You own a company, and you have good customers. You want to keep them, and get more customers like them. How can you do that? You probably have a good answer for that. Here’s a popular method of Customer Retention, that you might not have explored yet.
CRKT employs some dedicated knife designers from around the world. That is why they are competing with Kershaw and Kutmaster (Utica) for some great pocket knife designs. Those two companies have been around much longer, and have strong reputations in the knife industry.
I found the best rescue pocket knives on display in Cleveland Ohio last week. Gordon Blake, of Big River Marketing is showing us the Heavy Duty Rescue Knife (with yellow bolster). In his other hand is the “Ball Bearing Assisted Opening Professional Grade Rescue Knife”. It opens with a breeze, using only one hand. Both knives are made by Utica Cutlery Company (the Kutmaster line).
More details can be found by clicking the pictures below:
The first 2 questions are easy to answer, but the last 2 can leave you scratching your head. Any form of advertising has to address these questions:
Will it be cost effective?
How will I know the advertising campaign worked?
Will the campaign have long-lasting rewards?
Will the campaign show my company in the image that I want it to show?
Is the success of the advertising campaign “measurable”?
A $50 pocket stainless steel pocket knife with your corporate logo laser engraved will be a good investment. But only if it is cost effective. If that knife brings you an order worth $5,000 or $1,000,000, it is well worth its cost. So quality company logo knives aren’t for a business that gets a lot of small orders.
How will you know it worked? How does Procter and Gamble know that their 30 second commercial last Tuesday worked? You can only guess that all advertising has a cumulative effect on your customer base. There are ways to track effectiveness. We can explore these methods in another post.
Will a gift knife have long-lasting rewards? You bet! So do it now, and not just before you retire.
Image: Choose the style of knife that reflects your company’s image.
Measurable results of this type of advertising: A great topic for next time.
How do you choose the best pocket knife? Some of the new tactical knives have really cool designs. But, since they don’t have a history of popularity, they can’t be considered in this contest. They may be popular now, but that might be short-lived.
The winner must have a history of popularity for many years. How about 1964? If a knife style was invented in that year, like the Buck 110 Folding Hunter, would that be a long enough history? What about the 1600’s? That time frame would certainly be a long enough history. That’s 400 years, or 4 centuries. If a pocket knife style is still as popular now, as it was 400 years ago, that would make it the winner. So that’s how I came up with the winning knife. If you don’t agree, please post your comments here.
I believe the Best Pocket Knife of All Time is the Barlow Knife. Once used by George Washington, and Huckleberry Finn and Tom Sawyer.