Strategies for Maintaining Audience Interest | Shelly Cruz, VP at MGM, Shares Unorthodox Approaches
In the ever-evolving business landscape, maintaining client engagement is crucial for long-term success. Companies can learn from initiatives such as MGM Resorts' WOW Series, which was designed to keep clients connected during the pandemic.
Strategies for Client Engagement
- Craft Memorable Experiences
- Create WOW moments: Develop unique events or personalized services that leave lasting impressions, ensuring customers remember their interaction with the company positively.
- Innovative programs: Implement initiatives that provide exclusive benefits or experiences, fostering loyalty and encouraging repeat interactions.
- Dynamic Communication Channels
- Digital Platforms: Leverage social media, blogs, and email newsletters to keep customers informed about new offerings, promotions, and company news.
- Feedback Mechanisms: Establish channels for customer feedback, allowing companies to understand and adapt to changing preferences and needs.
- Personalization and Customization
- Tailored Services: Use data and customer insights to offer personalized services and recommendations that cater to individual preferences.
- Customized Offers: Develop targeted promotions based on customer behavior and loyalty program data.
- Embrace Technology and Innovation
- Digital Transformation: Invest in digital tools and platforms that streamline customer interactions and enhance the user experience.
- Innovative Solutions: Adopt technologies like AI and automation to create more efficient and personalized experiences.
- Foster Community Engagement
- Community Initiatives: Engage in local community projects and sponsor events that resonate with customers, building a sense of shared values and responsibility.
- Partnerships and Collaborations: Collaborate with other brands or influencers to create unique experiences that appeal to a broader audience.
MGM Resorts' Experience
MGM Resorts often focuses on creating memorable experiences through their events and services. Their emphasis on customer satisfaction and loyalty programs helps maintain a strong bond with their clients. Initiatives like themed events or exclusive benefits for loyalty program members can be seen as part of a broader strategy to keep clients engaged and loyal.
Shelly Cruz, VP of Global Sales at MGM Resorts, implemented the WOW Series to keep clients engaged during the pandemic. The WOW Series was designed to reach out to clients and remind them of their value, regardless of their employment status. The series offered workshops such as the Gardenuity Gardening Workshop and "Into the Wild" workshop, which were well-received by clients, with many describing them as meditative and good for the soul.
In addition to client engagement, Cruz also prioritizes the well-being of her team. She recognizes the need to consider the lives of each team member to best support them during the pandemic. Cruz encourages reaching out to Gardenuity to learn about hosting a Gardening Workshop as a way to connect with clients or team. She also sets up meditations and yoga classes for her team, emphasizing the importance of maintaining relationships in business and considering happy employees as the foundation for productivity.
Despite the challenges of working remotely, Cruz believes in finding ways to connect with the team despite physical separation. However, specific solutions to this issue were not discussed in the interview.
The WOW Series was conceived as a response to the difficulties of seeing clients during the pandemic, with the team brainstorming ideas to stay in touch with them. Cruz attributes her long tenure at MGM Resorts to the company's culture that prioritizes the team's mental state. The interview mentions Sonya Harris, a passionate educator and founder of the Bullock Garden Project, without providing further details. Cruz expresses her constant concern for her team, thinking about them at the start and end of each day, and emphasizes the importance of adding humor in workplace conversations, as long as it is appropriate.
- To ensure long-term business success, companies can emulate MGM Resorts' WOW Series, designed to connect clients during challenging times, by offering wellness workshops like Gardenuity Gardening Workshop for personal growth and stress relief.
- With the pandemic limiting face-to-face interactions, Shelly Cruz, VP of Global Sales at MGM Resorts, prioritized client engagement and team well-being by hosting virtual events such as the "Into the Wild" workshop, fostering relationships and promoting mental health.
- Crucially, Cruz recognizes the value of lifelong learning and self-development, emphasizing the importance of education, as demonstrated through her collaboration with Sonya Harris and the Bullock Garden Project.
- MGM Resorts, a company known for its innovative initiatives, demonstrates that fostering community engagement goes beyond business by supporting local projects and partnering with like-minded influencers.
- By adopting digital transformation strategies, companies can maintain open communication channels with clients, enhancing their lifestyle and fashion-and-beauty experiences through digital platforms like social media, blogs, and email newsletters.
- In the realm of career development, companies can learn from MGM Resorts' approach to employee wellness, first addressing the personal needs of their team before focusing on productivity, as exemplified through Cruz's efforts in scheduling meditation and yoga classes.
- Travel companies, looking to rekindle engagement with their clients, can draw inspiration from MGM Resorts' WOW Series, offering unique travel experiences that focus on personal well-being and mindfulness, promoting a holistic approach to travel and lifestyle.
