With Thanksgiving and the start of the holiday season now upon us, it’s the perfect time to let those around you know how much you appreciate them. Yes, that means your friends and loved ones, but it’s also important to give thanks to your teammates and customers.
Showing gratitude sounds simple, but did you know it can actually be good for your business? Long-term effects range from an increased brand reputation to an overall improvement in your bottom line. You don’t even need to spend a lot to make quick, genuine gestures part of your marketing strategy.
Think about it — it's nice to be on the receiving end of being thanked, but it also feels good to share gratitude towards someone you appreciate. It creates a moment of shared humanity that we could all use more of.
At Gate 39, we aim to make meaningful connections a part of our everyday business, and showing our gratitude for each other and for our customers is an important part of that. Here’s why it works (according to research!) and how you can incorporate gratitude into your marketing strategy during this season of thanks.
Why Gratitude Matters in Life and in Business
Being grateful for things in our lives is good for us. According to Harvard Health, “In positive psychology research, gratitude is strongly and consistently associated with greater happiness. Gratitude helps people feel more positive emotions, relish good experiences, improve their health, deal with adversity, and build strong relationships.”
Gratitude is cyclical by nature, creating feelings of goodwill and building momentum along the way. When people feel genuinely appreciated, they are more likely to reciprocate with actions. That could range from resharing a social post to recommending your services to others.
People want to invest in organizations that feel meaningful to them. If a brand has ever offered you their personal thanks, there’s a good chance it stayed with you for a long time. Appreciation is a powerful tool — it can surprise people, establish an emotional connection, and help keep your message relevant after a campaign ends.
What Research Says About Gratitude
Two separate studies were conducted for different publications nearly five years apart, and both sets of researchers produced similar results. One analysis, conducted by the American Marketing Association in 2009, consisted of a real-world B2B study of 446 customers. In the second study, which was conducted for the European Journal of Marketing in 2014, researchers interviewed 103 people working in both B2B and B2C environments.
Here are 4 key takeaways.
1. People often expect gratitude in business interactions.
Of the 103 people interviewed, 78% of people said that some expression of gratitude is necessary for them to form a long-term business relationship. Furthermore, 70% of respondents believed that in B2B relationships, both the seller and the buyer should express gratitude.
2. Showing gratitude can turn one-time buyers into long-term customers.
While the feelings of gratitude might be short-lived, the ROI benefits are long-lasting, particularly when it comes to loyalty, purchase intent, and revenue. When customers feel appreciated and valued, they are more inclined to make repeat purchases, leave positive reviews, and offer referrals, resulting in increased brand loyalty.
3. There is a window of opportunity after an act of gratitude.
These studies showed that gratitude peaks immediately after the gesture. This means that conversions are far more likely to increase when companies offer opportunities to reciprocate while gratitude is still high.
4. Not showing gratitude can be damaging for a business.
One of the most important findings was that if a customer expects a gesture of appreciation and you miss that opportunity, it creates negative feelings. In fact, the consequences of ignoring gratitude were actually worse than the benefits gained from doing it well. One respondent specified, “The lack of gratitude would make me stay away more than gratitude would make me go back.” As we have said before, once an opportunity is missed and the trust is broken, it can be impossible to regain.
How to Leverage Gratitude in Your Marketing Strategy
Keep in mind that gratitude is triggered by sincere words and gestures, not by standard business transactions. The goal is to establish authenticity and to generate feelings of gratitude organically.
Customers feel the most grateful when an offering seems genuinely motivated, not obligatory, and is timed to match their current needs.
As such, signs of appreciation don’t need to be grand or costly. Here are some easy-to-implement ideas to get you started:
1. Personalized notes or follow-up emails.
After an event or important interaction, send a personalized and sincere thank you note. Building this phase into every single campaign you launch will ensure the relationship continues long after the initiative ends.
2. Surprise discounts and targeted offers.
The studies also showed that classic loyalty programs often fail to create feelings of gratitude with customers as they feel generic and earned. To make your clients feel sincerely valued, instead of a one-size-fits-all rewards program, try offering tailored deals instead.
3. Public recognition for your team.
Showing gratitude doesn’t just apply to your customers and prospects. When a company establishes a culture of appreciation, employees are more likely to work harder, provide better service, and show greater commitment to their employer. In fact, the best marketing stems from inspired teams who feel valued and connected to their organization’s mission.
Give Thanks
Showing gratitude for your stakeholders has been proven to be one of the strongest emotional triggers behind customer loyalty and spending. Thus, it shouldn’t be considered a “nice to have,” it needs to become an integral and authentic part of your marketing strategy.
Remember that it can cost you little to make your customers feel grateful, but failing to show your appreciation can end up costing you down the road.
The research shows that clearly expressing your appreciation strengthens your relationships, motivates repeat business, and most importantly, prevents customer loss. Essentially, gratitude builds relationships, relationships influence loyalty, and loyalty drives revenue.
In this season of thanks, take the time to make sure you are appreciating those who keep your business thriving.
Happy Thanksgiving!
Ready to transform your business with personalized digital strategies? We’re here to help. Contact us today to explore how our tailored solutions and strategic partnership can drive your success.
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