TLDR: Check out Episode 3 of PITCH|podcast for a deep dive into this topic!
One of the most important pieces in the marketing puzzle also happens to be the most overlooked, put off, or just ignored all together; growing your customer database. It’s a task that requires constant oversight, it’s uncomfortable to ask customers for their information, and it’s the 1st thing ignored when there’s a line of people waiting to check-out. We get it, growing your database can be hard, but it doesn’t have to be. In this article we’ll explore different approaches to growing a database. Each approach works well on its own, however, the best results are achieved by combining them into one well-rounded system. Before we dive into the how, let's take a look at why it’s so important…
Case Study: How data collection benefits the bottom line
How much would 114 additional reservations per month affect your yearly revenues? Morningstar Golf Club in Parksville British Columbia ran an email campaign from July 7th - Aug 9th 2022 that targeted customers who had not played a round of golf in the last 12 months, for a starting total of 460 valid email addresses. A free bucket of range balls was the only incentive, with no discounts on green/cart fees. End Result: 114 reservations made from golfers who hadn’t played in a year & $5800 in additional revenue!!
By capturing data from customers (and using it), Morningstar was able to generate 114 new reservations with a single marketing campaign. Now, think about the potential revenue from sending these types of campaigns every month. Email is the ONLY marketing channel that provides a DIRECT LINK to your customers, which is why the return on investment for email is $27 higher (on average) compared to other marketing channels. Put simply, data is gold and collecting customer data will provide wealth for your business!
Staff Capture
Getting staff to request an email address (or phone number) from every customer will forever be an uphill battle, however, they will always play a crucial role in ensuring your database grows on a consistent basis. The most effective approaches make customers WANT to give their information during the transaction, but more on this later. For now, here are a few ideas to make capturing data an easier ask of your staff…
- Make sure every staff member understands why collecting customer data is important and how much value it brings to the business. With a better sense of the why/how, staff will be more likely to make the effort to collect information.
- Start with a small goal of 3-5 new email addresses per shift. And/Or organize a competition between team members of who can collect the most emails, with a reward for the winners.
- Think beyond the check-in counter and give an iPad to your starter and beverage cart staff. Starters see EVERY golfer on the course and have more time to ask customers in conversation. Pro tip: Open the door to this conversation with, “have you heard about our birthday club?” (see Promotional Clubs section below).
Online Booking
There are a number of benefits that come with increasing online reservation percentages; for one, customer information is captured at the time of booking which reduces the workload on staff. Some operations have even gone so far as requiring customers to book online, and found great success in doing so. Going to this extent may/may not not be practical for your operation, but promoting online booking will still have a huge impact on database growth. Here are a few ideas on this front…
- Use an online booking tool that provides a SIMPLE process for customers, the fewer steps the quicker/easier it will be. Create QR codes to distribute & promote your booking site.
- Set up dynamic pricing that entices customers to find the better rates online and in advance. Maybe even increase rates by a small amount for reservations made by phone or in-person.
- Install a booking kiosk at your facility for in-person customers to make reservations.
Promotional Clubs
“Have you heard about our birthday club, you get a free round of golf?” vs. “What’s your email address?” - From a customer’s perspective, which one do you think comes across better? Giving some type of incentive to customers drastically increases your chances of earning their information, and it’s a reason for them to stay subscribed as well. Many operators avoid discounting/giving away products & services, and it’s not something we normally recommend. However, in this case the future marketing potential far outweighs the promotional value, and it’s very likely that promo customers will bring 2-3 paying customers with them. A few tips to make the most of your promotional club…
- Generate a data collection form in PITCHcrm’s Form Creator to capture the necessary information from customers. Then convert the form’s URL (link) into a QR code and place it on a flier or other media customers see. We’ve even created a template in Canva for you to easily create your own Birthday Club flyer or social media graphic.
- The incentive/promo can be anything really, as long as it’s enticing enough for customers to join. Limit the promo to 14 days of use (7 days before & after) around their date of birth.
- Use Dynamic campaigns in PITCHcrm to deliver the promo & automate your Happy Birthday email campaign. Customizable templates can be found in the Template Library.
Loyalty Programs
How do you make customers WANT to give you their contact information? Reward them for being loyal customers! There’s no one size fits all Loyalty Program that works for every business; some offer free versions, others are paid, and there are many different ways they reward customers. Pros and cons can be found in any loyalty program and the most important aspect is having a strategy for what you’re trying to achieve. Obviously, rewarding loyal customers is one goal, but what benefits is the loyalty program bringing to your business? A bigger database, more revenue, new customers, etc. Start by analyzing your operation and customer base, then tailor your program to meet the needs of both parties.
Connect with the experts at PITCHcrm for more information on loyalty programs or database growth!
#QuickTip , #Contacts, #Database, #Growth, #Birthday, #Podcast, #Email, #Marketing, #CaseStudy, #ROI, #Revenue