Slater's Menswear can shove their made-to-measure service up their inseam
What've you done for me lately?
There’s this idea in marketing that it’s easier to retain a client than win one. That’s true.
It’s also true that it’s a piece of absolute piss to lose a client.
Because none of us are as loyal as we’d like to think. Maybe we are to husbands, wives, and absolutely awful football teams, but not to brands. Never to brands.
What’ve you done for me lately?
It’s the clarion call of the repeat customer. Sure, you did that then, but what have you done since?
Take Slater’s Menswear. For ten years nearly, I’d class myself as a satisfied customer. When I got married, I handed over a grand to hire a load of grey suits for me, my brother, my mates and my dad. We looked fucking great, even my mate Ben who somehow looked like Jack Grealish’s ominous future.
Fast forward five years, and my friend Dave handed over a similar amount to hire a load of blue suits. We looked fucking great until we took the jackets off for pissed-up karaoke.
I’ve recommended Slater’s to four or five friends now. Usually saying something like the service is impeccable. Or they can’t do enough for you. So after I got heatstroke wearing my usual heavy wool suit at a Christening in June, I dedided to invest in something a bit lighter for the wedding I’m off to tomorrow.
There’s a point to this. I promise.
New suit decision made, where do I head? Slater’s Menswear. Obviously. When I got married, they couldn’t have been more helpful. Measurings, fittings, specially ordering in a 36” leg suit trouser because I’m a damnable freak of nature.
Of course, when you roll in to make a one-off purchase, things are slightly different.
“Yes sir follow me sir, no sir no trouble sir, three bags full sir” becomes “big and tall selection’s over there, ignore the labels that say medium, we didn’t have the right hangers, if you need something, ask one of the lads.”
And asking one of the lads gets you “no, we’ve just got these five identical black suits on the wrong hangers, if you wanted something different you should use our made-to-measure service but we need three months’ notice.”
You can give your clients the very best service the first time, and they’ll recommend you to a couple of people. Do the same the second time, they’ll recommend you to a couple more.
Provide them with a shit service third time round, and they’ll hold you up as an example of how to ruin a customer relationship to a newsletter list a few-hundred strong, leave a scathing review, and head over to 2tall.com1 for a nice stone linen number.
Because with clients, it’s never what have you done for me.
It’s always what have you done for me lately?
Something mint - this road sign
If you want to cut through the noise, you need a powerful message and a tone of voice that can’t be ignored.
Littering makes you a tosser. You don’t want to be a tosser. Take your fucking litter home.
Genuinely. They’re called 2tall. They’re great. Steven Merchant shops there too. Here’s him joking about it.