Building Business  with Reminder Cards
By Barbara Bird

We recently had an extensive conversation on the Groom TNT groomers network/list about the value of reminder cards.  Someone asked if we thought it worthwhile.  There were no negative responses.  The general agreement was that sending out reminder cards helps people come back in sooner. Without reminders many clients lose track of time and and wait an extra 2-4 weeks before rescheduling.  Not everyone responds to every reminder, but most clients appreciate our keeping in touch and giving them a little nudge.

"give it at least six months to prove itself."

     From my own experience, I wish I had put a reminder card system into place years before I did.  Actually, I tried, but didn't keep it up and the results were unclear.  There is a point to be made here.  The value of a reminder card system tends to increase the longer you keep it in place.  Clients need to rely on it.  So if you are going to try it out, give it at least six months to prove itself.

"Reminder interval should be individualized"

      Another thing from my own experience is that the grooming reminder interval should be individualized to the client.  Not all customers will respond to a six week reminder.  If they don't feel that Buffy is ready, or do not agree to the interval you set up, they won't respond.  So I engage the client in the process.  First I ask if they want a reminder. No sense wasting postage if they don't want to be bothered. If they go for the idea, I then ask when they want me to send out their card. We use 4-6-8-10 & 12 week intervals.  

 "Adding an incentive"  

Adding an incentive for responding to the reminder improves the success rate.  We offer "Free Teeth Brushing and Breath Freshening" if they respond within ten days.  Hey, it's a $5 value at my shop.  You could make up your own add on offer, say moisturizing treatment, free flea/tick treatment, medicated bath.... whatever.  My recommendation, however, is to add on the incentive, rather than subtract.  Personally, I've always hated subtraction.  It's an attitude thing.  Some people have less trouble with subtraction and offer $2 off the grooming or 10% off treats. 

"Reminder card systems vary"

Reminder card systems vary from manual card file types to sophisticated computer programs.  For a small operation a manual system is fine.  You could set up a 4 x 6 card file with 52 dividers numbered by week starting week 1 the first week of January.  Each week you send out your cards and place the placard in the back of the file.  Then you have next week and the following weeks facing you and you simply hand address your card for each client and file it 4-6-8 weeks down the line.  This system is Y2K ready!  When looking for a computer program reminder system I would suggest you get one that will automatically determine the week when you feed the individual interval.  So you put in 4wk reminder and it calculates when to spit up the label.  Also be sure that you can vary the interval from client to client.    

 "design your own cards or buy them"

You can design your own cards or buy them ready made from vet/groomer catalogues.  Barkleigh Productions has several designs you can choose from in ready made.  One groomer on our list scans photos of clients pets from their last grooming and sends them on the cards.  You can become very enterprising.    

"return address on the card" 

Be sure to have your return address on the cards.  If a customer moves, you will know it.  When we get a reminder card back with a "Return to Sender", I flag the client card so I know to ask the customer for their new address next time I see them.  If I don't see them again, I know by the flag that they moved.     

"two other kinds of cards"

One more thing.  At our shop we have two other kinds of cards.  One is a "we haven't seen you in awhile and miss you" type message,  which can help recover a lost client.  Believe it or not, some people will draw the impression that you don't want them back, or will get upset but forget why, or forget who you are altogether.  The other kind of card is a bereavement message for when we know a pet has passed away.  All of these cards help to keep a steady flow of customer traffic to your door.