with your customers, bring more of them through the door, and grow your business without the guesswork.