Owning a small business is no easy feat. The constant balancing act between finding new customers and keeping the current ones happy is a challenge that keeps business owners on their toes. For one independent craft brewery owner, this balancing act reached new heights when they decided to take a more personalised approach to their customer interactions.
The brewery, producing limited-edition craft beers, was doing relatively well, with an annual turnover of about £1.2 million. However, they knew that to grow further, they needed to stand out in an increasingly competitive market. They had always relied on word of mouth and a loyal customer base, but it was time to attract new customers in a way that felt authentic.
Finding a Personal Connection
It started with something as simple as a handwritten thank-you note. After noticing how some larger companies had become distant and impersonal with their customers, the owner decided to make every interaction more meaningful. Each customer who made a purchase, whether online or in person, would receive a personal message with their order. It wasn’t a generic “Thank you for your purchase” either—it was personalised. They mentioned the customer’s favourite beer, a new release they might enjoy, or even asked about their experience with the brand.
To the brewery’s surprise, this small, simple act had an immediate effect. Customers started posting photos of their notes on social media, tagging the brewery and sharing their stories with friends. The brewery's social media following grew, and more importantly, so did its customer base. What was initially just a thoughtful gesture turned into an organic marketing strategy that not only strengthened their relationship with existing customers but also attracted new ones.
Building Loyalty, One Pint at a Time
The personalised notes were just the beginning. The brewery owner realised that customers craved authenticity and connection. They started hosting exclusive tasting events for their most loyal customers, giving them a behind-the-scenes look at the brewing process. These intimate gatherings fostered a sense of community, making customers feel like they were a part of something special.
What truly set these events apart was the brewery's focus on individual customer interests. They reached out personally to invite customers who had shown interest in particular flavours or brewing techniques. Each invitation felt like a recognition of the customer’s unique preferences and involvement with the brand.
This personalised approach paid off in spades. Customers who attended the events not only became repeat buyers but also brought friends along, expanding the brewery’s reach. Many new customers walked in, not because they saw an advertisement, but because a friend had a great experience and felt personally connected to the brand.
The Ripple Effect of Personalisation
As the word spread, the brewery saw a 20% increase in new customer acquisition over the next six months. What started as a simple thank-you note evolved into a much larger strategy that had a lasting impact on their business. By treating each customer as an individual, the brewery had tapped into a powerful way to grow their brand.
This approach wasn’t expensive or time-consuming, but it was genuine—and customers noticed. It made them feel valued, which in turn, made them loyal. And that loyalty translated into referrals and new customer growth.
What You Can Learn
Small business owners, especially those in niche industries, can learn from this brewery’s story. A personalised approach doesn’t have to be complex, but it does have to be authentic. It’s about building relationships that go beyond the transaction. By showing your customers that you appreciate and remember them as individuals, you create a bond that’s difficult for competitors to break.
This kind of connection is what sets businesses apart in today’s market. If you're a business owner looking to grow, consider how personalisation could work for you. Whether it’s a handwritten note, a personalised recommendation, or a special invite to an event, showing customers that you care can have a profound effect on your business.
Are you ready to take the next step and develop a strategy that resonates with your customers on a deeper level? Contact Mark A Preston, Customer Growth Coach & Speaker, to learn how you can transform your customer approach into a powerful growth strategy. You can connect with Mark for personalised coaching and insights that will help your business thrive in today’s competitive landscape.
