'Free events' invaluable for loyal clients, says Winged Boots founder

“Our marketing has always been driven by word-of-mouth, recommendations, referrals and networking,” Winged Boots managing director David Ox tells TTG Luxury. “We’ve not found that the client we’re looking for is there through digital marketing.” 

Nowhere is Winged Boots’ commitment to human relationships more evident than in Its ‘Extra Mile Guarantee’ programme. The initiative promises each customer a number of services from the moment they make the booking, including dedicated travel managers, holiday protection and transparent prices. Its key marketing strategy is also evident here, as Winged Boots invites its clients to multiple complementary events a year – purely to recognise and reward their loyalty. 

“Last year, we held 11 events for 350 clients. This year, we’re looking to host 400 clients across 12 events,” Ox says. These events, all of which are free for customers to attend, range from clay pigeon shooting and golf days, to summer soirees and Aston Martin track festivals. 

“The way we meet our best customers is in building contacts through our existing clients,” Ox explains. “We look at the long term value of a customer. We’re not looking at the next booking or the next two bookings – if we want to meet more long-lasting customers, we tend to meet them through our existing clients.”

Winged Boots also hosts a ‘patrons’ lunch’ every Christmas for 25 of its best referrers. The festive event, held in a private dining room at a luxury hotel partner, was sponsored by Corinthia London last Christmas, and featured a three-course meal, entertainment and swish raffle prizes courtesy of the hotel. 

“These events actively encourage our existing customers to refer more business to us, and it’s also our way of saying thank you to them,” Ox says. “That recognition is hugely important; I think a lot of people take their customers for granted, and I’d like to think we don’t do that. A small gesture goes a long way.”