Marketing 101 / The power of giving thanks

There is a saying that being grateful daily changes your attitude and will improve your life. There are thousands of studies and articles that identify marketing success, including a breakthrough to reaching the right customer at the right time.  One common characteristic is “gratitude”. In 2021, Harvard Health published “Giving Thanks Can Make You Happier.”  The article cites numerous sources who were happier after practicing thanks and daily gratitude than those who did not. Gratitude is a thankful appreciation for what an individual receives, although it is not necessarily physical items. Marketers can harness the power of gratitude to improve customer relationships, team interactions, and add to their overall brand power.

To show gratitude that improves customer relationships, we need to start with honest and authentic communication. If you are forced to write a thank you letter, but you truly do not understand why your boss or manager wants the note to be written, the communication will appear shallow. Put some real thought into the sentiment. Be empathic and ensure you clearly understand why it is important to show gratitude. What does it mean to the receiver? Who should be the recipient or recipients of the message? A thank you note, letter, or email can help build a stronger relationship. This relationship will help build brand loyalty, something that is beyond monetary value.

Here are some ways to show gratitude with customers, employees, and consumers:

1. Recognize and give thanks to the individual(s) publicly or privately. A beautiful handwritten thank you note, a typed letter, or an email will make the receiver(s) feel valued.
2. In a meeting, show gratitude for employees’ extra efforts. Give credit where credit is due and use their outstanding work as an example for others. Have an employee of the month, an awards ceremony, or other sources of recognition to build gratitude into the employee culture.
3. In an article published by Forbes in 2022, it was noted that “successful marketers realize that consumers have a different relationship with brands now than in the past.” When clients and customers feel a brand’s gratitude, it makes them feel better cared for. Therefore, demonstrate why you care and act with respect, now more than ever.   

Spend time thinking how you can give thanks to help bolster client and employee relationships. Most likely, it will have a reciprocal effect and translate into a positive impact and may even increase profits.

Jennifer Bushong, MA is the owner of JBe Marketing Group, LLC., a full-service marketing and communications firm in Washington State. Bushong earned a Master of Arts in Journalism with a concentration in public relations from Kent State University and graduated cum laude with a communication degree from the University of Washington.  To connect, email jennifer@jbemarketinggroup.com or visit www.jbe-marketing.com